EXHIBITOR’S CORNER

A Worthy Destination

How to design an effective PACK EXPO Las Vegas booth.

Jefferson Davis, President, Competitive Edge

Did you know that according to the Center for Exhibition Industry Research(CEIR), the average attendee at a B2B trade show stops at 31 booths while at the show?

That being said, at a large and very well-attended show like PACK EXPO, the number of booth visits is likely to be more than that. The possibili ties are endless with 2,000 exhibitors available to 30,000 attendees and countless networking opportuni ties. So, how do attendees determine which booths to stop at?

Every decision an attendee makes on where to focus their time and attention while at a trade show is based on where they believe they will get the most value. Always remem ber: Where the value is clear, the deci sion is easy!

It is your job as an exhibitor to create a value-based experience worthy of attendees’ time and to make sure attendees are aware of the experience you offer.

The critical question to ask when designing your exhibit and visitor experience is: “What is our brand identity, our core value proposition, and what do we want our target visitors to SEE, DO, LEARN, and REMEMBER as a result of visiting our exhibit?”

A thoughtful and well-crafted answer to this all-important question will guide you in creating an exhibit and experience worthy of the attendees’ time.

Here are six ideas to help you design a more effective exhibit worthy of attendees’ time and attention:

1. Budget: At least 20% of your total show budget should be allocated to your booth and visitor experience. Do not cut corners here. Too much is on the line.

2. Booth Size: You need enough space for exhibit properties, furnishings, demonstration equipment, booth staff, and visitors. It is always better to have a little more space than you need than not having enough space. Access & Layout enter, navigate, and exit your exhibit. Avoid placing tables across the entrance. Create clearly designed and highly visible zones for engaging visitors, demonstrating products and services, educating visitors, conducting meetings, and capturing leads.

4. Identity and Branding: Carefully consider the identity and brand message you want to communicate and make sure your exhibit quickly and visibly supports both.

• If you are positioned as innovative or leading edge, or fun and easy to work with, or solid and stable, make sure your exhibit design elements support this identity. Work closely with your exhibit house to select materials, properties, A/V, images, shapes, and colors that support your