Does the size of your exhibit matter? Yes, but perhaps not in the way you think. Let’s say you budgeted for 400 sq. ft., which typically translates into a 20 20 island exhibit. Islands have advantages. They’re usually centrally located. They are surrounded by four aisles. They’re not limited in height to 8 ft. And an overhead hanging sign is an option. Choosing an island exhibit is a tried-and-true decision that maximizes your visibility on the trade show floor.
However, not
everyone wants an island exhibit, even if they have the budget for one. It can
be challenging to present multiple product lines or create individual
vignettes. Also, depending on the design, access to the booth and greeting
attendees on four aisles can be challenging.
An inline,
specifically a 10 x 40 inline, solves those challenges. There’s only one aisle
to cover. Access is straightforward. And the linear shape allows for a
segmented but visually cohesive design. Most trade shows have linear space next
to islands, and show organizers are happy to combine (4) 10 x 10 spaces into
(1) 10 x 40.
The Perfect 10 x 40 Inline Exhibit
The VK-4051 is a perfect example of how a 40 ft. linear exhibit can be both beautiful and functional. The custom inline breaks the 40 ft. linear space into three distinct sections, each functioning independently and cohesively.
On the left is an
upscale bar with storage and a backlit logo. Behind the bar are shelves and
backlit fabric graphics. The center section features a faux ivy product display
wall, shelves, an opening for a refrigerator, and walk-in closet storage. To
the right is a monitor mount, casual seating area, and backlit fabric graphics.
Size matters… but so does the shape and your trade show goals. Click HERE to download the unbranded version shown below.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
As a trade show exhibitor, you want attendees to rave about their experience in your booth and your retail customer service. So you design a beautiful exhibit, purchase clever giveaways, and create interactive experiences. Great! Those are all important steps to a successful trade show program. However, many exhibitors forget (or simply ignore) one very important step – booth staff training.
At a trade show, booth staff training is often the deciding factor between making a lasting impression or being forgotten. While your sales, marketing, and C-level staff in the booth have excellent customer service skills, they may be unfamiliar with how to maximize their impact in a trade show booth. Fortunately, if they’ve ever worked in retail customer service—whether as a sales associate, cashier, server, hostess, or any position where they engaged with the general public—they already have the necessary background to be amazing in any trade show booth. The key is to tap into that buried knowledge.
Trade Show Booth Staff Training vs. Retail Customer Service
Whether your booth staff worked at Macy’s, LensCrafters, AutoZone, or Olive Garden, at a minimum, they learned to be nice, be polite, and treat each customer with respect. At a maximum, they learned how to sell and the importance of customer service. The products and services may be more complicated and the selling price higher, but the skills are basically the same.
Working a trade show booth is remarkably similar to working on the sales floor in retail or waiting on customers in a restaurant. Both environments require:
Professionalism, positivity, and courtesy.
Listening, identifying, and addressing customer needs
Connecting customers with the best resource(s)
Remaining composed and attentive, especially during peak activity.
Never making assumptions based on appearance, titles, gender, or ethnicity.
Your booth staff is there to assist customers. Sometimes your customers know exactly what they want. Other times, they expect you to guide them to the most appropriate solution after determining their needs. Sometimes it’s slow. Other times it’s busy, but either way, you are onstage and expected to perform flawlessly and to be a professional.
Learning from Retail Customer Service
Retail environments prioritize customer service to ensure shoppers feel valued and supported. These principles apply directly to trade shows, where every interaction shapes your brand’s perception.
Here are the foundational retail customer service strategies you can incorporate into your booth:
Acknowledgment Matters: Greet everyone who enters your booth with a smile and a welcoming attitude, even if you’re busy. A simple, “I’ll be right with you,” can go a long way.
Dress for Success: Appearance is crucial. Ensure your team’s attire reflects professionalism and aligns with your brand image.
Active Listening: Practice the 80/20 rule of sales: listen 80% of the time and talk 20%. Attendees appreciate being heard and understood.
Product Knowledge: Be well-versed in your offerings and don’t hesitate to involve a colleague if additional expertise is required.
Example: Sarah is an account manager at Senox Technologies, which is exhibiting at NADA, the aftermarket auto show. An attendee is standing by a demo station in the Senox booth that features the company’s safety products. Sarah approaches him, introduces herself, and asks if she can answer any questions about the product.
