Booth Babes

I overheard a conversation the other day about tradeshow booths. All I could think of was Booth Babes. Not the scantely dresses ones but how these people were babes when it came to booth design. Then it occured to me that in the 25 years of working for companies who have booths at tradeshow not once did they consult their marketing company or staff. Odd isn't it. So let me take a few minutes to talk about Booths.

First what is the purpose? I have been to hundreds of tradeshows and wonder why some of the companies even bothered. Did they not know why they were there? I know some companies show up to have a presence and bank on the times outside of the tradeshow to really shine. With this attitude, and it shows in your booth, your company really isn't attracting much new business. The purpose for you being there is to make new contacts and cement your relationships with the old. 

Second how to attract passers by. Before you attend the conference get an attendee list and email them. In the email put a picture of the people who will be manning the booth and maybe a picture of the booth. What this does is prepare the attendees mind or reticular activating system. Then when the attendee arrives they see your booth or face and feel there is something they were supposed to do there. The booth needs props. I like a spinning wheel of prizes. I own a really loud one. My success with this wheel was beyond my dreams. I was invited to be at many tradeshow just because I made it fun. It was that spinning wheel believe me. And a little secret, while many had to pay to display, I didn't. Another fun prop is a Gobo light. These are spot lights that have your logo or any image. Shine them on the hall way where the attendees are walking. and at night outside my hotel room. It attracts a lot of attention. Another thing is to have someone from your booth walk the show floor engaging with the attendees. Even mentioning the spinning wheel like this, "Have you seen the booth with the spinning wheel? I think it is the best booth out here." This really works. Now for the booth itself. You need pictures more than words. If your a small company that integrates with big companies have their logo on your booth. Most of all have your logo needs to be on everything. You need some great giveaways. No pens, Toys. Something that stand out. My favorite has been the bouncing lightup balls, notepads or journals, and recycle bags. Talk to my friends at FunManPromotions.com they have taken the time to discover what are the most effective swag.

Third and most important part of the booth are the people. They should be lively, well dressed and friendly. Their attitude should be one of service. What I mean is that their company is ready to serve and it has a place for everyone. The thinking should be, "Everyone wants to know about my company. How am I going to introduce it to the attendees" I have been attracted to booths more by a friendly smile than by anything else in the booth. I met a man once who was an expert. As people passed by he asked a simple question, "Did you get that frisbee here at the tradeshow?" The conversation was started. He would ask where they found the frisbee, what that company did and that his swag was better. 

One last thought, Clutter Study. I have been involved in this for magazine and grocery shelf studies so why not a booth. Essential you take the product and put it on the rack or shelf with other similar products, show it to the user for 5 seconds and see what they recall. The secret is in showing several versions of the product packaging randomly placed on the shelf. The results in the magazine cover study tracked exactly with newsstand sales. It would not be a stretch to do this with a Booth. 

I am excited to go to the next tradeshow, are you? If not maybe I can help you get ready.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com