The Exhibiteur Blog

What to Bring to a Trade Show Booth

aaron@exhibiteur.com (Aaron Bartelt) — Mon, 20 Feb 2023 20:02:24 GMT

The most important things to bring to a trade show booth, you learned about in kindergarten.

Trade show consultants know that you don't need to overthink this subject too much. It's really pretty simple. What you bring to a trade show booth is the same stuff you learned in kindergarten. Those key skills you learned all those years ago will serve you well on the show floor.

Face-to-face marketing is really just adult show-and-tell, listening, and making new friends.

But in case you aren't sure how that translates into telling you what to bring to a trade show booth, keep reading.

1. Bring products to your trade show booth.

Exhibitors, it's time for show and tell.

People love to touch things.

If it is at all possible, one of the most important items to bring to your trade show booth is physical product.

Depending on what you make, this might be quite a feat. Some companies will have to ship and assemble large machinery. Others will need to incorporate strong structure into their design to show off their products.

But it is worth it to give people in-person experience with what you make.

People LOVE to touch things. If you can make it possible for attendees to hold, touch and operate your product, all the better!

Live demos - seeing is believing!

Some exhibitors won't be able to allow attendees to touch product. It might be too delicate, expensive or there may be a learning curve to operate the equipment you create. Or maybe you are a service-based business.

What then?

Live demonstrations!

If you have the space in your booth, you can incorporate your own stage and demo area. But even if you don't have the biggest booth on the floor, you can still find ways to demo what you do in your booth.

Remember that kindergarten show-and-tell experience? Do that. People love fun and memorable learning.

The exhibit matters too.

You want your show-and-tell to be the best. That means making sure you have a trade show booth that can impress . Skip DIY. Get something professionally produced.

It doesn't matter if you have a 10x10 or a 100x100. Represent your brand as professionally and dynamically as you can within the space you reserve.

You want to be the kid who has the most impressive show-and-tell. And that doesn't always mean size people. It does mean investing in quality.

2. Bring technology into your exhibit.

Technology is a great way to set your brand apart. It can allow people to interact with your brand, especially if you can't bring physical products or if you are a service-based business.

A custom-created video is a great way to share information about your process, facility, team and product. Make sure if you are going to do this, you do it right. It's going to reflect on your brand, big time.

Screens and tablets enhance attendee experience.

Share this show-stopper on screens throughout your booth. Orient your screens toward the aisles so traffic walking by want to stop to see more.

Once in the booth, you can hand attendees a tablet that allows them to "choose their own adventure" and learn more about what interests them about your company.

Obviously, the ultimate goal is to get people talking to your team.

But tablets are a great stop-gap when the booth is busy or when people need some time to "warm up". Tablets can help them decide if it is a good use of time for a larger conversation to happen.

3. Bring good questions and listening ears!

Ask open-ended questions, then listen to what people say.

Face-to-face marketing provides one of the best opportunities out there to get really engaged with people who can drive your business forward. Hearing what they have to say is invaluable.

So resist the urge to launch into a sales pitch at every turn. We know meeting new people can be hard. It can be awkward. But people love when others are interested in what they have to say. Be that person.

You just might learn something you weren't expecting. It might give you the competitive edge you need to win new business or to develop a new product.

Remember, the inventor of white out (Liquid Paper) was Bette Nesmith Graham. She never finished high school and was a typist. The idea behind her huge success was derived from watching artists fix mistakes when painting windows to celebrate Christmas.

Bottom line, ideas come from all sorts of places, all sorts of people. Listening ears. Probably the best thing you can bring to a trade show.

Make new friends

Connect. Don't sell.

As your friendly neighborhood trade show consultants , we recommend you NOT bring business cards to your booth. Whoa. We know.

If you are at the point in a show-floor conversation when you would normally trade cards, whip out your phone. Ask to connect on social m edia. LinkedIn is an o bvious choice for most B2B shows.

But don't be afraid to ask to Facebook friend, follow on Instagram, or whatever might make the most sense for this particular relationship.

Or instead of a social media connect, ask for their number so you can text them a quick hello. Then you each have the other person's contact in their phone.

