Who had the very best booth at the September 2010 International Catholic Stewardship Conference (ICSC) in San Diego? In our opinion, we award the following:
First Place: Our Sunday Visitor (most interactive & welcoming). Sure, their booth was huge. But the design was really impressive. The free photo session (although low quality) was interactive and captured leads. The products were on display.
Second Place 3-Way-Tie: Faith Interactive / LifeTouch / Catholic Stewardship Consultants (best showing of client benefits, although still could be better)
Third Place: Visit Isreal (best overall use of imagery)
Simple ways to improve your trade show booth:
- Invest a few bucks in a contemporary trade show booth. Older-style booths and simple stands can make your company look obsolete or unsuccessful. No matter how good you really are at what you do, your appearance might say otherwise.
- Understand the difference between features and benefits. “Contains Sugar” is a feature. “You’ll love the taste!” is a benefit. Show off the benefits.
- Make sure your benefits can be seen clearly from a distance, and avoid using small type on your backdrops. Look at your booth photo below. If you can read the benefits on the photo, you’re in good shape.
- Use fewer, better words on your back drop. If there’s too much for a person to quickly read, they won’t read it.
- Don’t sit down at your booth. It looks bad. If you need to sit down, let a co-worker take over for you, and go in the other room to take a break.
- A table holds stuff, and it shouldn’t block visitors. Turn your table to the side so that your space is more welcoming. Or better yet, get rid of the table.
- The vendors wearing branded clothing, embroidered shirts, etc. You are more memorable.
- The business who made an effort to collect email addresses for follow-up.
- The representatives who stood in front of their booth to greet guests and invite them to stop.
- The companies who are willing to break new ground and move away from obsolete products / services.