Defining Your Goal

Your goal will ultimately define the design of your booth. A booth designed for hosting meetings is not optimal for lead generation and a booth optimized for lead generation will not necessarily increase your brand awareness. You need to decide on a primary goal for the show. In rare cases define a secondary goal, if you have no other choice, and forget about achieving other goals. Trying to achieve multiple goals in an optimal way is unrealistic and will only result in not achieving any goal at all.

Common goals you can design your booth to achieve:

1. Maximizing lead generation.

2. Identifying and meeting with decision makers.

3. Holding pre-scheduled meetings with clients, prospects, or partners.

4. Increasing awareness and trust in your brand.

We will discuss how to design a booth for achieving the first three goals on the next blog, but my experience shows that the fourth goal is best achieved outside of the booth, by securing a speaking opportunity or participating as a speaker in a panel taking place at the conference. Speaking opportunities solidify your brand's authority on the topic being discussed and can drive people to your booth after the lecture.

Additionally, use the graphics and messaging in your booth to boost brand awareness and do not forget to set up meetings with members of the press and industry analysts who will be visiting the show to make sure your latest product or corporate news really takes off.

Take Away Tips

Tip # 1: Define a primary goal for your booth achieve.

Tip #2: Define a secondary goal only if you have no choice.

Tip #3: Secure a speaking opportunity for increasing brand awareness and trust.

Tip #4: Use graphics and messaging in the booth to boost awareness.

Tip #5: Do not forget to schedule meetings with industry press and analysts.