Here's why...handing someone a business card does three (not so great) things.

3 Reasons Not to Hand out Business Cards

Gives them something they need to keep track of. Something that adds clutter to their life. Something they need to search for if and when they do decide to reach out to you.
Gives them work to do. Pull out all the business cards you got at the show. Add whatever ones you need to your phone or address book. What a pain. It's much more likely these cards will sit in a pile until they end up in the trash.
Puts the follow up on them. Well, that isn't how a new friend would act. Treat them like someone interesting you met at church, the gym or a local parent group.

Next time you are on show floor, skip the cards and go in ready to make new friends.

Friends follow up

New friends follow up. They say "I had a great time with you".

New friends want to help. They share things their new friend will think are interesting - even if it has nothing to do with your business. This can be send a link to a new audio book, a news article, a show they just have to watch on Netflix. When you are friends, you enrich each other's lives. Not just to get something out of each other. But to show you genuinely care.

New friends pursue. They ask to continue the relationship.

This could be (in more formal situations) an ask for an official business meeting. You know your sales process and funnel best. But in other cases, it might be a meet up for coffee. This can be in-person or virtual.

Remember to walk the line here and don't be creepy. New friends shouldn't be creepy. And delegate out. If someone else on your team has more in common with this person, let them take the lead on it. Everyone will benefit.

Bring humility. Use the resources at your disposal to move your company forward.

All the most important things to bring to a trade show are the things you learned in kindergarten.

Bring the best gosh darn show-and-tell at the trade show. (Make the other kids jealous.)
Bring your curiosity and listen like crazy. Ask questions.
Bring your friendliness and humility. Make new friends and then develop those friendships.

The actionable, tangible stuff

A List of Trade Show Essentials

The rest of the things you need to pack for your trade show are just that, other things. But they are needed to achieve showing attendees something in your booth. So what do smart exhibitors include in their trade show packing list? Check out our smart trade show booth essentials below:

A dynamic and interesting booth
A trade show booth built to serve your brand and business needs is an absolute must. Pair this with great graphic design and an intentional marketing strategy fo r best results!
Media displays
People will want to dive further into your story. This can be as simple as photos on an iPad or as complex as a custom video on an LED array.
Your people
Prep your team ahead of time and remind them to share their passion for their work. People love that.
Collateral
But make it creative. Remember you can spend some more money to make a really interesting and engaging piece if you are selective about only giving collateral pieces to people who seem like a potential VIP.
Swag
Swag is a trade show must-have if it makes sense for your brand and marketing strategy. Ask yourself: does your business benefit from being top-of-mind? Giving attendees something that will keep your name around can be a benefit. Again, make it nice! No one wants another stress ball. A high-end coffee mug, now you're talking.
A plan for lead capture
Know in advance how you will collect contact info from prospects at the show. Many shows offer a service for this or you can bring your own iPad to send info direct to your CRM.
Furniture
Bring your own or rent from show. (Pro tip: Chairs in your booth should only be in lounge or conference areas for meeting with prospects. Otherwise your sales people should be standing to greet people. We know the days can be long, overstaff so people can take breaks. That comes with the added bonus of being able to network and walk the show outside of your booth!)
Hospitality
Water, snacks, chargers. At least pack these items for your team if you aren't planning to provide hospitality items to attendees.
Flooring
Set your booth space apart by having flooring that is different from the carpet provided by the show. For smaller shows, this might be bringing an area rug to liven up your décor. Larger booths often have this built into their plan and can be different color carpet on up to custom crafted smart floors, LED screens. Weirdly, in flooring, the sky is the limit.
Floral
Adding plants or flowers to your space can really change the feel of your booth. Often this is available as a show service. Smaller shows you can often bring your own.

At the end of the day, if you can focus in on what you learned in kindergarten -- show and tell! -- you will have the most successful trade show booth at the show.

How To Set Up a Trade Show Booth

Fri, 17 Feb 2023 15:10:43 GMT

Successfully setting up a trade show booth starts long before you arrive on the show floor. It begins with well thought out goals for your program and ends with an ROI that makes you smile.

