The Hawthorne Effect

Cookies?  Coffee?  Free lunch?  How to keep your booth staff in the booth and effective is an age old question.

Companies today still follow lessons learned from a study done some 80 years ago dubbed the "Hawthorne effect".  The experiment found that performance improves when people perceive they are receiving special consideration.

Turn consideration of your booth staff into productivity with treats and perhaps modest but special "thank-you" awards of $10 or $20 gift cards.  And be sure to let them know you recognize their toil by thanking them for their hard work and support.  It works!

How much space do people need?

Most of us are uncomfortable in narrow aisles - especially when there isn't enough space to pass someone without brushing them. We don't like being squeezed tight when perusing a booth.  When designing your booth, leave enough room between display elements so visitors can maneuver in your booth space untouched.  And instruct your staff to avoid blocking the narrow spots.

Find more tips at www.espexhibits.com

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With tight budgets in an uncertain economy, exhibit managers must find ways to minimize costs. Below are a few tips drawn from an article published in 2003 that still apply.

1. Negotiate Booth Space Discounts

Bypass the salesperson and call the show manager directly. Show management would rather make less money on an occupied booth space than no money on an empty booth space.

2. Trade Your Stuff

Is your product or service something that show management or exhibitors can use during the show? Can your CEO give a speech? Trade for free booth space.

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As an exhibit manager, you are expected to know everything about everything - including graphic production - when it comes to managing your trade show program.  Graphics used to be my least favorite topic simply because I didn't know a PMS from a CMYK.  While I still defer to experts when it gets too deep, just knowing the basics gives me comfort.  Hopefully it will do the same for you.

Know Your Suppliers
Make sure your graphic designers are capable.  Review samples of their work from concept to end product.  Evaluate quality and compare to your need.  Is the work relevant to the scope of your project in terms of graphic size, materials, and level of difficulty?

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Trade shows and events still represent the best and most meaningful way to connect with key customers.

According to Exhibit Surveys, Inc., "Exhibitions and events accelerate the sales process faster than any other media or form of direct marketing." A bold claim that is measurable and provable. While costs keep rising, trade shows continue to attract qualified buyers and influence their purchasing decisions.

Approximately 81% on average of trade show attendees are in a position to recommend or make final purchasing decisions.

This statistic known as Net Buying Influence (NBI) has remained constant since 1998.
Additional results of Exhibitor Surveys' April 2009 report:

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