As the fall trade show season heats up, overlapping events can make it hard for even experienced marketers to stand out. In a recent conversation with Technology Reseller News Publisher Doug Green, Littlefield Agency President and CEO Sam Littlefield shared how his team helps B2B brands cut through the noise.
Littlefield explained that many companies make the mistake of leading with product features, but real connection starts with addressing the customer’s pain points and highlighting the key benefits. At trade shows or in early campaign messaging, simplicity is essential—one clear, memorable idea will have a bigger impact than a wall full of technical specs.
The discussion also touched on how AI is changing modern storytelling. Littlefield cited a buzzworthy, fully AI-produced “Liquid Death” commercial as an example of how these tools can open new creative possibilities. Rather than replacing agencies, AI allows brands to create more content, faster and at lower cost, while still relying on human insight for strategy and authenticity.
From connected TV ads to imperfect but relatable social videos, Littlefield encouraged marketers to test, learn, and adapt to the expectations of younger buyers like millennials and Gen Z. Whether it’s refining ideas with AI, producing authentic short-form content, or streamlining a trade show pitch, the message is clear: embrace new tools, but keep storytelling firmly rooted in the real customer experience.