In the middle are a bunch of other steps, including selecting a type of trade show booth that works for you. Meaning, it hits your goals for engaging with your audience.

Your exhibit also needs to hit your goals for set up and take down. In the industry, we call that installation and dismantle or I&D for short.

Below we discuss the steps to set up a trade show booth from concept to reality. We cover types of trade show booths and give a 30,000 foot view of what I&D looks like for each type of display. We also look at options for I&D for do-it-yourself exhibitors and booths that require a professional team.

Ready to learn? Let's go!

Keep Function Top of Mind

Know your why, then be intentional about the how

Going through the below exercise may drastically change how you set up a trade show booth from a design and functionality perspective.

We are (obviously) big believers in face-to-face marketing. But you'd be surprised how many people just start doing it because it's a thing they think they need to do. (Without being sure why.)

As always, start with why. (Yes, that's a shout out to the genius of Simon Sinek. If you haven't read it, g et Start with Why toda y! Such a great read.)

What do you want to get out of your trade show program?

Are you attending shows primarily to gain new leads? To start or close partnerships? To launch new products and initiatives?
Why are you excited about exhibiting?
When you are all sitting together after the show is over, what would be a "success"? What would be a "failure"?

How will you measure ROI?

What other questions can you think of to help identify your goals for your trade show program?

We strongly advise writing this down somewhere. A vision, when put to paper, becomes the first step toward a plan that works!

How can you set up a trade show booth to achieve your goals?

Now that you know what your objective is for exhibiting, you can start thinking about function. What do you need your booth space to do for you?

This is a great question to have answers to before reaching out to trade show consultants and exhibit houses for expert help with sourcing, production, design and execution.

Experts in the industry will ask what needs to go on in your booth. Having the "what" (backed up by the "why") is crucial to being able to set up a trade show booth with success.

Here are some common trade show booth components to think about in this phase:

Conference rooms / meeting space needs (How private do these need to be?)
Product displays (How big? How many?)
Technology integration (Monitors, displays, tablets, etc.)
Storage needs
Demo or speaking areas
Lounge or less formal seating for impromptu conversations
Messaging needs

You may have other things that are important to you. Don't be shy about letting your team know about those from the start. You might even decide to do a "nice to have" vs "have to have" list of priorities.

This allows your designers to keep a balance in mind between function and budget. (Yup, this is the step where this gets real.)

Producing an exhibit that works

The "B Word"

Quick detour here to everyone's favorite topic. The oh-so-scary "b word". Budgets. Yikes!

The less time this topic spends as the elephant in the room, the better.

Trade show booths are extremely customizable, and there are options for everyone who wants to get into the face-to-face marketing game. That said, you aren 't going to get a custom exhibit with a banner stand budget. No sir.

How much do trade show booths cost?

If you are just starting out and have literally no idea what this is going to cost you, we recommend setting up a call with an industry expert that can walk you through what to expect and costs you might not even know exist.

There is more to exhibiting than just the cost of your trade show booth properties and booth space.

If you have a set budget for a new booth build, be up front about that when starting design. We find giving a range works well for exhibitors to truly get options that they love. Options that don't break the bank.

It doesn't do anyone any good if you fall in love with an exhibit that you simply can't afford.

Hitting brand, budget and function is key. (Beauty doesn't hurt either!)

Moving on now from concept to reality. You have the ideas about what you need to set up a trade show booth that works for you. Now comes the fun part.

It's the job of a trade show consultant or exhibit house to come alongside you now and take those foundational ideas and make them come to life .

An expert in their field will take those needs into account and then pair them up with marketing best practices for trade shows. They will weave branding opportunities into the functional needs of your booth.

Then a great trade show consultant will top it off with some beautiful design elements that elevate your brand and booth.

A good exhibit house comes alongside you to bring that concept into reality. Navigating all the ins and outs of the booth build.

Sometimes this process is quick. Especially for smaller, simpler trade show booths. While more complex builds will require months of working together to make it come to life.

