Step Right Up – It’s Show Time!

Picture this: you approach the trade show booth of a company you’ve never heard of. The design is amazing, the color combinations are fabulous and the collection is unique. You’re intrigued and can’t wait to learn about this newcomer. Just as you step onto their carpeting, you’re stopped dead in your tracks – a stack of half empty pizza boxes, a pile of napkins and sweating drink cups are occupying a table situated smack dab in the middle of the booth. What’s your first impression?

No, this is not a made-up scenario. This is an actual experience I had at a recent trade show.

Now, I’m sure someone out there is responding with, “Well, the staff needs to eat.” I agree. But, your booth is not the place for chowing down!

As a former corporate event manager and owner of an event management company I might be just a bit more critical than most attendees, but I can assure you the scene I encountered shouted, “Unprofessional!” to most everyone who visited that booth. And, it was enough to turn me away, without having learned about the company or its products.

As a result of my experience, and because I prefer to give the benefit of the doubt to those who might be new to exhibiting, I want to share my “rules of engagement” when exhibiting at trade shows, conferences and other events where you are competing for attendees’ valuable dollars.

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