Mike Thimmesch
Mike is director of industry relations for Skyline Exhibits, designer and builder of custom modular exhibits and portable displays.
18 Hidden Rules of Trade Shows
March 10, 2012
Hidden rules govern almost every area of our lives. They guide our behavior and expectations, yet are rarely written down for us in neat little books.
For example, there’s the 5 Second Rule: When a piece of food falls on the floor, you can eat it if you pick it up within five seconds. There’s the High Heel Rule: if a woman is taller than her date, she is less likely to wear high heels. And there’s the Full Moon Rule: On days with a full moon, there are more crimes committed and babies born.
Uncover the 18 Hidden Rules of Trade Shows
Trade shows also are governed by similarly hidden, yet immutable rules. You may have already run up against them without realizing it, or discovered them through arduous experience. Since forewarned is forearmed, here are 18 hidden rules of trade shows:
The more words you put on your trade show display, the fewer times they will be read.
The larger the crowd of people already in your booth, the more other people will want to visit your booth.
The person who complains the most about the value of trade shows is usually the one who knows (and tries) the least.
The more fun trade show attendees have in your booth during the show, the more serious business you will do after the show.
The effort each booth staffer puts forth increases as the distance between them and their boss decreases.
Your best booth staffers are usually the ones who talk the least and listen the most.
The longer a booth staffer stretches out their break, the fewer leads they will take when they are actually staffing the booth.
The colors of your trade show display will likely be determined by: 1. your brand colors, or 2. the latest design trends or 3. your company president’s spouse.
The length of time to design your exhibit expands exponentially with the number of decision makers involved.
The greater the distance a visitor has traveled to attend a trade show, the higher the level of hospitality you should provide.
Carpet belongs on the floor of your trade show booth, not on the display backwall.
The better-looking the booth staffer’s shoes, the more likely the staffer will complain about sore feet.
The more years you exhibit at the same show, the more you will have repeat customers visit you in your booth.
The more the trade show leads holder looks like a trash can, the more likely your booth captain will end up screaming.
The bigger the main visual image on your trade show exhibit, the clearer people will understand your message.
The older your trade show display, the less innovative your booth visitors will perceive your company.
The more aisle space bordering your booth, the more opportunities your staffers have to engage with attendees.
The faster you follow up your trade show leads, the greater the sales you will generate from that show.
Now that these hidden rules have been revealed to you, may you enter your next show hall with the open eyes of a seasoned exhibitor. And if you’ve discovered your own hidden rules of trade shows, please, please, please share them with us in the comment box below. There's no rule against it!
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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