You can’t always get what you want, including prime spots on the exhibit floor. If you landed a less-than-desirable location for your booth, don’t be discouraged. Location is just one of several factors that influence the success of your exhibit. There are quite a few ways to make the best of your booth’s location, including using creative trade show design.
Stand out from the crowd, and encourage attendees to leave the high foot traffic areas. Here are five tips to mitigate an unfortunate location and maximize your trade show ROI.
1. Improve Your Lighting
Our eyes are naturally drawn to bright lights, so use that to your advantage. Draw visitors to your booth with moving lights, up-lights and back-lit graphics. Accent lighting can help prioritize what you want visitors to see. Decide what elements you want to stand out, such as products or logos, and light your display accordingly.
2. Create Interactive Experiences
Delivering the standard elevator sales pitch or a complicated product demo won’t do much for attendee engagement. Break out of boring with creative, interactive experiences that help customers and prospects gain a deeper understanding of your brand and encourage conversations with your staff. Engaging your audience has always been the cornerstone of trade show success.
3. Be Smart with Booth Staffing
Choosing the best people to staff your booth goes a long way to increasing ROI. They are your most visible brand ambassadors, so be intentional in how you staff the booth. Every staff person should have a clearly defined role and understand the strategy for your company’s success. They should be friendly, outgoing and capable of striking up a conversation with anyone. Be sure to include a a technical expert who can answer more complex questions about your company’s products or services.
4. Engage the Senses
A memorable trade show exhibit goes beyond what can simply be seen or heard. To leave a lasting impression, engage other senses like touch, taste and smell.
Make one of your giveaways a tasty snack — this is even better if it’s something like cookies that are pulled fresh from rented warming equipment. Add an oil diffuser to your exhibit, which you can use to add inviting, calming smells. Consider upgrading the carpeting in your booth to invite visitors to come and stay a while. A cushy space to stand after a day on the trade floor show makes more of an impact than you think.
5. Work with Design Experts
No matter where you’re located on the exhibit floor, creative trade show design helps your brand shine. At Exhibitus, we believe that design matters and has the power to inspire and impact those who interact with it.