How can you be a memorable exhibitor on a crowded trade show floor?

Trade show design has changed the way we think about information. There are goals that everyone wants to achieve but less and less B2B organizations take the creative route to stand out and get the attention of the attendee’s. When I went into trade shows before COVID, I would make sure that I made the experience interactive and fun. How we make people feel is what attracts new business. What’s surprising is seeing how many businesses are still hanging onto the old model which long ago burned out. It’s 2024 and we can certainly do better.

Have a giveaway for raising funds for the show. Train your team working in the booth on the right questions to ask if you have the money you also provide entertainment like a singer even if it’s only for one hour entertain, entertain, and feed, appetizers, coffee or wine or all good to have around During the entire show. Also, make sure you act as a sponsor for the event and that whether you’re there your friends or not, you introduce yourself around to the other vendors.

#1 might seem 101 for many reading this, but it's so true. Many attend shows just because they've always done it, or other undefined reasons. Have clear goals, KPIs/metrics, and expectations for success/failure. Discuss these with your account manager for the event and your team so everyone knows exactly what's expected. One example goal, if you were purchasing booth, registration, and a set of 25 1:1 appointments, could be 5-7 to the next step call and 1-2 sales. In addition, you could set a metric for appointments booked OUTSIDE of the 25, as you should also leverage any list, app, or Linkedin to find out who you know is going and booking your free time/meals to maximize the event.

A visually appealing and unique stand design that reflects your brand is the foundation. But I'm convinced these days, interaction is key: Engage attendees with interactive displays and demonstrations to create a memorable experience. Use social media before and during the event to attract attention and visitors. Use creative marketing materials and presentations to make a lasting impression. Finally, follow up after the event with personalized messaging to reinforce your presence and build lasting relationships.

Well reading the above I found myself wondering 🤔 who goes to an exhibition without a clearly defied goal of why they are even exhibiting from the first place ! What the goal is ultimately it will involve getting peoples attention meaning than your position in the exhibition hall or field is of great importance.1. Are you at the entrance, center stage or the end of the exhibition? 2. What is it that you have that will keep the eyes glued and build curiosity for the people to come and learn more about your goal or offering? What samples or free useful items can you give away that people will use daily and remember your business or offering? We use to give people jump ropes and pens after treating them to a great show.

Designing a booth that stands out is vital in the bustling atmosphere of a trade show. At KILOW∆TT, we’ve seen the impact of integrating brand identity with innovative design. Utilising bold, brand-centric visuals and interactive elements like touch screens or VR experiences can transform a booth from a static display to an immersive brand experience. It’s also crucial to balance aesthetic appeal with functionality. Comfortable seating and thoughtful layout encourage longer visitor engagement, turning brief encounters into meaningful connections. Remember, a well-designed booth isn’t just a space; it’s a statement about your brand’s creativity and professionalism.

The first step of any trade show process is stopping aisle traffic, and until you stop aisle traffic, nothing else you do matters. Nothing stops a crowd like movement, energy, and "something happening." When we hear an amplified voice an aisle over or we see a crowd forming across the hall, we want to go over and see what's happening. Remember that your ideal prospects - your existing clients, your former clients, and your competitor's clients - already think they know who you are and what you sell. Product messages won't grab their attention. You need to do something that's interesting and compelling - and probably not business-related - to attract their attention.

In most cases the industry spends as little as possible when it comes to attracting attention. Before The pandemic and after, nothing has changed. The industry has yet to discover the difference that visuals can make. Creative direction is at a low due to budget. Trade show owners could create an incentive for exhibitors and inspire some competitive design challenge. I have yet to see this but it’s one way to change the status quo.

The booth design will be influenced by the offering at hand. We sold shows for entertainment to cooperate events and all. When ever we go on an exhibition we hardly ever have to design a booth because what we had on offer needed to be demonstrated live most cases. A table that will prepared with brooches and all that had details of our offering was always on site within our 3x4 meter space where random shows will take place of different act to attract the eyes and the person on the table dealt with the enquiries from those who loved what we are doing. At one stage we were over committed, I had to play the shows on my flat screen meaning reduced exhibiting space and change in design given there were no live performances. Be flexible.