But at the end, there it is in the flesh. Your trade show booth. And now it's showtime!

Show floor - it's time to physically set up a trade show booth!

DIY booth setup and take down - the good & the bad

Sending in your team to do this final step is an option that many exhibitors with smaller booths choose to employ.

One obvious benefit is you keep your expenses down by not laying out the cash for a crew to do this job for you. Remember you are still paying your team to do the work too. So it's not a zero-sum game.

Also keep opportunity costs in mind. If your people are tied up setting up a booth for a day, what work will they not be doing at the office?

But if your set up is relatively easy, having your people tackle this has other benefits as well.

It's a great team-building activity. Especially if you can ensure whoever is lead on the project is optimistic and approaches this as a fun detour from the normal routine of work.

Attitude is everything!

Types of Trade Show Booths

1. Portable Displays: Banner Stands

The easiest option when it comes to setting up a trade show backwall is a banner stand. These simple pull-up banners take less than 5 minutes to get set up. They are lightweight, cost effective and truly a trade show booth setup that anyone can handle.

Exhibitors often choose this setup for smaller shows, events or job fairs. It's a great option when space is limited and attendees will be up-close to your booth.

Banner stands come in a metal casing with a extendable pole. You attach the pole and pull up the graphic, attach it to the top of the pole and you are all set!

Want your exhibit to stand out more while using banner stands?

Put several banners next to each other for a full backwall in your exhibit space.

Add lighting to banner stands for even more impact.

Another way to stand out when using banner stands is to add light. There are options for arm lights that are lightweight enough to attach to the top of the banner.

These are also pretty easy to set up with a simple clamp and plug. Again, so easy that most people can handle adding this lighting to your trade show booth.

Other banner stand options

You can also get wide banner stands. Double-sided banner stands are particularly helpful if you have an open space and traffic coming from two sides. There are even (slightly more complex) banner stands now that are backlit.

So even when going extremely basic with your trade show booth, you have a lot of options!

Trade show consultant pro tip:

Keep the graphic design clean, sleek and modern - even on a banner stand. It makes a huge difference.

2. Portable Exhibits: Pop Up Displays

Welcome to the world if portable pop up style displays.

This category encompasses systems that are slightly more labor-intense for a trade show booth set up. But are still simple enough that most people can handle a DIY set-up with a bit of training and practice.

Simple Fabric Frame Backwalls

These type of trade show back walls incorporate a frame structure, often aluminum tubes or click-together metal poles, with a fabric graphic.

That fabric either acts like a pillowcase that goes over the metal poles or tucks into a channel along the edge of the metal frame.

With these simple components, set up of your trade show booth is a breeze. Even when adding upgrade options like a lightbox or arm lights.

Collapsible Pop-Up Displays

It's an oldie but a goodie. The standard pop-up frame is a tried and true option for those who want an easy trade show booth set up.

The collapsible nature of pop-ups mean this style of exhibit is affordable and easy to use. There are also a ton of ways to customize these back walls.

You can choose an option with pre-attached graphics. (Talk about easy set up!) Or you can go with an option where you can see the frame for added dimension and interest.

Regardless of the customizations you select, the collapsible pop up display will have a smooth set up. Simply expand the frame, lock into place and apply graphics (as needed). Add lights for a pop and set up is complete!

There's a reason why these bad boys have stood the test of time.

3. Modular Trade Show Displays

The next step up on the exhibit type hierarchy are modular displays. Now this term can span a wide range of options. As you can have a pretty easy to set up modular display for a 10x10 booth space.

A modular display system can also be used to construct the biggest booths you see on the show floor.

For that reason, this style of display falls solidly in the middle between easy do-it-yourself set ups and more complicated sets that require a professional installation and dismantle team to complete. (More on that next!)

Modular trade show displays are versatile with lots of options for smart design and a customized look. And can come without the price tag a fully custom exhibit would carry!

On a tight timeline? Modular kits are the solution.

There are modular display kits available which are perfect for moving through the design process quickly. Custom spaces take a lot of effort to configure and design to specs that make everyone happy.

