How can you create a welcoming atmosphere for customers at trade shows?

On a larger scale, where trade show booths can be upwards of 10-15,000 square feet, a memorable booth is both visually stunning and incredibly engaging - to the point where attendees can’t walk past without doing a double take. At The Kitchen and Bath Industry Show (KBIS), the National Kitchen and Bath Association has used the following as criteria to name our Booth Award winners. - Do you even have to go into the booth to get a sense of the brand? - Is there a “threshold effect” whereby you feel as if you’re stepping into a different world? - Is there a journey or story they are telling? - Can they demonstrate their product for real? - Are there identifiable or even intangible details that stick with you?

Choosing the right booth location involves a close examination of the exhibition floor plan. However, I find that securing the ideal stand space is contingent on early booking. To begin, define the stand type aligned with brand objectives and marketing strategies. Attending this year's exhibition in preparation for next year allows for a nuanced assessment of the most suitable stand space. Consideration between purchasing or renting a stand should be meticulous. I recommend areas near cafes, seating areas, and even comfort rooms as high-traffic zones and prime spots. If you’re exhibiting beside a huge brand, good for you as their traffic could be yours too.

To create a welcoming atmosphere for customers at trade shows, consider these strategies: 1. **Inviting Booth Design:** Create an open, inviting booth layout that allows easy access and encourages visitors to enter. Avoid barriers and use welcoming colors and designs that align with your brand. 2. **Warm Greetings:** Train booth staff to offer friendly and approachable greetings to attendees. A smile, handshake, or simple hello can make visitors feel valued and comfortable. 3. **Engaging Displays:** Incorporate interactive elements. By focusing on creating a warm, engaging, and informative environment, you can make attendees feel welcome, encourage interaction, and increase the chances of fostering meaningful connections at trade shows.

Depending on the area spaced we have a chair or two for people to rest a moment or so and we have water and snacks to recharge. The people appreciate it and it gives us a chance to learn about them and their company as we tell them about us.

Training staff well for a trade show booth involves several key strategies: Product Knowledge: Ensure staff thoroughly understand the products/services being showcased. Provide in-depth training on features, benefits, and how they address customer needs. Engaging Communication: Teach staff effective communication skills to engage visitors. This includes active listening, asking open-ended questions, and tailoring pitches to match individual interests. Regularly evaluate staff performance, provide constructive feedback, and offer ongoing training sessions to refine their skills and keep them updated with new information.

In most aspects of service, and especially at events with a captive audience, it comes down to hiring right. You cannot train personality , intuition and ability in reading your audience. Hire passionate, trainable, flexible, staff.

Trade shows can be exhausting and sometimes, all you want (and need!) is a good cup of coffee. However, the free coffee offered at booths can be hit or miss. We wanted to do things differently. At Mobile World Congress, our team decided to make the coffee a true standout. We hired a wonderful woman from Barcelona who owned a bike that, when pedalled, powered an entire espresso machine. People were in awe - leading to tons of social content - and the coffee tasted incredible. It made our booth one that people were drawn to, not just because of how she was able to make the coffee, but the quality of the coffee itself. It was an easy conversation starter and also brought people to our booth in a steady stream from open to close!