FROM THE INDUSTRY
Don’t have an up-to-date photo on your LinkedIn profile for all of your presenters, and make sure that they don’t look at LinkedIn at all and have their contact email address there be an old email account they don’t use any more. Make sure your badge is turned around so they cannot see your name when you welcome them on the booth - in fact don’t have a badge at all! Don’t tell anyone anything about your products that would be helpful to understanding them. Make sure industry consultants cannot come on the booth - because they never work with any of your future or current clients. Make sure your booth is just a big meeting room with high walls, so it looks incredibly unwelcoming. Don’t have demonstrations of your product / services at all, even slide ware. Eat your kebab lunches on the high tables that you have in your booth for meetings with clients. Don’t have refreshments on your booth, and don’t offer anything to any visitors - got to keep control of those costs.
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Don’t have a booth networking ‘happy hour’.
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If you are going to have refreshments/drinks in your happy hour, make sure only alcohol is available, and never have food that caters for those with allergies or intolerances, or even personal choices. Make sure there is a step up into your booth on all parts of the booth or the main ones anyway, so you can see how adept wheelchair users can be in getting into your booth, or for tired legged attendees to look funny when they trip over the step.
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The organisers must ensure that they don’t fix drainage issues, so your booth has that smell of a toilet at all times.
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Make sure your booth design makes it look like a bazaar and put labels on the product so it looks like you are selling them there and then. Ensure that there are continuous high walls around your booth so no one can look into it. Make sure your booth layout looks like an assault course for a health and safety training session - so you have a chance of building a long-lasting connection with your prospect - one that includes a black eye or bruising.
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Volume 47 No.1 MARCH 2025
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