Beyond Trade Show Displays: Why Many Companies Rent Rooms At Major Conventions

It's a fact that convention show floors are chaotic

, and that companies will always struggle to get the most exposure above the din. It's a distracting environment which challenges even the most experienced and persuasive sales team to close deals. In response to these challenges, some companies are starting to rent private rooms alongside the space designated for their trade show displays.

Why Rent A Quiet Room?

If you're ever tried to close a sale on the floor of a convention, you understand how the raucous atmosphere can distract clients. The companies who rent private spaces do so simply because it's so much easier to explain your product when your audience is listening to you. On the floor, they might be tempted by your competitor's audio in the next booth. A quiet space solves all these problems, allowing you to focus on your prospect and allowing them to focus on you.

Rented Space Picks Up Where Your Trade Show Displays Leave Off

Exhibitors and visitors commonly want to talk more in depth, but seldom have the chance in the middle of the show. Even if you're not actively engaging a visitor to make a sale, a quiet place gives you the opportunity to discuss your product away from the crowd. If you are making a sale, moving to a quiet location encourages concentration. In private, you can educate people about your product without the concern of distractions. They will be able to hear and see your product perfectly.

Should You Rent A Quiet Space?

In general, companies that see the best return on an additional rental know ahead of time that they'll be meeting with people one on one. If you're not planning on it and haven't needed to do it in the past, then you should probably rent space for portable displays or trade show displays only. These rentals can be expensive, and the price is likely to only go up as renting them becomes more popular. If you are expecting a significant volume of individual conversations or know that a VIP will be visiting you, a room can quickly become worth the extra cost.

Making Best Use Of Your Rented Space

Once you have decided to rent a room, you should determine what the exact dimensions are, and what furnishings (if any) come with it. Ideally, that room should look something like an office. At a minimum, visitors coming from your trade show displays should have a comfortable seat, and you should be able to offer them water. Because events are so taxing, people will automatically become more receptive to your company and think of you favorably if you offer them a physical break. In addition to physical comforts, stock your space with useful information about your company and certainly have everything you would need to complete a sale transaction. Coordinate your design with your portable displays to further reinforce your brand image.

Renting a space and setting it up properly can significantly increase leads compared with portable displays alone. Careful consideration and a bit of planning are the only things necessary to understand whether your company could use a quiet room, and to plan that room if you decide to rent it.

by: Chris Harmen

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