At first, his questions are more general, but then he asks a technical question about the software, which is not Sarah’s expertise. She politely excuses herself and brings Emily over, a software engineer, to speak with him. While they chat, Sarah takes notes in the lead retrieval systems so the appropriate Senox Technologies representative can follow up with the attendees after the show.
Booth Staff Training: Before the trade show, the Senox team met for booth staff training. During the training session, they wrote down a series of questions attendees might ask at the show. Each of those questions was then assigned to a product knowledge expert at Senox so everyone knew who would be the go-to person at NADA for that information.
Retail Customer Service in Trade Show Booth Staff Training
Most retailers devote significant time and money to customer service training for their employees. The same can’t be said for exhibitors and their booth staff. They assume their team will be professional, which isn’t always true.
Prioritize the Attendee Experience: Adapt retail’s focus on the customer experience by designing your booth to be inviting and attendee-friendly. Create clear pathways and interactive stations that encourage engagement without being overwhelming.
Use Open-Ended Questions: Engage visitors by asking open-ended questions that uncover their needs and goals.
Avoid Common Pitfalls: Many of the “don’ts” of retail customer service apply directly to trade shows:
Avoid eating, drinking, or using your phone in the booth.
Never bad-mouth competitors.
Don’t judge attendees by their appearance or badge color—everyone is a potential customer or influencer.
Example: It’s the third day of the Midwest Tool Expo, and the booth staff at Pegasus Manufacturing is tired and hungry. Rodney offers to get food for everyone at the Mexican Food stand outside the convention center. Amy, the company’s trade show manager, tactfully suggests he get food for half the team, and they’ll meet him in the food court. Then she’ll get food for everyone else once they return. They all agree.
Booth Staff Training: Imagine a salesperson at a clothing store eating a beef burrito while assisting you with a purchase. Not ideal, even if you like burritos. During booth staff training, Amy encourages everyone to eat a healthy breakfast before show hours. She then suggests that they stagger meals and breaks so the booth is always covered and everyone has a chance to recharge away from the booth space.
Retail Customer Service Tips for Trade Show Success
Companies like Forever 21, Dick’s Sporting Goods, and Nordstroms have unique brands and, ideally, their employees reflect those brands and their culture. For customers, the shopping experience has to be authentic, or they will switch to retailers that align with their values. Trade shows are a condensed version of branding and culture. Successful exhibitors work hard to get it right, whether it’s the graphic design or the booth staff training.
Build Trust Through Authenticity: Attendees can quickly sense insincerity. Approach every interaction with genuine interest and enthusiasm.
Follow Up Promptly: Much like honoring commitments in retail, trade show follow-ups are critical.
Practice Team Coordination: Teamwork is a hallmark of effective retail customer service. Assign roles to ensure every team member knows their responsibilities.
Example: Sasha, the CMO for Alexia Services, has arranged for lead retrieval software at HIMSS, the health information management show. This software uses an app on smartphones to capture attendee information not only on the show floor but also at client meetings, training sessions, and the show gala. She’s taken the time to load it with sales and marketing literature, information fields important to their sales process, and an automated email system that thanks attendees for visiting the booth and creates a calendar invite for a post-show meeting.
Booth Staff Training: At the pre-show booth staff training, Sasha explains the lead retrieval process and guides them through the software. She then sets expectations for the team. Each morning in the booth, she reviews the leads from the previous day and reminds everyone of the process and the expectations. As a result, the sales team receives the leads in real-time and can contact potential clients days, and in some cases weeks, before the competition.
Sales Customer Service Tips for Trade Shows
Several years ago, I was asked to conduct a trade show booth etiquette and sales training seminar for a medical services company. Instead, I asked the attendees if they had ever worked in any job where they were expected to approach, assist, and advise someone on a purchase. Of the 52 attendees, all but four raised their hands. I then asked them to think about the “rules” they learned from those experiences.
Here’s What They Shared:
Acknowledge every customer who enters your department, even if you are busy.
Smile.
Don’t bad-mouth your competition.
If you have time to lean – you have time to clean.
Arrive on time. Don’t leave early. Your customers expect the store to be open at the scheduled time and remain open until they have finished shopping.
Listen. Follow the 80/20 rule of sales by listening at least 80 percent of the time.
Ask open-ended questions.
Say “Thank you,” “Please,” and “You’re Welcome.”
