Tradeshow Booth Cures - Ancient Cures for Modern Day Problems

At first glance, nothing seems more chaotic than a trade show floor. Jaded buyers rush by, hell bent on seeing the people on "their list", while the newcomers seem a little bewildered by it all. The noise from the crowd rises and falls in a steady drone while flashing lights and other cheap tricks add to the confusion. But in this apparent disorder, a simple truth exists. The tradeshow floor is alive, full of energy and momentum. It's energy flows and eddies around us and best of all, it's possible to manipulate it for our benefit.

Today's tradeshow attendees have a hidden agenda. Actually, it's not so much hidden as "pre-determined". Budget cutbacks in the travel sector and the consolidation of retailers means that fewer buyers are covering more ground in less time. They still visit the tradeshows, but the way they visit has changed. They pre-plan their agendas and pack as much as they can into a single day.

By all means do your homework to get on their "A" list ? send out "pre-show" packages letting them know where you will be, have your sales force try to set specific appointments, and take advantage of the venue's service to contact them on your behalf. But failing your Herculean pre-show efforts, what can you do to draw people into your booth? Gimmicks don't work. Sex no longer sells! But in the ever changing world of the tradeshow, the answer could be the oldest cliché of them all, an "ancient Chinese secret". Secrets from the "science" of Feng Shui could turn your booth into a magnet for positive energy and potential sales.

Feng Shui is an ancient Chinese study of the environment, both natural and man-made, that has been practiced for thousands of years. Using elements such as lighting and color, Feng Shui masters used their knowledge as a tool to ensure the well-being of the Imperial Dynasties. No longer a closely guarded secret, Feng Shui theory focuses on methods to manage the flow of energy and when used properly, can "guide' people into your booth.

One aspect of Feng Shui involves dealing with barriers that inhibit the natural flow on energy. That being said, the first step in designing your "energy friendly" booth is to create an open atmosphere. Eliminate any physical and psychological barriers by making your booth open and inviting. Push the furniture to the back and sides to create space for attendees to come into your booth and you've taken a big step towards being "irresistible".

It should come as no surprise that lighting is a key element of the art of Feng Shui. Like moths are drawn to flame, the human eye is attracted to bright light and any booth that is well lit will attract attention. Lighting can also be effective in dealing with the stagnant energy that pools in dark corners ? a strategically positioned flood light is an excellent way to deal with these energy drains.

Light that floods downward will help energy flow throughout your booth. In contrast, under-lighting creates an eerie "flashlight held under the face" effect and can make attendees feel ill-at-ease. Avoid this potential pitfall at all costs. Another thing to consider is the actual shape of the light and its base. In making your selection, look for rounded edges ? an angular shape will reflect the light in a straight line, effectively "dissecting" your space and anyone standing in its path.

Skillful application of the space and lighting strategies will definitely increase your visibility but that's only one part of the equation. Once you've mastered lighting, it's time to turn your focus to color. But to unlock those secrets, you'll have to read the next article in our series.

Patty Stripes is an editor for The Trade Show Booth, an online resource where she has posted various articles about improving your trade show booth performance and getting creative with trade show displays.

---

Direct Mail - Dont Assume, Just Test and Track

Where to Start:Most novice marketers have definite fixed ideas about... Read More

Top 7 Ways to Get Your Products in the Hands of Celebrities

Celebrities are the tastemakers that drive brand awareness and usage.... Read More

The Real Marketing Genius

I spend a lot of my time reading books and... Read More

Trapped in Your Comfort Zone? Break Out and Send Your Marketing Skyrocketing

A marketer whose advice I generally respect recently published an... Read More

Is Your Company A Member Of The Community?

One particularly hot south Texas day, I was making a... Read More

Whats Your Marketing Attitude?

Entrepreneurs pay a lot of attention to the mechanics of... Read More

Marketing The Real You

I often wonder how the practice began of pretending to... Read More

Top 10 Benefits of Hiring a Marketing Writer to Write Your Marketing Materials

1. It costs less to delegate to a professional than... Read More

5 Tips to Grow Your Business Globally

Entering into Global markets is a great way to organically... Read More

Why Surveying Matters

What is the single most important thing you can do... Read More

Beware: Marketing Sinkholes Ahead!

Life provides your business with enough opportunities for failure. Don't... Read More

The Sweet Aroma of Highly Effective Marketing

Highly effective marketing is accomplished when your marketing materials and... Read More

Business Postcard Marketing: 35 Ways to Use It

Postcards are an effective way for many business owners and... Read More

How to Successfully Promote your Business to an International Audience

Breaking into the international marketplace can catapult a company into... Read More

The 5 Minute Marketing Plan

If I were to ask you right now, what marketing... Read More

Build your Trade Show - Virtually

Virtual trade shows are gaining momentum as a way to... Read More

Fundraising Letters Should Raise Donors, Not Donations, When Mailed to Strangers

Are you willing to spend $1.25 to raise $1? To... Read More

Business Cards That do the Business

A business card makes a statement about who you are... Read More

When Designing Postcards, Aim for Refrigerator Door Mindshare

If you want to design effective marketing postcards, then aim... Read More

Breaking The Voice Mail Barrier

Even if you never place a cold call, you still... Read More

6 Article Marketing Smarts: How To Get More Reprints And Exposure

Article marketing is the latest buzzword for marketers... Read More

Uncover Your Hidden Markets

Want a simple, low-cost way to boost your sales? Just... Read More

Is Most Marketing by Small Businesses KILLING THEM?

I just collected my mail. As usual, more than 80%... Read More

10 Effective Ice Breaking Questions

Whether you go to a Chamber of Commerce event, a... Read More

What to Include in Your Marketing Plan Write-Up

For those new to marketing planning, the thought of completing... Read More

Loan Officer Marketing ? Why Realtors® Don?t Read Your Brochures

When you place brochures from every mortgage company side by... Read More

What Does Marketing Mean?

You can have the best little business ever with wonderful... Read More

T.E.A.M Profit

As you network and meet other business owners, keep this... Read More

Marketing Effectively to More Than One Audience

What's a small business owner to do if they have... Read More

Judge Rules in Consultant?s Favor with 80-20 Rule

I opened the registered letter and was shocked. My best... Read More

Direct Mail Response Devices and How to Craft Them

Successful direct mail packages contain three things: an attractive offer,... Read More

Whats Your NICHE Market ? III ?

What effect are the baby boomers having on the economy... Read More

Writing To Overpower Your Competition

"We don't have any competition. We're a truly a one-of-a-kind... Read More