Design is everything in the specialty biz, and the booth needs to be well designed too. The big firms can hire the people to do $250,000 designs, we have budgets of say $500. Here is a booth and my critiques...
1. Why is Guangdong Cotton Trading Company selling childrens toys? Something is wrong, I’d keep moving... Fix the name...
2. Where are the scenes of aspiration, people enjoying the product? Not Beige walls, large photos of happy people pushing carriages, kids taking air. (The booths across are worse, cartoon of kids flying - in safety gear booth?) Do both products sell in the same stores? If not, that is a problem.
3. Expensive booth, I’d go bright white. No shelves. Shelving display is deadening. The helmets should be flat on the wall making a peace symbol or something. Except for one or two, the strollers should be collapsed to show how easy when opening. The skate boards at an angle. Wire one trike overhead, flying...
When a new customer approaches the booth, the seller can point to the trike in the sky and say “our #1 seller this year. Do you have a kids store?” (Start qualifying.) NEVER say “may I help you?”
When an old customer comes in, greet and say “Can I show you what is new?” NEVER say “may I help you? “
Whoever the customer is start making a mess in the center of the booth... opening strollers, putting down skateboards... make action in the booth. People gather around heat. Get hot.
When someone comes in you are too busy to help, point to the trike in the sky and say “that is our #1 seller this year.” And then turn back to the customer. In about 10 seconds back to the newcomer say, “Do you have a kids store?’” And then turn back to the original customer and continue the sales process. The turn back to the other buyer and hand him the MOQFOB form for him to study...
A salesperson should be able to handle 3 or four clients at once.
4. Yes, tables and chairs out. Leave a podium for people to write on. But leave room for lots of activity around your product.
5. Sales people never sit down. Neither do customers. Let them sit in someone else’s booth. If nine hours is too long to stand (it's not), rotate sales people in and out. No sitting.
6. Old products out front, so old customers recognize instantly and new customers see proven items. New product in back so old customers have to wade in to see them.
7. Shelving display is deadening. The helmets should be flat on the wall making a peace symbol or something. The strollers should be collapsed to show how. Wait, I already said that. But I mean it.
8. Neon lighting at eye -height. You’re fired.
9. Two instances of loose wires in walkways. You’re fired.
10. Booth numbers above the niche lighting 2 feet high... & populate with product...
Whatever their sales are, I could double it if I can train the staff and redesign the booth.
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