Thank you to all who participated in last week’s Exhibiting Pop Quiz. We shared a booth image and asked the question:
What is the number one issue or opportunity with this booth?
The options we provided were:
- The logo or brand is positioned at the top.
- There is text or imagery below the table height.
- No clear target audience is identified.
- There are too many logos.
The Results
Interestingly, most of you selected the option: “There is text or imagery below table height.” However, no one chose what we believe to be the correct answer: “The logo or brand is positioned at the top.”
Here’s Why:
To understand this, let’s step into the shoes of your prospects. Most of them are not actively seeking your company by name. Instead, they are focused on solving their problems.
The most prominent part of your booth—its headline or top area—should directly address those problems. Think about what’s keeping your prospects awake at night. That’s where your message should focus. Ideally, your headline should be framed as a question that resonates with their pain points.
For example:
- “Struggling to Improve Your Supply Chain Efficiency?”
- “Looking for Faster, Reliable IT Solutions?”
Takeaway
While branding is important, the real power of your booth lies in its ability to connect with your audience’s needs and challenges. Use the top section of your booth strategically to communicate your customer’s problem clearly and effectively.
We hope this insight was helpful! Let us know if you have any questions, and stay tuned for this week’s pop quiz. We’re excited to see your responses!
Thanks, and talk to you soon!
Additional Resources
For more on this topic, we suggest reading “Why an Effective Trade Show Booth is Essential for B2B Sales“.
About
MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.
