Trade Show Secrets #4

Hi, Everyone!

Here’s the next installment in the “Secrets of Trade Show Selling” series:

Secret #4: Furnishing Failures

In this article, you will find out what a “furnishing failure” is and why it’s of critical importance to set up your trade show booth with furnishings carefully planned.

Unless furniture is what you sell, it MUST be kept to an absolute minimum. You want as much open floor space as possible – and every piece of furniture robs your exhibit of valuable space for your visitors.

Most booths come standard with a 6′ or 8′ table and two chairs. If you REALLY need it, position the table as far to the BACK as possible so it doesn’t block visitors from entering your space – and, if they’re available, use tables that are as shallow as possible.

Many exhibitors now try to incorporate a video presentation or an interactive computer program into their exhibit. These are powerful ways to capture attention and convey information, but they should be IN the booth – NOT at the edge of the aisle. Ideally, video monitors should be above shoulder height and mounted on your wall system.

As far as the chairs are concerned, get rid of them altogether. NO ONE should EVER sit down – EVER. Sitting conveys the message that you are tired, bored or busy – and no one wants to visit a booth staffed by tired, bored or busy representatives. Keep productive tension high by keeping everyone on their feet. Even if you have one of those rare booths where sales transactions are both initiated and consummated on the spot, you still don’t need chairs. Instead, a small tabletop at standing height is ideal.

Finally, eliminate all physical and visual clutter. It bespeaks a lack of respect for your visitors. Use the rear walls for ALL signage, illustrations and, if you must have them at the show, brochures. A beautiful backdrop, a spotless piece of carpeting, a small storage cube and a few plants to add a natural element will meet your needs with a minimal sacrifice of floor space.

The bottom line of this fourth article in the “Secrets of Trade Show Selling” series is to make sure you don’t experience “furnishing failures.” Keep your space open and welcoming!

Next article, we will explore the “Science of Signage.”

-T-


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