The Best Indoor Booth Layouts Promoter Shares Tips for Maximizing Space
I have been promoting shows since I started Artisan Promotions in 1983. During that time, the world has changed dramatically, but good booth layouts have remained consistent.
We are talking about an industry that involves making products with your hands, heart, and mind. The purpose of drawing potential buyers into your booth is the essential point. When that part is accomplished, the next part is selling to them.
I have always favored the U shape. Arrange products to draw the public out of the aisle and into the booth. Once in a booth, they should feel like they have stepped inside a store and whatever is on the sides, back, or outside the booth is irrelevant.
Maximize Space
Since you have a limited footprint, maximize the space by thinking cubically rather than linear. That means you need to have levels for the eye to follow — build up as high as possible.
If you have large artwork, you will naturally hang your bestsellers. If you have small pieces, take photos of your most eye-catching products, as well as images of you in your workshop, to hang.
Get Noticed
Spend some time and money on a unique booth. I have always told my exhibitors they have 30 seconds to catch a buyer’s interest as they are walking by the front of their booth and to entice them in.
Stand in front of your booth and look at it as if it were not your space. Where does your eye go first? Is that where you want buyers to go?
That is an important question. Your booth design should flow from there. You are proud and confident enough in your product to be in the show to begin with, so make a statement.
Light it Up
Lighting makes a difference. However, because of cost, exhibitors frequently choose not to rent it.
Battery-operated lights are an option that can be amortized over many shows and should be considered. If you have a canopy roof, your booth feels cozy but also dark. By adding lights, you produce magic. Incorporate strings of lights to add ambiance.
Where To Be
I like to see artisans standing in a corner of their booth. Of course, this is based on their setup. Positioning yourself in this manner makes you available, but not in the face of guests as they enter your booth.
Exhibitors are often seen sitting in the back of their booths. Do not present yourself that way.
Instead, engage with your product by primping, straightening, cleaning, and organizing to show ownership and that you care. And if there are several customers in your booth, it makes it clear whose booth it is.
Think About the Acoustics
If the show’s venue has music, do not compete with it by having your own music. When you create your own store space, it goes a long way toward cutting ambient sound.
If a promoter has music that is so loud it interferes with the conversations you are having with customers, tell the promoter to lower it.
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The retail world studies how to design and sell. Take the time to read some of the articles — many which are available online.
Attend some shows specifically to look at booth designs and get ideas for your own space. Color is important. Use it to your advantage. Decorate your booth to be fun, whimsical, or elegant. You want to leave an impression.
Make sure your booth number and the name of your company are easily visible. You want buyers to come back to your booth after their initial round of walking the show.
Put your business cards in a visible location. Make sure they are readable and contain the contact information you want the public to use.
Storage containers should not distract those who are visiting your booth. Be sensitive to your guests. Do they want to talk or not? Avoid engaging in long conversations about yourself. Sometimes, I am unable to look at a product because the vendor is very chatty. Bits and pieces about your craft are usually a good opener.
Producing shows takes a tremendous amount of work. You are provided with the show days as an opportunity — go into it with positive vibes.
My goal as a promoter is for all the exhibitors to sell out. I know this is impossible. However, if your neighbors are doing well and you are not, it is time to look carefully at your booth and product before blaming the promoter. Wishing you all the best!