Dress appropriately for the job, including basic hygiene. At a minimum, polish your shoes, use an iron, brush your teeth, and comb your hair.
The “Hard Sell” rarely works. The “Consultative Approach” rarely fails.
Don’t chew gum on the sales floor.
Don’t eat on the sales floor.
Don’t drink any beverages on the sales floor.
Wear comfortable shoes.
You can’t be an expert on everything. Ask a colleague to ask who may know more about a product or service.
Don’t make assumptions based on a customer’s appearance.
Start conversations . . . not a sales pitch.
The customer is always right (or mostly right).
Things get messy, but they can’t stay that way.
You’re not a carnival barker. You are a sales professional.
If you make a commitment to find something, to add them to the mailing list, or to call them when an item goes on sale, honor that commitment.
Maximize Trade Show Success with Retail Customer Service Best Practices
So next time you enter your booth, whether you have a tabletop at the local Chamber of Commerce show or a 30′ x 30′ custom exhibit at your industry’s premier event, remember what you learned working nights and weekends at the mall. And don’t forget to shine your shoes and iron your shirt or blouse. Appearance counts!
The Classic Exhibits Distributor Network includes over 250 exhibit houses and display professionals in North America. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
This week, you can download Rent or Buyunbranded literature. Just add your company branding, then email it to your clients or post it on social media. As you know, Rent or Buy is a hot topic with exhibitors.
This or That
Along the same lines as “Rent or Buy,” we created a “This or That” list… but with an exhibit industry twist. The Classic Exhibits team got the ball rolling. Add your choices to the list and bring those zingers to EXHIBITORLIVE. There just might be prizes for the best “This or That” submissions.
Clever or Funny will Always Get Bonus Points:
Single padding or Double padding?
You plug-in the lights (Indianapolis) or They plug-in
the lights (Chicago)
Las Vegas or Orlando?
Free cookies or Free giveaways?
Soft seating or Barstools?
Resort fee or No resort fee? (OK, that’s an easy
one)
Early am flight or Red eye flight?
$38K Inline or $38K Island?
Host hotel or Off premises?
Bucket
of parts or Tool-less assembly?
Airport
coffee or Airline coffee?
Altoids
or Breath strips?
Heels
or Flats?
Logo
shirt or Personal attire?
Cases
or Crates?
Client
setup or Hired labor?
An
Early Night or An All Nighter?
Dance
on the Floor or Dance on the Bar?
Spy
on the competition or Drinks with competition?
15
minutes w/ one serious prospect or 15 minutes with 4 potential prospects?
Sit-down
breakfast or Coffee on the go?
EAC
labor or GSC labor?
Uber
or Lyft?
Shake
hands or Bump fists?
Material
handling or Drayage?
Start by quizzing your colleagues. Their answers just may surprise you. 😉
Download the Unbranded Rent or Buy Versions
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Sustainability and trade shows have never been best friends. For years, trade shows and exhibitions have been significant contributors to landfills, especially in parts of the world where “build and burn” was common. Recently, trade show sustainability has gone to the front of the line with industry associations like EDPA and ESCA advocating for significant changes in trade show practices.
In a report compiled by EDPA and ESCA, Sustainability Guidance for Exhibition Stand Construction, they make 13 recommendations on sustainable practices for the event and trade show industry. All are practical recommendations, like choosing eco-friendly building materials, reusing graphics whenever possible, and considering rental vs. purchase exhibit properties. For companies looking to invest in sustainability long-term, eco-friendly exhibits for sale provide a straightforward way to reduce waste while aligning with corporate green goals. Even something as simple as insisting your exhibit builder use reusable packaging makes a significant difference to the amount of waste sent to the local landfill.
The Importance of Trade Show Sustainability
Many, if not most, companies have sustainability guidelines and goals. Those guidelines impact how waste is handled in your facility, what the purchasing department buys, and how the company sources and uses energy. Yet, sustainability often isn’t a criteria when making decisions about trade show marketing. But it’s an easy choice, one that can contribute, often significantly, to reaching a company’s “green goals.”
Not only is sustainability the right choice, but it can create a selling advantage for your company. Sustainability may not be something you lead with in a presentation, but it might be the added benefit that could spark interest and make you stand out from your competitors. If everything is equal between you and a competitor in the mind of your client, then sustainability might be what wins the project. That’s especially true at a trade show, where identifying “key differentiators” can be the difference between being memorable and being just another exhibitor on the show floor.
