The Battle of the Booth
Booth Setup: Lessons Learned
by Promo Diva® Traci Hayner Vanover
BOOTH SETUP — it seems to be the one part of doing shows that we all dread. Whether your feelings stem from the ceremonial dragging out of the Rubbermaid® tubs, or the inordinate number of trips to and from the car that will surely follow, we hold one truth to be self evident: booth setup is most likely your least favorite part of doing a show.
Like most crafters, I was always guilty of overpacking, a fact that my husband was all too willing to point out. Invariably the booth in my diagram at home was much smaller in reality and, as a result, there were at least two boxes worth of items that never made it out from under the table. Finally, during one particularly uneventful show, we agreed that there had to be a better way, and we spent the greater part of the afternoon working out the details. Hopefully in sharing this story, someone can learn from my mistakes!
Lesson #1: Pick a Color Scheme
This simple element can save you a multitude of heartaches down the line. We decided that we would build our displays around a set of burgundy table skirts we had purchased used from a local party supply store. We knew that we often booked a double space, so we ended up buying two large skirts, and two smaller ones. All of our accent table drapes, regardless of the season, would all incorporate burgundy, as would any display containers or florals. This allowed us to divide up the display materials by season, and easily pack up what was needed with little effort, and without the frantic search that resulted in purchasing an item we knew was somewhere lost at home.
Lesson #2: Every Item Has a Purpose
When we instituted this rule, I realized that my approach to a show was far different than John’s. While I was likely to pack items that I “may need,” he was inclined to leave them behind. When I finally gave in and forced myself to evaluate every item that made its way into the trunk, I found that there were far less items under the table — and in some cases, there were NO ITEMS! Dare I admit that he was right?
One of the best multitasking elements in our standard display is a small black footlocker that we had found on sale at Target. It had wheels on one end, which certainly had some appeal. Better still was the fact that we could use it to pack all of the display items in, and it also served as a fantastic riser on our front table. The added dimension that this gave the booth was a real asset, not to mention that it provided additional display space at the eye level of passersby.
Lesson #3: Creative Use of Space
This lesson goes hand-in-hand with lesson #2, but it deserves to stand alone. If you have a 10’ x 10’ space, and you know you will need additional display space, why not take along an extra table, or display shelves that you can stack on top of a table? We invested in two multi-shelf units that fit perfectly on top of an 8’ table. We almost always used them in the back of our booth, and they made our booth easily stand out from the crowd. To jazz up the shelves a bit, we would often layer in greenery or florals. We even rigged the shelves with a few magnets, which we would use to hold up small price signage. The signs were small acrylic frames we’d found at Target, and were intended to be used on the refrigerator, so the magnet was already on the back of them. All we needed to do was switch out the paper insert for the sign.
Lesson #4: Psychology of Pricing
I have to give credit to my Dad for this one. After nearly 40 years as a retail department store manager, you had to agree that he was surely an expert in this area. Dad suggested that we start to evaluate our pricing, and express it in a new way. Case in point: we were at a show where we were trying to unload the last of some 6-packs of wax tarts, which we were offering for $1.00 per bag. The sales were steady, but not as brisk as we had hoped as this was our last show of the year. When we decided to put Dad’s theory to the test, we were thrilled with the results. We changed the sign to read, “6 Packs of Scented Wax Tarts – Buy 2, Get 1 Free!” We sold each six-pack for $1.50 each, and ended up blowing out the entire lot. We STILL made the same amount on each bag ($3 for 3 bags of tarts), but the customer’s perception was that they were getting something free, and we all know the power of the word FREE!
Lesson #5: Pair Products to Boost Sales
This was something that we had done on occasion, but it wasn’t until we began doing it consistently that we noticed a real difference: Pair a slower moving product with a popular item, and price at an attractive amount. This works well with candles and potpourri or accessory items, soaps and lotions, etc. This can be especially popular during the holidays, when folks are on the lookout for “instant gifts” that they don’t have to do anything with. If you can offer an attractive product that is packaged for gift-giving, you will have a winner on your hands.
Lesson #6: Never Underestimate the Power of Samples
One of the best ways to get a customer hooked on a product is to let them try it out. Whether you are doling out lotion, tea lights, potpourri or bath salts, chances are that you are going to be the most popular booth at your show. Make sure that any sample you hand out is given with your contact information, either on a business card, brochure, or coupon. A sample that is paired with a discount coupon for the same item is one powerful combination — use it to your advantage!
Also along the same line of sampling is this simple technique: Place a bowl or basket of individually wrapped candy on the edge of your table with a small sign inviting browsers to take one. This is a great icebreaker, and it may keep a shopper at your booth just long enough to offer them a sample product to try. Use this tool to start a dialog with the customer. The results may just surprise you.
FOR EVERY ITEM ON MY LIST, there are dozens more that could be added, and chances are that you have more than a few of your own. We tend to go to shows these days as shoppers, rather than retailers. And while I always enjoy discovering all of the new and creative products that artisans are making, I find that I don’t miss doing the shows like I thought I would. And, on those rare occasions when I may wax nostalgic, I need only sit in the parking lot at closing time to bring myself back to reality.
Booth Necessity Items
*Business Cards – put these into EVERY bag. (Even better if it is magnetized.)
* Drawing for a prize – encourages mailing list sign-ups.
* Signage featuring your web address. You should ALWAYS cross promote.
* Calendar of upcoming events where you will be exhibiting and a coupon for a repeat sale.
* Flyer featuring upcoming sales and special promotions you are offering.
About the Author
Traci Hayner Vanover, aka The Promo Diva®, is a freelance writer, coach and consultant that specializes in working with small businesses and startups. Drawing on over twenty years’ experience in the fields of marketing and promotion, Traci’s Promo Diva® blog blends helpful tips and resources with a healthy dose of humor.
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Nice writing style. I look forward to reading more in the future.