Is Your Booth a Traffic Jam or Smooth Sailing?

Managing traffic flow by design

by Martin Smith, President and Chief Behavioral Engineer, Buying Behavior Metrics

When it comes to exhibiting at a trade show, many companies believe the more attendees who visit their booth, the more successful the show. But traffic flow isn’t necessarily about the numbers. In an average exhibit, only 21 percent of visitors get to interact with booth staff; 79 percent don’t. Read More ...

Traffic jams and detours … The summer invasion … Shrinking space

Hello. I'm Rob Murphy, Chief Marketing Officer for MC².

Traffic, traffic, traffic. While you may hate it on the highway, you love it on the show floor. But does your booth discourage that traffic from stopping by? Does it make navigating your space a challenge? Or does it provide an area that causes staff to goof off? If you even think any of these may apply to your booth, you’ll want to check out this month’s feature article by Martin Smith, President and Chief Behavioral Engineer of Buying Behavior Metrics.

In our last issue, a marketing manager asked how to get her summer help to actually help her out. Our readers give some great advice.

This month, an exhibit manager would like to know how to store more items in a booth where the amount of storage space has been reduced. Any thoughts?

Respond to this dilemma or take our one-minute survey, and well enter your name into a drawing for a gift certificate for a dinner for two.

McAfee’s Fun and Games Approach To Serious Business

MC² creates unique show floor engagement to boost booth traffic.

MC² designed the game to be easy for the client to manage and simple for the attendee to participate. In addition, rather than taking attention away from McAfee’s products, the LEGO display and game gave the sales team an opportunity to strike up a natural conversation with attendees and walk them through the Security Control environment.

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by Ed Jones

Measurement Tip #14

How to Relate Objectives, Success and Measurement Around Three Factors that Will Make or Break the ROI on Your Event.

In my classes, I teach "Three Critical Success Factors" essential for trade show return on investment. These factors also provide the template for a compelling set of measures of regarding what is most important and what will surely be of interest to your top management.

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Last Issue's Dilemma:

I need some help with the help

Summer's here, and it's time for the annual invasion of summer interns. Some are ready to learn and contribute, but others kill time, doing their nails, playing fantasy baseball online or texting their friends. What can I do with the unpaid summer help that doesn't help at all?

— Faith, Marketing Manager       Read what others had to say.

This Issue's Dilemma:

Anyone understand the mysteries of inner space?

My company recently merged with another firm. Now, my exhibit will have to accommodate additional demo stations and product displays. Needless to say, I’m going to lose much of my storage space. Is there a way to estimate how much storage I really need?

Does anyone have a clever idea for maximizing storage space?

— Althea, Exhibits Manager

Share your experience. You could win a $100 gift certificate for a dinner for two.

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