While this process is hugely beneficial, sometimes you just need a quick solution for a show that is coming up faster than you realized.

4. Custom or Custom-Modular Trade Show Booths

When it comes to exhibit design and set up, the sky is the limit. Well actually whatever height your show regulations say is the sky is the limit. But you get the idea.

Here your team can work with trade show consultants and design experts to create a booth that has it all.

They may use components from a modular display system. We love this approach because you can get the most bang for your buck when it comes time to reconfigure for different booth sizes.

Using parts you already own to scale up or down as you exhibit at different shows can really go far in stretching that budget!

Other components may be built from wood, metal, or other creative substrates. Walls of greenery and plants. Architectural interest created with lighting. Huge LED panels, see through screens, high-end lounges. It's all possible.

With this kind of involved structure, your set up will definitely be handled by a team of I&D experts, riggers and other show-floor vendors to ensure you exhibit is ready to go when the show opens.

Hiring an installation and dismantle crew to handle exhibit setup

This is often the only option for exhibitors with a larger or more complicated booth. Even for seasoned experts, setup can take a week or more for large-scale, intricate booths!

But it's not just for big-booth exhibitors. Installation and dismantle (I&D) crews will also handle smaller booths.

What's the benefit?

Your team shows up at a trade show booth that is ready to rock and roll. This can be a morale boost for people who are used to the stress and frustration that can come with the set up process.

Not all people are mechanically inclined. For these people setting up a booth falls somewhere between a trip to the dentist and paying taxes on their fun-o-meter.

If this describes your team, you might want to consider hiring a pro crew to take care of this for you.

A 10x20 booth kit, for example, might be easy to set up for an internal team of people who have some mechanical aptitude and enjoy physically building things.

This same booth would likely be a very daunting challenge for someone who does not like to put things together.

Looking for booth inspiration? Check out some cool ideas here.

And of course there are more custom, large-scale booths that require a crew of pros to do set up and take down. Often that won't even be left up to you.

Be sure to check your show book for booth restrictions, regulations and rules. Each show has its own level of expectations when it comes to who can work setting up a booth.

Make sure you know what these rules are before you buy a booth and before you arrive to set up. If this isn't all prepared for properly, you might have some big and unexpected bills to handle. (Super bummer!)

At the end of the day, you have to determine what set up strategy is best for your company at your next show. (Don't be afraid to assess this often, things will change as goals, set-ups and team members shift over time.)

Following the above steps on how to set up a trade show booth will lead your team to greater success when participating in face-to-face marketing. Starting with intention from the beginning will ultimately give you less stress and better ROI for your program.

And isn't that something that can make us all smile?

How to Make Your Trade Show Booth Stand Out

aaron@exhibiteur.com (Aaron Bartelt) — Thu, 16 Feb 2023 14:57:12 GMT

There are a few things pros know about how to make your trade show booth stand out. We're excited to share some of those insider tips and tricks with you here.

We get it. You need your trade show booth to stand out if you want people to spend time getting to know your brand on the show floor. Half-hearted exhibiting at a trade show isn't enough if you truly want to move the needle.

Face-to-face marketing is extremely effective. As we found out during the pandemic, meeting virtually isn't the same as having that in-person connection. But to make connections, you need to get people to stop and talk to your team.

Clean, modern exhibit design is key.

Design Your Trade Show Booth with Modern Materials and Professional Graphics

Trade show booths that welcome people in.

When we started in the trade show industry, pop up displays with velcro-applied graphics with carpet covered panels were popular. Man, we have come a long way!

Trade show attendees now want to be wowed with exhibit spaces that are inviting. Exhibitors win when they incorporate design elements and accent pieces in with their brand messaging and technology.

Modular systems are perfect for doing just that. (We love the Nexus system from Agam.) These systems are gaining in popularity. And it's no wonder.

With the ability to reuse and reconfigure system parts, it's a no brainer.

Great for design. Great for the company's bottom line.

Make sure your graphic design is on point.

Even the exhibitor with the best designed booth at the show will lose if their graphics are not designed with a trade show experience in mind.