Again, trade show sustainability isn’t difficult, nor is it more expensive. Below are 8 sustainable trade show solutions available to any exhibitor regardless of the size of the booth or the size of the budget.
8 Sustainable Trade Show Solutions
Exhibitors often think they need to make an either/or decision regarding sustainability. Either choose a 100-percent eco-friendly exhibit or a booth that gives Mother Nature a symbolic middle finger. Exhibitors with this mindset often fail to realize there’s a middle ground where they can make sustainable choices that align with their marketing goals and budget without going 100 percent granola. Whether you opt for 75-, 50-, or even 30-percent sustainable components, you’re still making a big impact.
For those ready to take sustainability further, there are also eco-friendly exhibits for sale, offering designs that meet your marketing needs while reducing your environmental footprint. These exhibits blend creativity and responsibility, proving you don’t have to sacrifice innovation to prioritize sustainability.
Here are eight eco-friendly, mix-and-match ways to decrease the environmental impact of your exhibit.
1. Modular Trade Show Booth Designs
Any booth can be designed to be reconfigurable, which means you can use a single set of exhibit components to cover your needs for various shows and different footprints. Purchasing components with this in mind reduces the quantity of components that are manufactured and discarded. And while you might opt for modular components as your exhibit’s primary building block, you can use other materials such as wood or foamboard to complement the core elements.
2. Sustainable Building Materials
Most exhibit builders have access to sustainable building materials. And designing and building with those materials is no different than using the non-sustainable options. An eco-friendly booth will look the same, have the same build quality, and be equal in performance. The only difference might be in price — and higher costs aren’t a given. For example, while certified Forest Stewardship Council (FSC) wood might be more expensive than non-certified options, recycled plastic, foam, and metal are similar in price or even less expensive than their non-sustainable equivalents.
3. Eco Printing
Sustainable options for direct printing on recycled foam board and corrugated paper have been around for years, but now, a wide range of recycled fabrics are also available. Most dye-sublimation printers have access to green printing materials, and a few exhibit-industry printers have switched to using only recycled fabrics. These options include backlit and non-backlit materials, twills, and even light blockers. Prices and quality are typically comparable.
4. Rentals
Long gone are the days of dingy, dirty, and distressed rentals from the show contractor. Most rentals are now indistinguishable from purchased booths. Rentals are ideal for exhibitors with heavy trade show schedules, dynamic marketing campaigns, or flexible booth space requirements. And rentals are typically the most sustainable exhibit option since the components are often reused for years. Your booth doesn’t need to be 100 percent rental to fly a sustainable flag. Many exhibitors blend custom exhibit components with rental properties for the best of both worlds.
5. Reusable Flooring
Exhibitors don’t want to abandon their flooring, but given the hassles of packing, shipping, and storing it, many walk away from it when the show is over. However, reusable flooring options, such as raised wood floors, interlocking tiles, and rented flooring, can more easily placate Mother Nature. Plus, they install quickly and easily and allow you to skip padding, which is typically tossed after the show. What’s more, several choices pack flat in boxes for convenient shipping and storage.
6. LED Trade Show Lights
With few exceptions, the industry has switched to LED lighting. Halogen and fluorescent lights disappeared, and no one misses them because the switch to LEDs has expanded the lighting possibilities to backlit graphics and logos and programmable RGB accent lights on counters and ceilings. It’s even gotten easier to backlit hanging signs. If you have a booth with energy-intensive lighting, it’s time to upgrade. The cost is reasonable, and the lights will almost always outlast your exhibit.
7. Booth Donations
Exhibits have both a functional lifespan and a marketing lifespan. More often than not, the stands last much longer than the marketing strategies behind them. So if your exhibit no longer fits your needs but still has some life left in it, consider donating it — or at least some of its components — to a charitable cause. Smaller exhibits, particularly portable in-lines, are ideal for nonprofits, schools, and religious organizations that need displays for educational outreach, events, and fundraising activities. Free-standing elements, such as chairs, tables, and even light fixtures, could go to organizations like Goodwill. So consider donating your display, or better yet, donate the components and chip in for new, organization-specific graphics. You’ll feel better, your company will receive a taxable donation, and the display won’t end up in a landfill.
8. Sustainable Trade Show Giveaways
Sustainable trade show giveaways or promotional products are no longer unusual or crunchy options. Promotional product companies have made a commitment to reducing packaging waste, utilizing recycled or renewable materials, and creating a variety of sustainable products.
