While roaming the aisles of last weekend's Accenture Chicago Triathlon expo, I began to notice some booths that stood out - both positively and negatively. Here are a few suggestions for improving an often-expensive booth at an event expo:
Do Not: Buy a booth too large for your needs.
Do: Take inventory of the amount of product, collateral, display material, etc. you have so as not to waste money on a 10' x 20' booth space when 10' x 10' would suffice.
Do Not: Have a blank background at your booth.
Do: Get a banner, a sign, a complicated and expensive backdrop contraption...anything!
Do Not: Hire temporary staff stuck to a chair.
Do: Find a temp staff agency that has a reputation for supplying outgoing, personable people. Have a client representative or someone on site that can evaluate quality and determine if objectives are being met. Booth spaces are expensive and so is the opportunity cost of a poor set up or execution. Possibly hire extra staff so everyone is energized and ready to work, rather than worn out and tired - but don't allow them to stand around socializing while consumers pass by unnoticed. You should know what is going on at your booth!
Do Not: Hire invisible temporary staff. (According to the woman working here, this booth was "pointless" and apparently not worth her attendance - although I'm guessing she was paid for the day).
Do: See answer in previous "Do".
And now for some positive displays:
Do: Have your staff stand out front of the booth and engage with customers as they walk by, drawing them in to whatever you feature.
Do: Have something either visual or tangible that attracts people to your booth (bikes and cars are pretty easy because everyone loves to play with toys). There is nothing more amazing than the "line effect" - people will get in a line and have no idea why simply because the line exists. If you can offer something people will wait to look at, the more interest you will draw.
Do (in conjunction with above): Get creative with attractive games or fun interactive elements.
Do: Keep in mind that while the expo at an event can last a total of 16 hours or more, you only have a certain amount of time to attract potential consumers to your product or business. All it takes is a smile to attract someone or a disinterested look to turn someone away. People may know and have previous experience with your brand, but consumer interaction can make a world of difference - which is why event marketing exists in the first place!!
Do Not: Buy a booth too large for your needs.
Do: Take inventory of the amount of product, collateral, display material, etc. you have so as not to waste money on a 10' x 20' booth space when 10' x 10' would suffice.
Do Not: Have a blank background at your booth.Do: Get a banner, a sign, a complicated and expensive backdrop contraption...anything!
Do Not: Hire temporary staff stuck to a chair.Do: Find a temp staff agency that has a reputation for supplying outgoing, personable people. Have a client representative or someone on site that can evaluate quality and determine if objectives are being met. Booth spaces are expensive and so is the opportunity cost of a poor set up or execution. Possibly hire extra staff so everyone is energized and ready to work, rather than worn out and tired - but don't allow them to stand around socializing while consumers pass by unnoticed. You should know what is going on at your booth!
Do Not: Hire invisible temporary staff. (According to the woman working here, this booth was "pointless" and apparently not worth her attendance - although I'm guessing she was paid for the day).Do: See answer in previous "Do".
And now for some positive displays:Do: Have your staff stand out front of the booth and engage with customers as they walk by, drawing them in to whatever you feature.
Do: Have something either visual or tangible that attracts people to your booth (bikes and cars are pretty easy because everyone loves to play with toys). There is nothing more amazing than the "line effect" - people will get in a line and have no idea why simply because the line exists. If you can offer something people will wait to look at, the more interest you will draw.
Do (in conjunction with above): Get creative with attractive games or fun interactive elements.
Do: Keep in mind that while the expo at an event can last a total of 16 hours or more, you only have a certain amount of time to attract potential consumers to your product or business. All it takes is a smile to attract someone or a disinterested look to turn someone away. People may know and have previous experience with your brand, but consumer interaction can make a world of difference - which is why event marketing exists in the first place!!
I continue to be more impressed with each blog you post. You are certainly becoming an expert on "Running the Best Races"!
ReplyDelete