Can your business get someone’s attention in 10 seconds or less? Realistically, that is all the time you have to get someone to stop at your exhibit table and engage with you.
We’ve all been to exhibit halls at conferences where the booths all look the same: people sitting behind a table looking bored and glancing at their phone as the seconds tick by, desperately hoping you’ll relieve them of some brochures or pens so there’s less to drag back to the office, suffering through polite small talk and a meaningless exchange of business cards that you will forget about at the bottom of your bag. It's painful. I know, I’ve been there too.
What if I told you it didn’t have to be this way? With a little planning, you can turn your exhibit space into something that makes people want to stop, ask questions and really engage. You can have a meaningful conversation and begin a new relationship.
Exhibiting at events can be a key part of getting the word out about your company, but only if you stand out from the crowd. It is no longer enough to show up with a few brochures and business cards. With a little preparation and planning, you can make your exhibit booth meaningful and attract the attention you deserve.
1 - What is your goal? – Before you agree to exhibit at an event, ask yourself the following questions: Why are we attending this event? What do we want to accomplish? Are we looking for customers, clients, referrals, investors, talent? Once you answer these questions, you can design your space to meet your goals.
2 - Does your space have the “sexy” factor? – In a sea of tables, what is your “sexy factor” that will make someone want to stop and learn about your business? An exhibit should reflect your company’s brand, personality and creativity. Design your space to be interactive, well-branded and maybe a little over the top. Think beyond the limits of the six foot table:go high, go low, and mix it up.
But what if your company is not “sexy”? What if you are sort of - gasp - boring? You have two options: 1. Be boring. Slap some brochures on the table and go home, get a new job. You deserve better. 2. Use bright colors, professionally produced and coordinated items, show a video or find a creative way for people to leave their mark, so they can stop and engage. We’ve seen companies ranging from attorneys to bra-makers find a way to get people to stop in their tracks and make a positive, lasting impression.
3 - Do you need giveaways? – No. Giveaways can be cool, but it’s more important that people remember their positive interaction with you so they’ll actually take your follow up call. If cash is tight, I suggest investing in professional signage and booth accessories to make a sleek first impression. Look and feel are way more important than some item dumped in a bag, potentially forever forgotten.
4 - Did you bring the right people? – This is absolutely crucial. No snazzy goodies or coordinated table cloths can make up for uninteresting, unengaging people who can’t establish a relationship. No one wants to stop at your space where the person is on their phone, looking disinterested and bored. Bring people-friendly team members who can effortlessly and passionately describe not just what you do but why you do it. Having the right people at your exhibit space is a make or break it.
5 - Plan ahead for the logistics of the day - You know your goals, now make a plan to execute them. As early as possible, sketch the layout, make an inventory list of materials and accessories you need, review the plan (and your pitch) with your team. Review logistics for the venue: including parking, where to load-in/out (pro tip: bring your own cart to transport materials); bring some waters and even snacks (trust me on this one), throw some extra supplies into a box (you’ll be the hero with your exhibiting neighbors with scissors and Scotch tape). Do a dry-run setting up your booth, so you are not trying to figure out how it’s all going to fit when you get there. This way you’re fully prepared to spend your energy connecting with the crowd.
6 - Enjoy the experience – Pack up the business cards, wear your company logo proud and show up early to get the lay of the land. Make sure to visit the other exhibitors, gathering ideas for what works and what doesn’t. Go back to your booth and take pride knowing you are rocking it. Who knows, you could be starting a relationship with your next major client or investor!
An exhibitor booth is representative of you and your business. By following these recommendations, your business and brand can connect and thrive taking your newly formed relationships to the next level.
Shannon Pastizzo is Director of Business Development at Synapse. Synapse is a non profit guide for Florida’s innovation community to easily find what they need and share what they have to accelerate success and create thriving economies. This is done through the Synapse Summit held at Amalie Arena in Tampa and Synapse Connect as well as Synapse Challenges. Shannon has many years of marketing and business development experience, including the responsibility of over 200 exhibit booths as well as working with over 350+ companies each year with the Synapse Summit.
