The Role of In-Booth education

Visitors attend shows for a variety of reasons. One of the strongest is for education. Exhibitions are an ideal way for them to learn about new products and services, see new applications, or find out about new technologies and methods of increasing their own productivity. The same holds true at a consumer show where visitors have an opportunity to learn about new products that will improve the quality of their lives.

With this in mind, astute exhibitors have a unique opportunity. Whatever size booth you have, there is always an opportunity to provide in-booth education.

The presentation itself has to be first-rate. Make sure it is not perceived as a sales pitch. Seminars are considered most valuable when the visitor gains relevant, applicable information. A CEIR study reports that 63 percent of all visitors attending in-booth seminars stated that attending seminars strongly influenced their buying decision.

Seminars are different than demonstrations. The focus of a demonstration is to whet the attendee’s appetite for a product or service. The focus of a seminar is to give the attendee information that will help them improve their productivity.

Presenters need to be well prepared and rehearsed. If they give a sloppy, less than professional presentation, it will reflect on your entire organization.

Setting up an in-booth seminar should be done with care. In a smaller booth, you can get by with a couple of chairs. Your presenter will need a flip chart or overhead projector. In a larger booth, where you have the luxury of space, you can consider more elaborate audio-visual equipment and chairs. However, don’t set out too many chairs. It is better to have all the chairs filled with extra visitors standing. This creates the look of a crowded, popular seminar.

You may consider offering an incentive for visitors who watch the whole presentation. This could be a T-shirt, ball cap, samples of your product, or an opportunity to enter a draw. At one show, the exhibitor offered a crisp, new U.S. $100 bill. As you can imagine, every seat was filled.

In-booth seminars work. However, it is very disheartening to see a speaker talking to an all but empty booth. The key to a successful seminar, according to Barbara Siskind (yes, she is related), author of Seminars to Build Your Business, is in your marketing. “Marketing your seminar is probably the most important stage in your planning activities. ... Without a good marketing plan, nothing else happens.”

You can publicize your in-booth seminar through newspapers and magazines, in the show guide, on your web site, by posting notices around the show (if the show manager agrees), mailing invitations to specific visitors before the show, including a flyer in the delegates’ kit, or placing a sign in your booth indicating the times and topics of your seminars.

Booth seminars are a powerful way to attract attention to your exhibit. And, once the seminar is over, your booth staff must be ready to approach visitors to offer any further assistance they need.