Creating a trade show booth is all about setting up how a company is perceived by the important slice of the audience present at the event. These are the individuals who can make or break a business depending on whether they are interested in its offerings, and every element of the presentation should be calculated to draw them in. The limited time occupied by each show means leaders have to develop careful and efficient tactics that maximize appeal over that short period.
Engaging Directly is Exciting
As Business 2 Community contributor Ben Camerota recently pointed out, there are benefits to including interactive exhibits within a trade show booth. These will enable attendees to see the booth in a new light, and hopefully their memories of it will be stronger. Creating this type of interactive feeling, one that sticks with visitors, is important because they typically do not sign contracts on the spot. It's vital they still recall a brand's offerings when they are back in the office ready to make a call.
Camerota noted that there is no need to go over the top with attempts to make a booth engaging or interactive. High-tech displays are great if companies have them, but many don't. So what should they do? The author recommended passing around prototype products if they are available. He also attested to the value of setting up games attendees can play with booth staff. Any communication beyond what's expected may prove memorable.
Attitude on Display
The items in a booth are just a fraction of its presence: The staff members working in the space determine what the experience is like. TSNN blogger Mike Thimmesch recently suggested a few strategies for ensuring a bond of trustsprings up between the employees maintaining a space and the attendees visiting. For instance, he called for conversations that are two-sided. Workers who speak but don't listen to prospects take away from the interactive and engaging feel of a booth.