How can you create a conference booth that stands out?

Many first-time exhibitors go into a trade show thinking, "this will be the show where we make a ton of money!" Then, they get disappointed when all they've done is collect business cards and swag the other booths couldn't give away. You need to have a clear reason why you should exhibit at the show you've selected. Does it have your ideal clients/customers? Is it known for being where the who's-who of your industry goes for the latest knowledge? You also need a clear, measurable metric of success. "Raising our profile" isn't measurable. "Booking 20 new sales calls with qualified prospects" is. You need to be honest with your measurable goals too. Don't collect 1000 business cards and call the show "successful." Otherwise, don't bother.

What would make your booth stand out? Is there a color for the design that will stand out compared to the environment? Does your layout encourage people to enter, or does it keep most on the periphery? Are you aiming to bring in as many people as possible, or have people stay as long as possible? These are important questions as you consider design and layout as part of your customer journey. Your booth should, ideally, have a way to stand out, and there are many ways to do so - but aligning with what you want out the event is important (as well as what value that would add to your attendees).

Your booth is not going to appeal to everyone. That's the reality. You're there to recruit a great fit for your job, event, product, etc. Understand who you are bringing this booth for. With my mentorship program, I know that my main audience is students and young professionals. My booth is not going to center around people aged 45+. I'm going to cater to 17 and up. I will have self-care goodies they can take home, I will have a photo booth that can be shared on social media with our logo on it, etc. Please do not think you can cater to all ages or all types of people. You can wow everyone, but only a few will be interested in what you have to say and offer. That's who you make your booth relevant for.

You can spend a million dollars on a spectacular booth... but if your ideal client/customer isn't at that show, it's a gigantic waste of time and money. You need to have a product or service that's relevant to the show's audience. The show needs to have an audience that's relevant to your product or service - it's a two-way street. Once you've confirmed that your ICP is going to be at the show, talk about what you'll be showing off at your booth. Don't just regurgitate what someone can find with a quick Google search. Trade shows are fantastic opportunities to unveil new products or make big announcements. Tease it on social media and stream from the show floor!

How your staff act on the stand can have a greater impact on how you stand out than anything else. A human beings, we judge others from our fist impressions - so make sure that the first impressions are positive. Open and friendly body language, approachable facial expressions, dressing appropriately and having clean shoes. All these things tick boxes in our subconscious. A stand that stands out is the sum of a lot of actions and items. In my opinion - the human factor is the most important.

Was presenting at the OpenStack summit with a few collaborators. The preso was loose and light. We got feedback from the audience "Who are these clowns?" and I will always treasure that.

When you decide to exhibit at a trade show, think about the pre-show engagement. Can you line up appointments and demos with attendees ahead of time? That way, by the time show day rolls around, your booth already has a line-up. Don't forget the follow-up too. So many companies fail to follow up with their hot leads. If you can, get a meeting booked on both your calendars - on the spot. Be proactive about getting a commitment from buyers about their next steps. If someone isn't interested in booking the follow-up now, find out when. Don't let someone walk away with no tangible next steps. Either disqualify them, or get that next interaction booked.

My industry, most of serious conference guests is men. I would hire beautiful promotion girls to distribute leaflet at front desk and a small thankyou gift once they are done hearing the short demo.