Make sure you are working with a designer who understands best practices for trade show graphics (or consult with industry pros to make sure your internal designer knows the best way to proceed).

Here are a few tips for trade show booth graphics:

Keep text to a minimum
Less is more. No one should be standing there reading your booth wall. They should be talking to your people!

Logos - Think placement
Get it up high and at eye level. People across the show floor should be able to spot you. And the people who are standing next to your booth should not be confused, straining to look to the top of your booth for your name.

Professional photos and video
If you are going to use photos or video in your booth, hire a professional to custom-make content for your company. Show off your product, your process, your people.

Spice it up
Use brand-matching colors, patterns and graphic elements to add interest to your booth and reinforce your brand. Remember, think big. You don't want a small pattern that is going to be too busy or an element that is too small to see from a distance. And get creative. Dimension. Different substrates. Get inspiration anywhere and everywhere!

Lighting makes all the difference

Ambient lighting isn't enough. Don't rely on it.

Yes, the exhibit hall will be well lit enough for people to walk around. But the ambient light in the hall is used equally by everyone. And you want your trade show booth to stand out.

Enter lighting into your booth. Don't skip (or skimp) on this crucial piece of the exhibiting puzzle.

Light boxes help you outshine the competition.

Light boxes allow an entire graphic to be backlit. Bringing a show stopping element to your booth. Both light and color. This is particularly compelling if you have some amazing graphics that you want to pop.

It's a perfect application for something you want to prominently feature.

With exhibit technology being what it is now, you can do a light box as part of a hanging sign or even in a small booth space. Talk about standing out from your neighbors!

Recessed lighting, it's not just for homes anymore.

Home owners have long loved the look and control of recessed lighting. So it's not surprising at all that this high-end look has made it's way to the show floor too.

If you have the budget to do it, recessed lighting is a understated way to introduce lighting that suggests quality, stability and a high-end experience. (Yes, this can be accomplished even in small booth spaces.)

Below is an example of a 10x20 exhibit kit that uses recessed lighting in conjunction with shelving areas for product display.

Note how the recessed lighting allows for clean line design (remember that point from above?!) and introduces light to the booth that will help showcase product?

That's a win-win in our book.

Accent Lighting: Chandeliers, pendent lights and more!

Remember how show attendees want environments that are inviting?

A booth where people want to hang out is a place your team can engage more comfortably, for longer periods of time.

So adding lighting elements that are pretty, modern and enhance the design of your booth is a great way to help your trade show booth stand out in the crowd.

Want to go BIG? Hire a trade show lighting expert to make a splash.

Have a larger booth? Want to make a big impact? There are lighting companies that specialize in exhibit lighting. Their expertise has even blown away these seasoned industry pros on several occasions.

They know how to make light do their bidding, adding pops and cascades to perfectly complement graphics, products and design elements.

Ask your exhibit house about adding this valuable vendor to your roster for the next big show you attend. You'll see a huge difference.

Want to see what we are talking about? Check out the work of the team at Fine Design. They are magic-makers!

(Note: Expertise like this doesn't come cheap. It's not for newbie exhibitors or small booth spaces. But for those who want a big showing with their big booth, it's a guaranteed way to stand out against your competitors!)

Don't cut corners on finishing touches. Like ever.

Wrinkles are only cool on grandma.

Your table throw or fabric graphics must always be pressed, steamed and looking their best.

There is nothing worse than a wrinkly fabric in a trade show booth. Attendees notice little details like that. It reflects on your brand. Make sure their first impression of you isn't that you are sloppy and unprepared.

If you have a small booth and do your own set-up, bring a steamer.

If you pay for installation from a trade show I&D company , make sure they are looking for these details and delivering the booth to you in pristine condition. You may have to be on-site (or have someone from your exhibit house on site) to help ensure these details are handled to your satisfaction.

Replace old, beat up or dated looking graphics.

The beauty of fabric graphics is that they are easily replaceable. So when you find that one is still looking dirty, stained or gross, don't hesitate to get it reprinted or updated.

Again, show attendees will notice a booth where graphics look less than desirable and will associate sloppiness with your brand.

