In this presentation, we discuss some of the best practices while planning your booth for sales advancement at trade shows.

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Best Practices in
Exhibit Design To
Aid Sales
Advancement At
Events
How to Design Your Booth
For Higher Event ROI

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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

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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 discussions
In-depth conversations between
customers, SMEs and/or Support can help
strengthen existing relationships

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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

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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

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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

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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

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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

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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

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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

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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
?
>5

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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

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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.

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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
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