Being with The Promersberger Company for more than 25 years now, I've attended 83 trade shows (assuming my rough count is exact). My first was the ICUEE show of 1997 and it’s been a regular rotation ever since.

I’ve worn holes in countless socks, overpaid for at least 250 marginal show floor meals and learned to absolutely hate visiting Las Vegas. But, more than anything, I’ve observed that even the savviest exhibitors aren’t always making a point to be on their best booth behavior.

A prime example is the tendency for a booth to be treated as an extension of the office, rather than a welcoming place for attendees.

The Makeshift Office

A common sight in large booths these days is a nice front reception desk, which seems like a logical spot for visitors to walk up and ask questions or be directed to the person they’re looking for.

However, it’s not uncommon for these reception areas to quickly transform into a makeshift office, with several employees uncomfortably sitting on chairs or stools, feverishly answering emails on their laptops. You’ll often see these same folks doing this day in/day out for the duration of the show.

Larger exhibitors with this type of setup will usually have plenty of other people in the booth ready to visit with potential customers, but that makes one wonder all the more why these office staff are even there … or, more importantly, why are they positioned as the first people you encounter?

To be fair, we all understand – especially in today’s connected world – that everyday work tasks don’t go away when you’re at a show. But if office employees are so busy that they can’t attend to booth responsibilities, why make them travel to a different city for what amounts to doing their usual work, except under miserable conditions?

I think there is a perception that the more bodies in the booth, the better – the all-hands-on-deck approach. In this case, I’m sure those people would rather be back at the office where they can be more productive. Having people at the reception desk who are actually ready to receive visitors would be more effective and better reflection on the company’s brand.

The Solitary Starer

At the opposite end of the spectrum from a large booth is a smaller 10x10 exhibit manned by a single employee, who is often sitting on a folding chair, sometimes hidden behind a desk, and all too frequently staring at their laptop or smartphone. Is there anything more welcoming?

Most people are just programmed not to bother others when they look busy, even when they’re the customer. Sure, they might circle back later, but it’s just as likely they won’t. I know it’s impossible to entirely avoid emails throughout the day, but when you’re working a booth solo, it’s even more important to be ready to put your phone away at a moment’s notice.

The Circle Of Doom

What’s worse than one person camped out in a chair ignoring you? A large group of exhibiting employees sitting in chairs that circle a table – especially when they’re engaged in an active discussion. The booth visitor is already put off by the fact that everyone has their backs to him/her, and if a conversation is taking place, you’re essentially daring that person to interrupt. It’s a bridge too far for most.

I don’t so much blame the people as much I do the tables/chairs. They are just magnets. That said, sometimes the identical problem can occur in a standing circle without the aid of furniture. In any case, my advice is to stick with smaller standing tables in the general booth area. Larger tables and chairs certainly have their value for impromptu meetings, but it’s best to place these in walled-off areas out of view.

Does this mean that booth staff must avoid all intracompany conversation on the show floor? Of course not! While meeting with customers and prospects is the stated goal of any trade show, getting valuable face time with your own colleagues – especially territory managers and other sales folks who don’t frequent the home office – is a valid use of time when assembling in the same city.​

The key is to simply be aware of your surroundings when working a booth. It’s okay to spend a little time checking those emails, taking those phone calls, and having those chats … just try your best to avoid doing those things at the expense of a potentially productive interaction with a visitor who has made the effort to enter your booth. 

Do you have your own pet peeves with trade show booths?

I’d love to hear them, as we’ll be addressing other trade show topics in future articles. Also, if you’re ever interested in a quick assessment of your own booth plans, just let us know! We’re always happy to provide our two cents to help clients maximize the return on this huge investment.