Same with dated design. If a graphic is using old logo, tagline, colors or just "old" looking elements, get that switched out for some new show-stopping graphics! Don't wait. Your show ROI depends on these little finish details.

DIY looks DIY

A cobbled-together booth will look haphazard. People will draw conclusions about the level of professionalism and quality you bring.

People can spot DIY from a million miles away. Especially if you end up with a neighbor who used professional materials and services. (Ouch!)

Yes, going to a show is an investment and an expense. We strongly recommend doing research and having clear internal discussions before beginning a trade show program . (What do we want to get out of the show? What shows are best to attend? etc.)

If you do it just because other people are doing it, you won't know what to spend on the program and that will hurt your ROI.

As with most things in life, do it the right way or don't do it at all. (Or wait until you are ready to do it right.)

How your staff works a booth matters, a lot.

Never sit. Stand and invite people in.

Ever walk into a store where the clerk is sitting behind the counter, hunched over and kind of grunts at you as you come in? Not the best way to start a shopping experience.

Contrast that with the experience when you walk into a high-end boutique or tech store. A smiling person greets you, asks your name and leans in as they ask, "How can I help you today?"

Night and day difference. Right?

Don't let your booth be that first store.

Yes, we know. Working a show is hard on the sales people. It's a lot. Their feet are going to hurt! You can help without becoming that first store. Make sure you staff with enough people that they can rotate taking breaks out of the booth.

Do not. I repeat. Do not. Have ugly folding chairs in the booth for your staff to sit on.

Have meeting rooms. Or lounge furniture. Seating areas for more detailed conversations with attendees. Yes.

But your team should never be sitting there unless they are having a conversation with a prospect.

Be ready. Greet warmly. Stand to stand out.

Ask open-ended questions, engage and LISTEN.

It might be tempting for your sales staff to launch into their elevator pitch about why your company or new product is best. But you aren't pitching. You are relationship building.

Have your team ask open-ended questions that get a person stopping by your booth to share their pain points. You'll be surprised how much people will tell you if you just ask and shut up.

What are you hoping to get out of the show this year?
Why are you stopping by our booth today?
What has been your biggest challenge recently?

The answers you receive will tell you everything you need to know about how to serve this particular person.

Take notes during or after the conversation.

Connect with trade show attendees.

Skip the collateral. Even (gasp) skip the business cards.

Okay, hear me out. I know it sounds sacrilege to forego the long-standing staples of brochures, info sheets and business cards.

You are going to the show to connect with new people. To serve new clients or make new partnerships.

People who are attending a show are likely traveling light and don't want to schlep a bunch of stuff home to sort through later. Also, people are busy. So don't give them another thing to add to their to-do list. Be different.

You could hand a new prospect a stack of collateral with your business card on top.

Or you could say, "Hey, I've really enjoyed our chat. I don't have any business cards on me. Would it be okay if I connect with you on LinkedIn?"

Depending on your industry and what would be appropriate, you could ask for a connection on Facebook or Instagram. Feeling bold? Simply ask to text a quick hello so you have their contact info and can continue chatting later.

And BOOM! Just like that, you are not a business card on the stack of junk for them to throw away.

You are a connection, a friend, a follower.

Then you can initiate future communication. Meaning they don't have to do a thing to keep this relationship going.

You'll move it forward because you are ready to serve them.

Customize your follow up.

If you follow the advice above, after a show you don't have a generic list of leads to blast with a standard "post-show follow up". You have new friends.

And notes about those friends - notes about what their needs, pain points and other personal details to customize your follow up.

You'll stand out to prospects when your customized message pops up in their messages when everyone else is doing an e-blast. In your message, re-establish a personal connection. Engage with their content. Like their posts.

Provide value. "Hey, I found this video and thought of that thing we talked about."

Share info about your product/service that will solve a problem they told you about. Address specifically how it can help them, make their life easier or make them look great to their boss.

This kind of customized and personal approach will make you stand out in a crowd.

Your trade show booth needs to follow these tips to bring people in.

You and your team doing the right things can bring the deal home.