Booth Layout
How much does my booth layout affect engagement?
As covered in earlier weeks, the number one reason you’ve placed your company in a show is to engage with as many quality prospects as possible in the limited number of show hours available. Your booth layout can dramatically increase or decrease the number of attendees your staff can connect with. More directly, it can affect the quality of the engagement and the average time of engagement.
You want to optimize your booth setup to:
• Attract prospects attention at a distance
• Hold the prospect’s attention until staff can fully engage
• Passively provide information to the prospect while they are “on hold”
• Support your presentation of the company’s product or service capabilities
• Bolster your company’s reputation and credibility
• Encourage taking the engagement to next level
What are the best booth setup practices?
The following list of major topics will serve you well. Depending on the specifics of your product or service, certain ones may play a more important role. Return to this page from time to time as the list will likely expand.
Booth Size
• Since Covid, the public is even more sensitive to being crowded into a space
• If you plan to have more than two booth staff present at a time, get a 10x20 or larger booth
• A 10x10 works for one or two staff plus prospects and displays
• Larger spaces like a 20x20 end cap can accommodate 3-4 staff members and allow the 3 open sides to be manned
Arrangement
• If you’re in a smaller space like a 10x10 or 10x20, make sure to leave your front edge as open as you can
• You want to encourage prospects to step into your space and feel comfortable spending a few minutes
• If a prospect is willing to step into your space, they’ve physically proven interest in your offering beyond any spoken words
Content
• If you can display your actual product or demonstrate your service, in the booth… DO IT!
• The extra time and energy it takes to set up physical displays and demos proves you are more than just pretty pictures and words
• Trade shows are your “showroom” for the weekend. Use them to establish credibility with your prospects
Signage
• It’s more important to use signage to promote the benefits you provide than the name of your company unless you are VERY well established
• Signage can be seen from across the show floor and attract a visitor. But, only if they can read them from a distance
• Digital signage including flat screen TVs provide color and motion that are more attractive than banners and rigid signage
Literature
• While printed matter now competes with QR codes and websites, folks still like having a tangible item to anchor their thoughts
• Make sure any materials are in good condition and current
• Avoid putting pricing in your printed materials as it will cause them to be out of date fast in these inflationary times
• Put a hidden price page on your website and link to it from your literature as an alternative
• Put any professional designations, memberships, awards, etc on your literature for added credibility
• Include testimonials and/or review ratings as well
Floor Coverings
• Some shows require floor coverings and others do not
• Floor coverings help to define your booth space
• Soft surfaces such as padded carpet or interlocking foam squares provide a welcome relief to the concrete aisles
• A relaxed prospect is more likely to engage longer and more deeply
Furnishings
• The only reason to have chairs is for your prospect’s comfort or to extend engagement
• Nobody wants to see the legs of a folding table. Use table skirts to beautify and create storage space
Clutter
• Keep all non-display items out of view
• Yeti mugs, water bottles, food wrappers, brief cases, purses and other personal belongings, are NOT booth decor
• Make sure the booth has a trash can tucked away and USE IT for non-food waste
• Use the facility trash cans in the aisles or elsewhere for any food waste that might draw insects, rodents or create odors
Seating
• Provide comfortable seating for your prospects if longer engagements are typically required
• Fewer chairs in the booth leave more room for prospects and allow staff to be mobile without having to circle around an obstacle
• If staff insists on seating, then use bar stools or director’s chairs to keep them as close to standing as possible
• Being at eye level with your prospects creates a higher level of rapportof prospective buyers and/or users of your product or service. Why on earth would you then make it difficult for that connection to be made?
As covered in earlier weeks, the number one reason you’ve placed your company in a show is to engage with as many quality prospects as possible in the limited number of show hours available. Your booth layout can dramatically increase or decrease the number of attendees your staff can connect with. More directly, it can affect the quality of the engagement and the average time of engagement.
You want to optimize your booth setup to:
• Attract prospects attention at a distance
• Hold the prospect’s attention until staff can fully engage
• Passively provide information to the prospect while they are “on hold”
• Support your presentation of the company’s product or service capabilities
• Bolster your company’s reputation and credibility
• Encourage taking the engagement to next level
What are the best booth setup practices?
The following list of major topics will serve you well. Depending on the specifics of your product or service, certain ones may play a more important role. Return to this page from time to time as the list will likely expand.
Booth Size
• Since Covid, the public is even more sensitive to being crowded into a space
• If you plan to have more than two booth staff present at a time, get a 10x20 or larger booth
• A 10x10 works for one or two staff plus prospects and displays
• Larger spaces like a 20x20 end cap can accommodate 3-4 staff members and allow the 3 open sides to be manned
Arrangement
• If you’re in a smaller space like a 10x10 or 10x20, make sure to leave your front edge as open as you can
• You want to encourage prospects to step into your space and feel comfortable spending a few minutes
• If a prospect is willing to step into your space, they’ve physically proven interest in your offering beyond any spoken words
Content
• If you can display your actual product or demonstrate your service, in the booth… DO IT!
• The extra time and energy it takes to set up physical displays and demos proves you are more than just pretty pictures and words
• Trade shows are your “showroom” for the weekend. Use them to establish credibility with your prospects
Signage
• It’s more important to use signage to promote the benefits you provide than the name of your company unless you are VERY well established
• Signage can be seen from across the show floor and attract a visitor. But, only if they can read them from a distance
• Digital signage including flat screen TVs provide color and motion that are more attractive than banners and rigid signage
Literature
• While printed matter now competes with QR codes and websites, folks still like having a tangible item to anchor their thoughts
• Make sure any materials are in good condition and current
• Avoid putting pricing in your printed materials as it will cause them to be out of date fast in these inflationary times
• Put a hidden price page on your website and link to it from your literature as an alternative
• Put any professional designations, memberships, awards, etc on your literature for added credibility
• Include testimonials and/or review ratings as well
Floor Coverings
• Some shows require floor coverings and others do not
• Floor coverings help to define your booth space
• Soft surfaces such as padded carpet or interlocking foam squares provide a welcome relief to the concrete aisles
• A relaxed prospect is more likely to engage longer and more deeply
Furnishings
• The only reason to have chairs is for your prospect’s comfort or to extend engagement
• Nobody wants to see the legs of a folding table. Use table skirts to beautify and create storage space
Clutter
• Keep all non-display items out of view
• Yeti mugs, water bottles, food wrappers, brief cases, purses and other personal belongings, are NOT booth decor
• Make sure the booth has a trash can tucked away and USE IT for non-food waste
• Use the facility trash cans in the aisles or elsewhere for any food waste that might draw insects, rodents or create odors
Seating
• Provide comfortable seating for your prospects if longer engagements are typically required
• Fewer chairs in the booth leave more room for prospects and allow staff to be mobile without having to circle around an obstacle
• If staff insists on seating, then use bar stools or director’s chairs to keep them as close to standing as possible
• Being at eye level with your prospects creates a higher level of rapportof prospective buyers and/or users of your product or service. Why on earth would you then make it difficult for that connection to be made?