According to Rama Beerfas, owner of Lev Productions, “Sustainable products are specifically items made from easily replenishable, natural resources. They are a subset of eco-responsible/eco-friendly products, which include items made from recycled materials and/or recyclable items. While intentions are always good, we need to be fully aware that some products made from sustainable materials (like bamboo) can create non-eco-responsible results due to the way they need to be processed into a final product. Also, not all items made from recyclable or compostable materials can actually be recycled or composted in any given area due to the limitations of different municipality’s recycling centers.
“That being said, for me, the first step in being eco-responsible is to encourage my clients to make strategic product choices by not overbuying and choosing items that will appeal to their target market so they are put to good use. Keeping items out of the landfill is the first step. That should be as important as which materials are used to create the items under consideration.”
Popular Sustainable Giveaways
Orion Recycled Bottle 22 Oz: A handy water bottle that’s eco-friendly! Its aluminum construction ensures durability and long-lasting use, whether you’re on a hike, camping trip, or just commuting to work. Made of recycled aluminum.
Ecoscribe Ring Bound Notebook: The EcoScribe Ring Bound Notebook is a blend of sophistication and sustainability. The 7″ x 9.75″ notebook features 96 dotted pages made from 100% recycled 120-gram weight paper, encased in recycled genuine leather.
Terratone Headphones: Crafted with sustainable materials, these wireless headphones redefine style and sustainability. Made from recycled faux leather and recycled plastic, they deliver top-notch audio without compromise.
Cotton Canvas Tote Bag: A sustainable and eco-friendly alternative to plastic bags, this tote bag is made of 24 oz. cotton canvas material and comes with your choice of colored handles and bottom.
Maxcold 30-can RPET Snap Down Cooler. Designed for durability and with sustainability in mind, the 30-Can Snap Down MaxCold Cooler from Igloo is made from recycled water bottles (RPET). Featuring 25% more foam insulation, MaxCold 10mm PE foam insulation, and a heat-sealed PEVA lining to ensure optimal thermal retention and reliability.
Sonata Eco Pen: The Sonata Eco is a sustainable pen with a recycled content barrel. The barrel is thoughtfully crafted from recycled paper and accented with stylish chrome details.
6 Examples of Sustainable Trade Show Booths
By investing in a sustainable trade show exhibit, companies can not only reduce their environmental impact but also enhance their brand image, improve their bottom line, and contribute to a more sustainable future. The ecoSmart Sustainable line includes over 300 inlines, islands, and accessories, including these six outstanding designs.
Maximize Trade Show Sustainability with Classic Exhibits!
The sky’s the limit with sustainable exhibits from Classic Exhibits. All of our ecoSmart products are designed and constructed with the most environmentally-friendly materials available.
If you do not see a design that meets your specific needs, let us know. We have an exhibit design ser8 Trade Show Sustainability Solutions for Exhibitorsvice. Allow us to create a unique, custom display that is specific to your needs.
For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Whether it’s football, checkers, business, or anything that involves a winner and a loser, competitors are always looking for an “edge” that puts them over the top. While I am certainly not suggesting cheating. I am suggesting we follow Jack Nicklaus’ advice, “The harder I work, the luckier I get.”
Whether you’re an introvert, an extrovert, or somewhere in the middle-vert, most people enjoy spending time with colleagues and meeting new people under the right circumstances. For example, hosting an open house for your customers and/or prospects is a great way to entertain and educate – the perfect one-two punch. While holding an open house is not a new marketing concept, if done well, it can attract new clients and reward existing ones.
Having worked as a manufacturer’s rep in our industry for a hundred years, I’ve participated in plenty of business open houses and am delighted to share some of those greatest hits with you.
Do open houses work? Absolutely, if done right. But, you can’t whip them together in a day. Successful open houses succeed because of proper planning and exemplary execution. In other words, “If you fail to plan, then plan to fail.” You don’t need all the tactics I am suggesting below, but let’s explore some business open house ideas together and the risk/reward.
Business Open House Ideas and Important Tips
Choose Your Date Carefully.
I was recently chatting with an east coast customer about their upcoming event. They promoted their open house to customers and prospects via emailand direct mail. They followed up with phone calls. They did everything right. And judging by the early RSVPs they had received they were on track to exceed their lofty expectations with almost 20 new prospects likely to attend. Everything was set… and then came the big swing and whiff.