The experience I had was in a booth where more than 5,000 people visited it every day. I designed the booth in such a way that on the first floor only the product could be shown and on the second floor VIP guests of the collection could enter to talk. This allowed me to lead the show for 4 days without any problems

It’s almost impossible to win the war for attention with booth design. Everyone else is doing color, signage, giveaways, and sound. If you compete with the same tools, you just blend in. Your ideal prospect probably thinks they already know you. “Content” won’t stop them. Do something that attracts a crowd. A crowd of people attracts more people. Movement and sound make people think “something interesting is happening over there.” Create a spectacle! Never underestimate the importance of attention. Just as a copywriter makes sure the envelope gets opened before he writes the sales letter, remember that nothing happens in your booth until someone stops. From there, you can deliver a message and qualify the people in the crowd.

I think the best way to achieve this is to have your actual staff manning the stand. Too many people hire agency staff to do this and there’s simply no way they can promote / sell your business the way your own people can. Trust your people. They’re your best salespeople.

We never put anyone in the table who didn't know and understand what we were about. You don't want to miss on opportunity because someone has to now make calls or look for someone to ask what the potential client needs to know. We definitely had a few guys who could handle an questions and give very detailed responses while if possible sealing a deal right there and there. It is very important that whoever is put on that booth is 1. Well represented, 2. Knowledgeable of what they represent, 3. Passionate and able to sell the story, 4. Must be a people's person engage with other exhibitors whenever possible for future collaborations. We have gained a lots of work from collaborating with other exhibitors in the past.

Social media does not get taken as seriously by this industry in comparison to others. One of the major reasons why is because independent professionals have no time and they are not willing to pay anyone else to do it for them. Having a presence is a personal choice that each person, organization or corporation makes. Even newsletters and blogs have fallen off due to lack of time and budget. I know personally that I have built a community with a following of 2500 since starting in July of 2022. Creating your brand identity is the only way you can reach out to audiences from near and far. future. The younger generation uses it daily for a reason and so should you if possible. Ask me if you need guidance

This was taken care of by virtue of having live demonstrations for us which built a curiousity and made our presence more felt and engaging. Having a wow factor I found it to work very well and wow factor could be even the way your booth looks, it must attract people to it so that your rep can be able to present your offering and close those sales. People tend to walk far and away from cold booths with nothing interesting making it hard for whoever is representing you to even get a chance to engage with the potential client/s to be. The booth and the person both must be well presented and interesting to engage with.

This might sound obvious, but if you want to be memorable, you have to do something different from what every other booth is doing. Do something interesting - have something that attracts a crowd, captures attention, and gives people something to look at. Make them stop and watch. Do something that gives people a STORY to tell about what's happening in your booth. Most booths want to compete for attention based on color, shape, and messaging. If you compete on those criteria, you're going to blend in.

Provide a cool and unique experience to draw people to your booth. For example I did one event as an exhibitor where all other vendors just had informational handouts, products to test, or standard giveaways. I built a photo booth in the style of my product and had a TON of traffic at my booth for the experience. I also sent invites prior to the event letting attendees know where to find my booth. We turned it into a party.

Offering something valuable doesn’t have to be something big, they can be small but significant gestures that form lasting impressions.

Passion within your chosen career is felt. People don’t remember most they meet at a trade-show. Why is that? So many people hang out to catch your attention as you walk by and often people are drawn in by giveaways that are garbaged before they even leave the trade-show floor When you make someone feel welcomed and speak to them about anything other than business, you will find that human sustainability takes over. I began a campaign during a trade-show in both Toronto and Las Vegas It’s called Hello My Name Is Human. I do not want people to remember my name. I want them to remember how I made them feel. I manage @event minds matter a community building brave spaces to amplify the conversation on mental health and wellness.

Individual connections that are authentic are the way to go. This is exactly where you want to place all of your extroverted employees.

Be strategic in choosing the location for your booth or stand within the floor or venue. Instead of solely focusing on lead generation, prioritize creating an immersive experience. Carefully consider the strategic placement of your stand to maximize foot traffic, increase visibility, and ultimately provide a memorable experience. When you leave a lasting impression, attracting a natural influx of QUALIFIED leads becomes second nature. After all, it's not just about being seen; it's about being unforgettable.

When I was running North American sales/marketing for a tech vendor, we only did shows that also offered a set of 1:1 hosted buyer appointments. Gone are the days where you have to hope and pray for someone to come to your booth, shows like Connect Live Events and ETL now offer 1:1 appointments where you’re able to select a track with your vertical of interest and meet with buyers *actively sourcing for your services.* Microevents are another great way to think beyond the booth and invite your target buyers to something special. Whether it’s a happy hour, a wine tasting, Jeffersonian Dinner, or something else, it’s a great way to move the needle and add a memorable experience for buyers.