Mike Thimmesch
Mike is director of industry relations for Skyline Exhibits, designer and builder of custom modular exhibits and portable displays.
Why Didn't That Attendee Stop in My Trade Show Booth?
August 25, 2012
He sure looked like a perfectly good prospect. He had the right color badge. He works at a company that is in the right vertical market and the right size. And your uncanny booth staffing sixth sense told you he even had an approved budget for your product.
Yet with barely a glance he sailed right on past your booth. So why didn’t he drop anchor?
Perhaps for one or more of these eight reasons:
- Your booth looked too boring. Like too many other exhibitors, your trade show booth has dull colors, too much text, and too many small images.
- Your benefit was not clear. With all that text, or else none at all, your trade show booth graphics didn’t quickly communicate what you sell — and why you are worth buying from.
- He doesn’t know you can solve his problems. Because he doesn’t know your company yet, and what it can do for him.
- Your booth staffers didn’t appeal to him. They looked unprofessional, uninterested, unmotivated, and pre-occupied — not the kind of people he wants to talk to — let alone buy from, for that matter.
- Your booth staff didn’t attempt to engage him. Rather than offer a greeting or ask a question, they stared into space, or talked with each other, or into the phone.
- Your booth space lacks activity. It looks too dull compared to other exhibitors who are having energetic conversations, presentations, demos, and more.
- He wasn’t invited. He has only so much time to visit booths, so those that asked him to visit before the show get first dibs. Or perhaps…
- He already has an appointment. He breezed past you on the way to a meeting with another exhibitor further into the hall. But you can still get him on his return trip — if he walks down your aisle again.
If you want to stop the parade of qualified attendees walking by, but not into, your booth, then improve your exhibit’s visual appeal, amp up your booth staff, create engaging activities, and get on attendees’ dance card before the show starts.
Then you can have many good conversations in your booth. Which sure beats talking to yourself.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
Add new comment