Just in case you didn't get the memo: When it comes to trade show displays and marketing, quality interaction is in—and large quantities of product are out.
Jeff Bartle, 3D Exhibits' chief creative officer, says he expects to see more and more booths and conversation nooks in exhibits. These quiet spaces enable the exhibitors to really sit down and connect with qualified attendees.
This is a dramatic shift of best practices versus just a few years ago when trade show exhibitors were advised to qualify visitors quickly and then move on to someone else. Exhibitors were advised not to provide a place for trade show attendees to sit.
Now the rule of thumb is qualify quickly, then go as deep as possible with the qualified attendees. And while seating isn't a requirement, it can be helpful in creating thoughtful engagements.
"This trade show design approach shows that an exhibitor is serious about sitting down and talking custom solutions—it demonstrates that your company is anything but Walmart," says Jeff.
Jeff recommends that marketers combine booth/nook seating with a product-sparse approach that leverages tablets or touch screens for content. "It gives a very clean, uncluttered look if you can leave most of the product home and use the tablets as a storytelling tool in the nooks," he says. Plus, the money you save on shipping, drayage and labor related to the products can offset the costs related to creating the booths or nooks.
Three reasons to create a conversation nook in your exhibit
Booth or nook seating:
- Creates one-to-one intimacy.
- Blocks out some of the noise and commotion of the show floor.
- Shows the prospect that they've got your full attention.
- Makes the prospect feel like a VIP.
- Makes people comfortable so conversations go longer.
- Demonstrates that you are very serious about understanding the prospect's needs and developing a custom solution.
