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I have been told that I need to work both sides of my booth at a
tradeshow. What does this mean?
By Donna Dahl of MaKoYe Marketing
I have been told that I need to work both sides of my booth at a tradeshow.
What does this mean?
Working both sides of your tradeshow exhibit refers to working the booth
from front to back, from the inside out and from the outside in, and from
both left to right and right to left. All of these spaces and directions
need to be planned out in advance in order to design the position of your
display materials and your furniture. Start with identifying the purpose of
your presence.
When working your display from front to back, ask yourself if you want your
visitors to enter your space or not? Will you require a clean and tidy,
unobstructed walkway to allow several visitors to be present at one time? If
so, you may decline the usual 2’ x 8’ table that often comes with the rental
of the booth in favour of more free space or alternative furniture.
When working the space from the inside out, what do people see from the
outside to attract them enough to step toward or into your exhibit? Are you
alert to the visitors in the aisle? What could you say if you make eye
contact? How could you communicate your appreciation to them for sharing a
few minutes of their valuable time?
When working the booth from the outside in, step across the aisle and size
up your 3-D masterpiece. What do you notice? Make any necessary changes and
remember to take pictures for your scrapbook.
When working your booth from either direction, start by taking a walk. How
close do you have to get to “see” your portable store? When you arrive from
the left, what do you see? When you arrive from the right, what do you see?
Is that the visual picture you want to communicate?
The size of your booth will affect the amount of space you have to cover and
the amount of staff you need to manage the space. A good rule of thumb is to
have a minimum of two staffers for what is known in the industry as a 10 by
10 space.
If people are paying for purchases on site, is there comfortable space for
taking receipt of funds and packaging items? Will visitors get tangled up
with exiters?
Remember that even the best plans may need tweaking once you are actually
on-site. The use of space by your booth neighbours may have you making
last-minute changes.
For more advice on tradeshow marketing, contact Donna Dahl of MaKoYe
Marketing at 403.720.9876, email
donna@makoye.com or visit
www.makoye.com
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