We are definitely in conference and trade show season, and
there are many things to consider when you choose to invest good money into
exhibiting at a conference. Last week we
asked when it was time to consider a professional exhibit designer; this week we
will go further into not only the design of your exhibit booth, but also
whether or not the booth is approachable.
Obviously the number one goal of exhibiting is to reach as many
qualified prospects as possible and get your information into their hands. Your
exhibit booth plays a major role in this process, so let’s begin by taking a
look at the design.
1.
Does your booth design invite people in or shut
them out? A typical 8 x 10 exhibit booth
usually includes one table. Where do you
put it? If it is at the side of the
booth, attendees can walk in and around the space. If it is out in front of the booth, the
message is “you belong on that side of the table, not in the booth”. That may still work if your table is the
focal point, but if you want people to enter the space for a conversation, to
view your materials or experience a demonstration, open it up!
2. Entertain a little. Remember that conference attendees’ days are
long too. They are in workshops,
networking groups, meeting bosses for dinner, etc., and an exhibit hall may
just appear as a blur of lights, graphics, and never-ending sales pitches. You may need to work a little more to get
their attention. Have fun and/or useful
promotional items. If it is appropriate,
dress in a costume or play some music to stand out from other vendors. Have a larger item drawing or an important
announcement, and build some buzz ahead of time so attendees will come back for
that moment.
3.
The “make or break” component to your exhibit
booth is the person or people staffing it.
How many times do you see a person slouched in a chair behind a book,
newspaper, a smartphone, or computer, or talking on the phone in an exhibit
booth? The message here is “I don’t want
to be here, I don’t want to talk to you, don’t bother me. Exhibiting is often extremely expensive,
especially when factoring in travel costs.
Make sure the person who is the face of your company at a tradeshow is
friendly, engaging, knowledgeable, and willing.
Otherwise you are throwing money down the drain, and giving a very poor
impression of your company.
Next time you exhibit, step out of the booth and see it from
the attendee’s standpoint. And ask
yourself “How approachable is my exhibit booth? “
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Kim Luedke is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff. Visit the ProfessionalEdge website at www.gettheprofessionaledge.com, email info@gettheprofessionaledge.com, follow them on Twitter @profedge, or like their Facebook page.
Kim Luedke is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff. Visit the ProfessionalEdge website at www.gettheprofessionaledge.com, email info@gettheprofessionaledge.com, follow them on Twitter @profedge, or like their Facebook page.
