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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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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Stop Spending Time with Every Trade Show Visitor!

Some exhibitors have a hard time understanding that every trade show visitor is not a good lead. Recognizing the three types of prospects and treating each correctly can save you and them time.

1. Type A:  Ready-to-buy or order now.
   This is why you are exhibiting at the show, spend quality time with these customers.
2. Type B:  Has an interest, but needs more information.
   Your goal is to convert Type B to Type A. Try to discover who they are. You will be able to do more with him/her than simply provide a product brochure (which they won't read later).
3. Type C:  Has no interest.
   Either doesn't want or need your product or at least thinks they don't. Don't spend time with Type C - try to avoid him/her. An exception is if your booth is overstaffed and people need to look busy.  A better solution for that however is to send someone home!

Attract the right prospects into your booth.

1. Display good signs and graphics with strong messaging.
   Get attention by providing clear descriptions of who will benefit and why. This gets people to ask themselves, "Is that me? Maybe I should talk to someone." Avoid standing in the aisle dragging people into your booth - it rarely results in more sales.
2. Effective Presentations
   Good presentations in your booth draw crowds. By sprinkling trivia about the industry or your product category throughout your presentation, your audience will feel they've learned something in addition to your product details and benefits. At the end of the presentation, tell them where to go next  such as to the order desk or to a company representative for more in-depth discussions.  Type C prospects viewing your presentation can usually determine what they may need from you. If they learn something during the presentation, they'll leave with a good feeling about your products and your company. Offer a small giveaway or company brochure but avoid the urge to go after them. If they are to become customers, you'll get them later.

Sandy Flom - sandy@espexhibits.com

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