Since the original post, Zenobia and myself received many responses. The twitter feeds have been extremely busy. I want to provide a short update here and will follow up with an updated summary a bit later in the week.
In the Facebook group that we started, “Starting a new dialogue”, Winn Schwartau stated a challenge to exhibitors, he said: “HOW ABOUT A CHALLENGE? … Some really smart person can/should/etc. write up a simple short online “Declaration of Booth Professionalism” and get vendors to sign up. …
1. No booth babes.
2. Tell us what you do in 30 secs or less (signage, etc.)
3. Have informed people in the booth
That’s all I’m looking for. “
Debbie Rosen of Sonatype stepped up and responded with this declaration:
I, the undersigned vendor, agree to uphold the standards of professionalism as a conference participant at all future events. Specifically, I agree to abide by the following 4 common-sense laws of “usefulness” to provide information that is valuable to all conference attendees. These include:
1) The use of meaningful words (i.e. not jargon or sales-y) on my booth that provide a summary of what we do so the passer-by can choose to stop or not stop;
2) The engagement of booth personnel that are effectively skilled to deliver the answer to “what do we do?” in one minute or less;
3) The utilization of easily digestible demos and/or collateral that help the visitor delve to the next level of information, should they be interested. (note: whitepapers are great but not digestible);
4) The banning of booth babes or other gimmicks that scream “I don’t know how to market so I will do it the lazy way.”
I like the language, very simple, to the point.
What do you think? Is this realistic, for exhibitors at trade shows?