The open house was scheduled just days before the July 4th holiday and attendance took a last-minute hit and fell off considerably.
Fortunately, they had one lead that came in needing 25 banner stands while another needed a new 10×20. Best of all, one lead came in with a need for a new booth with a six-figure budget.
All in all, it was a successful event, but it could have been much more successful had a different date been chosen.
Have a Gimmick or a Schtick.
I was at a recent Open House where they hired the local baseball team mascot to appear and entertain the attendees. It was a nice twist that brought a few extra bodies in. Nothing life-changing, but very memorable. I’ve seen Elvis impersonators, magicians, henna tattoo artists, local celebrity chefs, you name it! One of the more successful events was held in mid-winter “up north” with a “Let’s Go to the Islands” theme. They had speakers every hour talking about the pluses and minuses of island over inline displays… They even had a musician playing Jimmy Buffett songs on an acoustic guitar in between sessions. Everyone was engaged, entertained, and informed.
At another Open House, the timing was right for an Oscar theme. So we rolled out the red carpet (literally) and had show tunes playing throughout. They had “paparazzi” taking pictures and team members asking Attendees for their autographs. Everyone was encouraged to dress to the nines. While there were no speakers there was enough going on to keep people focused, entertained, and engaged.
If You Feed Them, They Will Come.
It’s that simple. If you’re holding an all-day Open House, you might want to consider offering pastries and mimosas in the morning and hors d’oeuvres with beer and wine in the afternoon. You don’t need a sit-down meal, but people love leaving their office for a few hours to enjoy a day of education and nosh. Peanuts and chips may be OK for your football buddies, but not for your customers.
Have a Speaker with a Compelling Topic.
Whether it’s the owner, the creative director, a manufacturer’s rep, or a social media expert, choose somebody with a story. Content is key. The attendees are looking for solutions that will make their business or trade shows better. You might even consider featuring several top customers who talk about their experiences with trade show marketing. Nothing speaks louder than customers sharing positive experiences.
Be Consistent.
Hold your Open House at the same time(s) each year. For example, November/December as a holiday-themed appreciation gathering and ask your Creative Director to review the year’s design trends or an industry association speaker to come in to share the past year’s headlines.
Or maybe you offer quarterly lunch n’ learns. Pick a direction and run with it. If done right Customers will look forward to attending your events to learn a few new marketing tips, get out of the office for a few hours and enjoy a tasty little nosh-a-thon.
By providing these appreciation/education sessions your Team will be seen less as a sales organization and more as marketing experts. You’re not hard selling your clients and prospects during these Open Houses. No need. You are educating them.
With all the changes because of COVID, it’s quite likely that the person who handled the company’s trade show marketing is no longer there. That responsibility has now fallen to either the top of the company’s food chain (who doesn’t have the time or experience to do it properly) or to the new marketing intern (who doesn’t have a clue about… anything). By default,YOU become their in-house trade show expert.
Ask Your Vendors to Participate.
As suppliers, we look at Open Houses as opportunities to spend time with you and a chance to learn more about your market and Customer needs. We also get to see other vendors and share experiences and insights. At the Open Houses I’ve participated in, I typically see Taylor, Brumark, DS&L, and various freight/labor companies participating. We can bring in new products and review services, which always makes for an educational and entertaining event.
Partner Vendors should be more than happy to serve as guest speakers sharing industry trends and new products/services being offered.
You might want to ask your Partner Vendors to consider sponsoring the Blood Mary Bar or a Coffee Barista. Never hurts to ask.
Provide Swag Bags.
As customers or prospects leave your Open House you might present them with a goodie bag. While we’re not endorsing fancy-schmancy swag bags like they provide to the stars on Oscar Night (this year’s Oscars goodie bag was an extravaganza worth a whopping US $140,000, containing 52 items, experiences, and treatments),a little thank you bag can go a long way.
Invite the Local Press and Government Officials.
If you invite your local newspaper or tv station, it shouldn’t be hard to get your mayor or other local politicians to attend as well and ask them to consider making a short welcoming speech.
The Final Two Tips.
First, if your team is wearing matching corporate apparel and name badges, it will be much easier for your guests to identify their hosts. Second, consider hourly raffles to keep everyone engaged. It doesn’t have to be extravagant. A gift certificate to a local restaurant. A free car wash. Free shipping on a banner stand. Or complimentary design time with your graphic designer.
