2) Now walk around. But walk around differently than ever before: You’re not cruising for clients and prospects; you’re just an attendee strolling the grounds. Again, look objectively. Which booth looks most inviting? Where do you want to go? What’s pulling you? Is it interesting or entertaining? Is it a catchy message or flashy graphics? Is it a magician submerged in a water tank? What is grabbing you?
3) Keep walking. You’ll likely blow past lots of small booths with dispirited folks staring at their smartphones. No problem. Channel your inner tradeshow attendee. Imagine you’re on a quest for the ultimate giveaway. But, in this case, the ‘giveaway’ you’re looking for may be the one brilliant idea that will make your next booth better.
4) Now walk faster. Imagine you’re in a car, hurtling down the highway at 75 mph. Think of the next booth you see as a billboard. Does it catch your eye. Does it tell a story … and tell it quickly? Do you remember it?
5) Return to your booth, reflecting on your experience. On the way back, pay special attention to traffic flow and location. Now, granted, you may not have your choice of the prime real estate at the show, but you should still do some reconnaissance. Does the booth by the main entrance get the most traffic? Or do people blow right past it to get further into the hall? Check out the booths near the Bathrooms or Food Court. How are they doing? Is it worth considering positioning yourself next to some of the bigger players at the show? Or just to get as close to the Starbucks as you can??