Article Written By Mike Thimmesch

Recently I wrote a surprisingly popular blog post called “44 Things A Booth Staffer Does.”  Some readers were amazed at the wide range of skills and tasks booth staffers require, while other readers wanted to share with their naïve peers just how much staffers actually do.

That led me to think about the job of your biggest booth staffer.  And I’m not talking about that body builder from sales, or the big cheese CEO.  I’m talking about your trade show booth.

Trade show displays are multitasking marvels made of metal, wood, fabric and more.  Just like your booth staffers, they’ve got a very long to-do list.  Imagine what it takes to build one thing that has to do all 37 of these things well:

1.    Build, enhance, reposition and maintain your brand

2.    Support your booth staff

3.    Generates leads

4.    Be seen from a distance

5.    Communicate quickly

6.    Stop attendees

7.    Help attract qualified attendees

8.    Promote your benefits

9.    Announce your product markets

10. Break your company into new markets

11. Tell your story

12. Host a presentation

13. Provide meeting space

14. Display your products

15. Introduce your new products

16. Recruit new employees

17. Advances the buying cycle

18. Host a press conference

19. Make a statement

20. Reinforce a themed message

21. Answers questions

22. Store your staffer’s stuff, plus promotions, supplies and electronic gear

23. Facilitate dialog

24. Scare your competitors

25. Reinforce business partnerships

26. Welcome customers

27. Change booth sizes

28. Change messages to fit different markets

29. Instil pride in your team

30. Impress investors

31. Minimize operating costs

32. Pass show regulations

33. Pack down efficiently

34. Set up as easily as possible

35. Travel without getting damaged

36. Last for years

37. More than pay for itself

Your trade show booth must be a marketing powerhouse, a great host, a workplace, and a versatile team player.  Need help to create a multitasking powerhouse display?  Contact the Skyline Team today.

About the Author: Mike Thimmesch is Skyline Exhibits’ Director of Lead Generation and Industry Relations, with 25 years of Marketing and Trade Show Display Marketing experience.

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