Business Open House Gift Ideas
Branded Thermal Cup or Water Bottle
Trade Show Emergency Bag (Sharpies, Velcro, X-acto knife, Tylenol, Starbucks gift card, etc.)
Top 10 Trade Show Tips (wallet-sized laminated card)
Branded Power Bank (for charging phones, etc…)
Branded Tape Measure
Upscale Badge Lanyard
Key Tag with “ReturnMe” Lost & Found Service
One-Size Fits All Comfort Shoe Insoles
Business Open House Event Ideas to Avoid
Avoid Slow/Tedious Event Check-In. Have a dedicated team on hand to quickly get attendees badged and into the event.
Skipping the Post-Event Follow-Up. The event isn’t over just because everyone’s gone home. Solicit feedback and post photos on social media.
Not Offering Food and Drinks. They’re guests in your business home. Nothing turns attendees off more than an event without refreshments.
Not Having Enough Staff on Hand. The last thing you want to have is an attendee looking for someone to answer questions and finding nobody is available.
Forgetting to Check Competing Events. Always, always, always check your calendar for conflicting events and holidays.
Low Cost or Small Business Open House Checklist
Assign a Team member to continually clean during the open house.
Have a host at the front door to greet attendees as they come in.
Make sure there is enough parking.
Provide accurate directions.
Consider music or live entertainment.
Provide name badges for all staff and attendees.
Have plenty of garbage cans available in food areas.
Set aside space for people to eat and chat.
Notify (and even invite) local business neighbors of your event.
Create a theme for the event and encourage participation.
Business Open House Marketing Ideas
Since the business disaster of COVID, the live events industry is back with a vengeance. However, some things have changed at many of the open houses I have planned or attended.
In general, everyone seems to be either understaffed or seriously understaffed. As a result, motivational speakers have been more in demand than in the past. Whether it be business or personal motivation, businesses are eager for inspirational messages to jumpstart their sales (and their employees).
When it comes to work-life balance, a talented speaker can remind everyone that working together lessens the overall stress in an organization. These speakers could be a local coach, someone who has achieved big things despite physical difficulties, or a local dignitary with a great story.
There will be plenty of time before and after to talk about products and services, but the takeaway should be, “I am stressed beyond belief, but I can still get things accomplished.” And they will be gathered with other people in the same circumstances.
One huge topic currently is AI and how it can be impactful (or detrimental) depending on how it is used. Most people in the 40+ age group may not be in-tune with the new technology. Consider inviting knowledgeable speakers on this subject.
Always remember this about open houses, the success cannot be totally measured for 12-18 months after the event. You want your contacts and customers to remember that you gave them a break from their office and left them with something they can use. It will serve the company well leaving them with that pleasant taste in their mouth.
Open House for Business FAQs
As you plan your Open House, consider the following Frequently Asked Questions for both your team and for your attendees. You may want to include some of these on your invitation or on the webpage(s) dedicated to the Open House.
General Information:
What is the purpose of this open house?
To introduce the business to the community
To showcase products or services
To generate leads and build relationships
To celebrate a grand opening, anniversary, or special occasion
When and where is the open house?
Date, Time, and Duration
Business Address
What can attendees expect at the open house?
Speaker
Product demonstrations
Refreshments
Giveaways
Special offers
Meet-and-greets with staff
Do the attendees need to RSVP?
[Yes/No] If yes, provide RSVP information (e.g., phone number, email address, online form).
Is there a cost to attend?
[Yes/No] If yes, specify the cost and any ticket information.
Is parking available?
[Yes/No] If yes, provide parking instructions or directions.
What’s the dress code”
Casual/Business or casual
Can the attendee bring guests?
[Yes/No] If yes, are there any restrictions or special accommodations?
Business Planning Questions:
How can I promote the open house?
What refreshments will be served?
Who will be staffing the open house?
What safety and security measures will be in place?
How will I collect customer information (if applicable)?
How will I follow up with attendees after the event?
On your FAQs for your guests, keep them concise and easy to understand, use professional language, and, finally, be prepared to answer any additional questions (and update your FAQs).
Partnering with Classic Exhibits for Business Open House Ideas
If you need help with Open House ideas, contact us or your local event agency. A good partner will transform your good idea into a magical event that will be remembered by your guests (and employees) for years.
