It’s astonishing how often we attend conferences and see ineffective, lifeless exhibitor booths. We’re not talking about fancy, expensive displays or pricey giveaways. We’re talking about the core issue: a disengaged person staffing the booth. Exhibiting at events is costly—between the booth fee and the value of your time away from the office—so it’s essential to maximize this opportunity. Trust us, a jar of candy with your logo on it won’t cut it. You need to create an effective exhibitor booth that engages attendees from the moment they pass by.
Here are some basic but effective techniques to run a successful exhibitor booth:
Step 1: Don’t Hide Behind the Table in Your Effective Exhibitor Booth
Never stand or sit behind your booth table. You’ll go unnoticed, and if someone does stop by, you’ll be yelling across the table just to communicate. Plus, your face gets blocked by the display, and people are far more likely to stop when you make eye contact—something that’s difficult to do from behind the table. Get out in front and be approachable for an effective exhibitor booth.
Step 2: Avoid Asking “How Are You Today?” at Your Exhibitor Booth
Instead of asking the bland, “How are you today?”, try asking questions that are engaging and relevant to the event. For example, if your company is presenting, ask, “Did you enjoy our presentation this morning?” or “Are you planning on attending the cocktail reception later?” These questions encourage more meaningful responses, like “I enjoyed it and had a question,” or “What reception? I didn’t get an invite,” which opens the door for you to explain what your company does. If you’re not presenting, ask about the event, such as “Which exhibit did you find most interesting?” or “What did you learn today?” These questions help create an effective exhibitor booth conversation that flows naturally.
Step 3: Have One Clear Call to Action for an Effective Exhibitor Booth
Know your call to action and focus on just one. Often, exhibitor booths overwhelm attendees with too many options—sign up for a newsletter, book an appointment, attend an event, etc. Keep it simple. If your primary call to action is to schedule a complimentary consultation, stick with that. If they decline, have a backup offer, such as an invitation to your upcoming workshop. But don’t offer both right away—focus on the most impactful action first to maintain an effective exhibitor booth.
Step 4: Collect Contact Information to Ensure an Effective Exhibitor Booth
Your main goal at any booth should be collecting contact information. Giving away swag is great, but if you don’t collect details, you miss out on follow-up opportunities. For example, rather than handing out DVDs, take a sample DVD, and offer to mail or email it after collecting the person’s contact information. This ensures you have a reason to follow up after the event and makes your booth truly effective.
Step 5: Keep Your Boss Away from the Effective Exhibitor Booth
Having your boss at the booth can backfire. Prospects will pick their brain instead of scheduling a follow-up appointment. It’s easier for your team members to handle questions and defer ones that should only be answered after hiring your firm. Let your team manage the booth and save your boss for later consultations. This will make your exhibitor booth more effective.
Step 6: Mingle with Other Vendors to Maximize Your Effective Exhibitor Booth
Other vendors are potential power partners. Networking with them can lead to referral relationships and speaking opportunities, especially at events that may be light on attendees. If your boss needs to be at the event, send them to network and mingle instead of being at the booth. This networking will make your exhibitor booth more effective in building long-term relationships.
Step 7: Bring Doughnuts
If allowed, bringing food—especially fresh baked doughnuts—is a great way to draw people to your booth. The smell will permeate the room and attract attendees like nothing else, making your booth not just effective but memorable.
Final Thoughts
Promos and giveaways are great—but if your booth attendant is sitting behind the table texting, none of your marketing gimmicks will matter. Follow these basic steps to create an effective exhibitor booth that engages attendees, collects contact information, and turns casual observers into leads.
For more tips and resources on running a successful exhibitor booth, visit our website at fire.h50.us/~hrgnmpwr/dev2/.
