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Show Booths Don’t Lure Prospects—People Do

Posted on October 25, 2006

By Peter LoCascio

While most exhibitors understand the value of quality with regards to their trade show exhibit materials, some might do better at maximizing their effectiveness by more adequately focusing on important intangible entities, namely the personal connection.

First and foremost, in considering what constitutes a successful exhibit presentation, you must remember that people attend trade shows to do business with people—not with inanimate objects such as props, graphics, or sales literature.

The trade show environment is one for creating that opportunity for pleasant human contact. The exhibit merely creates an environment conducive for people to meet each other—the person in that booth must take things to the next level by drawing a prospect into the atmosphere the booth has created, and then engaging them in a way that piques interest and builds trust.

Think about it: What does the trade show attendee actually see when he or she approaches your exhibit? The perception could be similar to the difference between entering Tiffany’s or entering Wal-Mart. It all depends on the total picture you present, including your booth, your products, and your people.

If your most important trade show were a sporting event, it would likely be your own Super Bowl—a single three-day tournament under one roof.

The question is, are your people prepared to perform on that stage?


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