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While it may still be unclear exactly when face-to-face trade shows will be back up and running again, there’s one thing we do know for sure: they certainly won’t look like what we’re used to.
You’ve likely seen endless conversations and updates on how the show floor layout and logistics will change – in fact, we’ve covered that topic quite a bit on our weekly Virtual Lunches in the Exhibit Marketers Café.
But what about the actual exhibits themselves?
There will likely be mandates on how many people can be in a booth at any given time, as well as how those people are allowed to interact. And while we don’t want to become too de-personalized, there are ways to adapt.
There will be fewer attendees on the show floor, but now you’ll also be incorporating a virtual audience. Don’t be so concerned about the number of face-to-face attendees – it will definitely be a higher quality audience. Those who choose to attend in person will no longer be tire-kickers. And now in addition you’ll have a whole new group of people attending in the virtual environment.
So how can you embrace the changes and move forward to implement them to your advantage?
To read or listen to the rest of the elements to consider, click over to the Trade Show Insights blog/podcast!
- Graphics are going to be even more important. You’ll definitely need large, bold graphics that capture attention from the aisle and clearly communicate who you are, what you do, and why attendees should stop and talk with you. They’re definitely not going to enter any booth that doesn’t command their attention.
- Create a guided path for attendees to follow. Use floor signage to self-guide people through the booth. Or you could provide staff-guided tours if you have a larger island booth. I’ve seen this done well in the past, and it may become even more popular because it prevents crowds from clustering at various points within the space. There’s even the option of having a self-guided tour via an app on the attendee’s own device.
- Allow for more open space in your booth. Exhibitors always have a tendency to ...
© 2020 Marlys K. Arnold
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With experience as both an exhibitor and show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. She consults with and trains both exhibitors and show managers from across the country, and is the author of Exhibit Design That Works and Build a Better Trade Show Image, host of the Trade Show Insights blog/podcast, creator of the ExhibitorEd Success System, and founder of the Exhibit Marketers Café and Exhibit Marketers Academy online learning community. She can be contacted via her website, www.exhibitmarketerscafe.com.