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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

b) Arrange your booth in an attendee-friendly way.

Ensure that your booth is approachable and has materials
that support your messaging that can be seen (but not
read) from a distance. For example, if you have a large
booth, such as a 20' x 20' or 20' x 40', allowing some
room for an attendee to walk into your booth to look at
displays. If booth staff members see that an attendee is
taking some time to read through materials and look at
images and displays, then they can approach them and
engage in conversation.

c) Manage exhibitor materials.

Most shows offer an exhibitor list/description/visual guide
to attendees. Each show offers different exhibitor list
tools—understand which tools are being made available
by each show and use them to your advantage. These tools
are key resources for attendees to plan which exhibitors
they want to visit. Some larger shows have virtual tours in
which companies can upload a logo, company description,
and/or any key offers (i.e. speaker presentation, seminars,
discounts for purchases/agreements). Know what your
competition will be doing and plan accordingly.

This is also important for lead qualification—the quicker
an attendee can understand who you are and what you
do, the quicker they will decide if you are relevant to them.
If attendees are able to self-qualify, you don’t have to deal
with irrelevant booth traffic.

3. Have Good Staffing

My standard staffing suggestion is one person per fifty
square feet of booth space. This ensures that there is always
someone ready to help attendees without making the booth
look overcrowded and desperate.

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© 2012 Lisa Shepherd