Designing your booth exhibit for sales advancement

© 2017 Jifflenow Meet Customers. Advance Sales. Close Deals.


Best Practices in Exhibit Design To Aid Sales

Advancement At Events

How to Design Your Booth For Higher Event ROI


INTRODUCTION

• Trade shows offer companies an opportunity to interact with a

targeted industry audience

• Companies are setting aside a large portion of marketing budget on

events

• A recent study* shows that attendees take between 3 and 5 seconds

to consider approaching a booth

• Here, we have listed some best practices for designing your exhibits

to aid business development at events

*Study by Center for Exhibition Industry Research

http://www.ceir.org/


Companies invest between 18 - 20% of their annual marketing budgets on events

Events are a great way to interact with and build lasting relationships with target prospects and customers

Companies now use the exhibit space to build and convert business pipeline

The design of the exhibit space will determine whether the company attains its pipeline goals

WHY BOOTH DESIGN IS IMPORTANT

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EXHIBIT SPACE AND SALES ADVANCEMENT

At events, companies have the opportunity to meet with prospects face-to-face

In a comfortable setting, sit-down meetings tend to be more effective and action-oriented

Companies can conduct product demonstrations and get Subject Matter Experts involved in sales discussionsIn-depth conversations between customers, SMEs and/or Support can help strengthen existing relationships


BOOTH DESIGN BEST PRACTICES

The modern exhibit space contains everything from audio-visual demo stations, lounges, classrooms, and even lavishly set up bars. When customers walk in, they expect a smooth and engrossing experience that goes beyond just a badge scan. Here are a few best practices


Space out registration desks and make sure they are manned

sufficiently

REGISTRATION DESK

Integrate badge scanners with the meeting management software to

reduce time spent in data collection


MEETING ROOMS

House products and posters that can be showcased

during the meeting

Soundproof the meeting rooms to avoid external

distractions

Plan meeting rooms for different meeting capacities


EXECUTIVE LOUNGE

These lounges need to create a setting where senior

executives hold meaningful conversations with prospects

Place them near meeting rooms so that they can meet executives before heading for

a meeting

Companies include an executive lounge in the exhibit space for senior executives to meet prospect CXOs and VPs


HANGOUT ZONE

Hangout zones are equipped with couches, coffee tables, high chairs, WiFi connectivity, mobile and laptop charging stations, and sometimes even offer gourmet coffee on the

house

Booth personnel can guide customers to the hangout zone to relax and

ease into a product conversation that leads them to a demo


DEMO STATIONS At trade shows, the number of customers requesting product demos is going to be

high. So ensure that the booth is equipped with enough demo stations for multiple

demo requests simultaneously

Space them out evenly so that they do not disrupt other demo

experiences

Have formal schedules, calendars, and staff planned for each demo

station

If all demo stations are occupied, offer the attendee the next available

slot


EXPERIENCE STATIONS

AR / VR technology can be used if the products are too large or complicated

to assemble on the show floor

While running them through a demonstration, an experience station can help them understand first-hand,

how the product works


POST-MEETING FEEDBACK

Strategically place tablets outside the meeting room so that they can fill up the

survey right after meetings end

Keep the questions simple

Get customers to rate the meeting experience, rather than asking them open-ended questions. Do not forget to provide space for comments and

queries

Having more than 5 questions will significantly increase the response

rate you get from attendees

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>5


EXTRA SPACE

Place couches and redirect walk-ins to them when meeting rooms are not

available

Use this space to manage ad hoc activities or meetings


SALES ADVANCEMENT AND YOUR BOOTH

Event planners often report that establishing ROI from an event and seeking budgets are two of the topmost challenges for their function. As a result, it makes sense to approach events with a sales pipeline-focused strategy and also design the exhibit in a way that enables as many direct or indirect sales conversations as possible.


COMPANIES THAT TRUSTS JIFFLENOW

Jifflenow is a sales advancement platform that B2B companies use to meet customers, advance sales, and close deals. We help companies accelerate their sales cycles by making it simple to schedule, track, and analyze in-person meetings with prospects and customers. We transform the way companies approach B2B meetings by enabling them to capture, distribute and analyze meeting data. Companies ranging from medium sized businesses to Fortune 1000 corporations use Jifflenow. Jifflenow is backed by Accel Partners and Saama Capital and is based in San Jose, California.

THE SALES ADVANCEMENT COMPANY

Copyright Jifflenow 2017. All rights reserved1330 S Bascom Ave, Suite C, San Jose, CA 95128 | [email protected] | www.jifflenow.com

Designing your booth exhibit for sales advancement

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