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Creating a Winning Trade Show Exhibit Booth

A company’s trade show exhibit booth is a marketing opportunity – the chance to make a quick impression on buyers and convince them to come to the trade show exhibit booth – and is a vital part of an effective, integrated marketing effort. But since the chance to grab a potential customer’s attention passes quickly for an exhibitor (three seconds is all you get), the right trade show exhibit booth design is critical. In addition, an exhibitor’s return on investment is dependent upon the trade show exhibit booth’s effectiveness, as is a corporate exhibit manager’s individual success. Trade show exhibit booths can be utilized to introduce new products, introduce or reinforce a brand, or generate market recognition of an established product or service. How can an exhibitor get the most out of a trade show exhibit booth? Here are some tips for achieving the perfect blend of design and effective marketing message:

Design the trade show exhibit booth so visitors can navigate easily without feeling crowded. Keep the atmosphere intimate, and remove any barriers between yourself and your audience.
Develop a realistic trade show budget that allocates money where it is needed.
Keep the message simple so as not to overload visitors with information.
Have a clear goal, and make it specific. Don’t try to accomplish too much. Make your goals measurable in order to gauge the trade show exhibit’s effectiveness after the trade show. Use signs and graphics to focus visitors’ attention on your message.
Use product demonstrations for visitor memorability. Be sure they tie in with your product message.
Address the needs of the target audience.
Consider offering a trade show giveaway or trade show promotional product that conveys your message in a way that ties in with the trade show exhibit’s theme.

Think integrated marketing; brand your trade show exhibit through your promotional activities, via the Internet, etc.

Trade Show Exhibit Booth Etiquette Helps Ensure Success

As important as your pre- trade show promotion is...as consequential as your pre- trade show planning...as critical as your trade show exhibit booth design and integrated marketing approach...these vital elements can be forgotten and useless if your trade show exhibit booth personnel make some all-too-common mistakes. Those mistakes can cost your company business, hurt its reputation, and result in the money and time you spent on your trade show exhibit being wasted.

Your trade show management professional wants your trade show exhibit to be successful. Listed below are some tips on trade show exhibit booth etiquette for you to share with your trade show exhibit booth personnel. By putting these tips into practice, you can help make the trade show a success, both for your company and for other exhibitors.

Stay out of other companies’ trade show exhibit booths. Not only is your presence in your company’s trade show exhibit booth absolutely vital to serving your customers and potential customers, but you help set an example for others. Wandering into other trade show exhibit booths disrupts exhibitors who are with clients. If you do this, you can expect others to do the same to you.
Stay out of your competitors’ trade show exhibit booths. Even worse than wandering into “friendly territory” is going into competitors’ trade show exhibit booths to take information or to crowd out legitimate clients. This is unprofessional and reflects badly on your company and on you personally.
Do not solicit in the aisles (known as “suitcasing”). Exhibitions are designed to encourage a free flow of traffic through the aisles. And, they are designed to enable exhibitors to do business in their trade show exhibit booths. Show management usually has rules against solicitation in the aisles, with good reason. Companies that choose not to pay for trade show exhibit booths sometimes attempt to solicit in the aisles. They are taking advantage of the money your company spends to make the exhibition happen! They are, in effect, letting legitimate exhibitors pick up their show costs. Be sure to inform show management if you see this happening. Your company deserves to get what it pays for.

Do not disrupt other exhibitors or visitors. Disruptions such as loud music or announcements, shining lights at other trade show exhibit booths, using laser pointers across aisles and the like are annoying to others. Visitors to trade show exhibit booths are there for business purposes, just like you. But if you engage in disruptive behaviors, visitors will perceive you and your company not as professionals in business, but as people to avoid. So you lose business and the respect of your peers and your customers.

It is just good business to use good etiquette when staffing your company’s trade show exhibit booth. You and your company can be highly successful, but you have to be careful not to break the rules of good exhibitor etiquette!

Greeting Attendees in your trade show exhibit booth:

Ways Not To Greet Attendees to your trade show exhibit booth:

It is critical for your staff to create a welcome atmosphere that makes it appealing for attendees to want to stop into your trade show exhibit booth. What you don’t do can be as important as what you do. The following are things you should avoid:

1. Don’t Sit. You give attendees to your trade show exhibit booth the impression you don’t care or you’re lazy. Attendees to your trade show exhibit booth won’t interrupt your private time, as they see it.

2. Don’t Read. You aren’t able to make eye contact with attendees to your trade show exhibit booth as they walk by your trade show exhibit booth.

3. Don’t Smoke in your trade show exhibit booth. It’s impolite and can actually be offensive to a prospective customer.

4. Don’t Eat or Drink in your trade show exhibit booth. It is just plain rude and messy. Potential customers are too polite to bother you when you’re eating.

5. Don’t Ignore Attendees to your trade show exhibit booth. If you’re busy when someone approaches, either acknowledge him/her or try to include him/her in your conversation. If you’re talking with a trade show exhibit booth mate, break it off immediately.

6. Don’t Talk on the Telephone in your trade show exhibit booth. Why do you need a phone in your trade show exhibit booth? Time on the phone is time away from potential prospects and tells everyone you have better things to do.

7. Don’t Be a Border Guard. Don’t stand where you become a barricade or block the attendees’ view of your trade show exhibit booth. Stand near the aisle and off to the side.

8. Don’t Hand Out Literature Freely. Your catalogs and brochures end up in a bag with everyone else’s literature. Be discriminating in who gets literature. Better yet, mail them to qualified prospects after the trade show.

9. Don’t Underestimate Prospects. Get out of the habit of sizing up somebody simply by the way they look. Qualify them, don’t classify them.

10. Don’t Cluster With Friends and Other trade show exhibit booth Booth Personnel.

11. Don’t be a “street gang.” Nobody will approach a group of strangers, it’s too intimidating. Be more approachable.

A Great Trade Show Exhibit Booth makes all the difference

The trade show exhibit booth that your company uses can be the difference between having a good show and having a really terrific show with outstanding sales results. Conference style events can be chaotic so you must have a presence that will stand out from the crowd and be remembered. As such, ensuring that your booth can attract and maintain the attention of both current and potential customers is very important. Ultimately it will come down to the quality of the goods and services you're offering and how you present them to your audience, but there is no doubt that a trade show exhibit booth can attract a lot of traffic without much effort if it is presented optimally.

Increasing sales is often just a numbers game: high traffic usually garners greater success. That is why an attractive trade show exhibit booth can be your best ally at a busy show. But there are a few things you can do to optimize the performance of your booth. One option is laying down booth flooring and erecting back walls. Matching these items to the color of your booth will give your space more definition and enhance your overall presence. When space is at a premium and booths are pulled in close together, the boundaries between booths can be blurred. Carefully defining your trade show exhibit booth space is a clear way to prevent this from happening.

A trade show exhibit booth is a vital component to your success at a trade show. An eye-catching display will generate a larger volume of traffic. And naturally, the more traffic that approaches and stops at your booth the better chance you have of taking on new customers at the show. Sales are a numbers game, and great looking tradeshow exhibit booths attract the highest numbers.

Disclaimer: The information provided on this website is for general discussion of matters of interest only. The owners of this site do not represent that the information contained herein is accurate, verified, current, comprehensive, or complete. For this reason, you should neither rely nor act upon any of the information contained in these pages and, if you do so, it will be entirely at your own risk. In no event will the owners of this site, their related partnerships or corporations, or the partners, agents or employees thereof be liable to you or anyone else for any decision made or action taken in reliance on the information in this site.

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