In a fast-paced fall event season, where overlapping trade shows can overwhelm even seasoned marketers, Sam Littlefield, President and CEO of Littlefield Agency, joins Technology Reseller News Publisher Doug Green to share fresh strategies for cutting through the noise. Founded in 1980 and based in Tulsa, Oklahoma, Littlefield Agency specializes in complex B2B manufacturer and financial institution marketing, earning recognition as a Top 25 B2B agency in the U.S.

Littlefield stresses that while many companies lead with features, real engagement starts by identifying and communicating the customer’s pain points and high-level benefits. At trade shows and in campaigns, simplification is key—one clear message beats a crowded wall of technical specs. Once prospects are deeper in the sales funnel, feature details have their place, but early messaging should focus on the “problem solved” for the buyer.

The discussion dives into AI’s role in modern storytelling, citing a striking example of an entirely AI-generated “Liquid Death” commercial that captured national attention. For Littlefield, AI isn’t replacing agencies but is expanding creative possibilities—allowing brands to produce more content, faster, at lower cost, while still requiring human insight for strategy and authenticity. He advises companies to experiment widely with AI and digital platforms, from connected TV campaigns to imperfect but relatable social videos, in order to adapt to shifting buyer expectations, especially from millennials and Gen Z.

Whether it’s using AI to refine creative ideas, producing authentic short-form videos, or tightening messaging for the trade show floor, Littlefield’s advice is clear: test, learn, and embrace new tools while keeping storytelling grounded in the real customer experience.

For more insights, visit littlefieldagency.com.