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In a recent post, I strongly suggested getting rid of the ‘free chairs‘ usually provided at a bridal show.

That being said, I’m not too enamored with the ‘free’ 6-foot banquet table, typically covered and draped in white.

Poor use of tables

• At the front of your booth: Placing a banquet table at the front of the booth, creates a barrier to passersby. You want people to enter your area; however, with the barrier, if you’re talking to just a couple of prospects, others people will pass you by. This is made worse by using those ‘free chairs’ to sit on, behind the table. Prospects are now looking down at you.
• Placing video or computer monitors directly on a table: Standard table height is too low for people to see monitors, easily. A platform or pedestal of some kind should be used to elevate any kind of video or TV monitor.

Better positioning of tables

• At the side or back of the booth: Most exhibitors need one table to display brochures or place other items. By using either side, or the rear of the booth, you have successfully removed the barrier. Now, prospects may actually enter the booth.
• Higher tables: It can be helpful to elevate the height of the table. Suppliers for trade shows usually offer extensions (about 8-10″) that will raise the the table to ‘counter height.’ Now, if a prospect wants to flip through a scrapbook, they are at a comfortable height that does not require bending over. There is usually a small fee for this upgrade, but it’s worth every dime. You will also need a different length skirt, to reach the ground.

Bending the rules:

• Creating a conference area: If you typically require more time with a prospect, you may want them to be seated. Even then, it is recommended that you not use a standard chair or table. A ‘high-boy’ or cabaret table, used with a stool is ideal for a little extended conversation.
• The sample photo (upper right) shows a set-up that includes a small podium and stylish stools (with a back). This set up works well for a connected conversation.

Don’t just accept what you’re given with the booth rental. Upgrade or bring in outside rentals to create and inviting space that is optimal for your style of meeting and conversing with brides and their entourage.

If you have photos of a successful and ‘different’ exhibit booth (yours), please send it to me.

Andy Ebon
The Wedding Marketing Authority

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written by Andy Ebon \\ tags: bridal show, trade show table, wedding fair, wedding marketing

Last night I made a presentation at the Las Vegas Wedding Network about effective wedding trade show exhibiting (Mining Bridal Show Gold).

It included a wide range of issues, from goal setting to training employees, following to asking for the order. Naturally, it included a rather entertaining segment on the important rationale in staging a booth.

To me, one of life’s great puzzles, is why virtually every trade show provides you a table and two chairs. The table may be useful if placed effectively, but the chairs are not just useless, they are a big-time-negative-factor.

You want people to look you in-the-eye, not down at the top of your head. You should either be standing, or, if you need some support (maybe you have a bad back or get tired feet easily), then upgrade to a bar stool or similarly high chair.

The only thing worse than one chair is two chairs. Two people, seated, will tend to turn and talk to each other, and unknowingly ignore the prospects, as they move into the area outside the booth. If you even have the ‘appearance’ of ignoring a prospect, in most cases they will just keep walking.

My advice: For your next bridal show, 86 the chairs!!

Andy Ebon
The Wedding Marketing Authority

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written by Andy Ebon \\ tags: Andy Ebon, bridal show, chairs, trade show, wedding marketing blog, wedding show

Fresh off an extremely successful pair of presentations at the Wedding MBA, last month, Andy Ebon is home to speak in own market, to the Las Vegas Chapter of NACE, at Dragonridge Country Club, Wednesday, October 22nd, 6pm.

Always adding new wrinkles and updates to his presentation, Andy promises to stir the pot for an audience that has new challenges on its plate, due to the further economic uncertainty of the past few weeks.

If you are interested in attending, just click through to the Las Vegas NACE website, and register online >>

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written by Andy Ebon \\ tags: Andy Ebon, Las Vegas NACE, Marketing and Selling to the 21st Century Bride, marketing strategy, Wedding Marketing Blogger