Booth Design & Engagement Guide

BOOTH DESIGN

Design Principles

Principle	Implementation
Open & inviting	No barriers at entry, welcoming layout
Clear messaging	One main message visible from 20 feet
Demo-ready	Dedicated demo stations with screens
Conversation space	Areas for longer discussions
Lead capture	Technology ready, visible but not intrusive

Booth Layout by Size

10x10 BOOTH LAYOUT:
┌─────────────────┐
│    BACKWALL     │
│   [Messaging]   │
├─────┬─────┬─────┤
│Demo │Table│Demo │
│  1  │     │  2  │
└─────┴─────┴─────┘
   [Open Entry]

10x20 BOOTH LAYOUT:
┌─────────────────────────────────┐
│         BACKWALL [Messaging]    │
├──────────┬──────────┬──────────┤
│  Meeting │   Demo   │  Kiosk   │
│   Area   │   Stage  │          │
├──────────┴──────────┴──────────┤
│           [Open Entry]          │
└─────────────────────────────────┘

---

ENGAGEMENT TACTICS

Conversation Starters

BOOTH CONVERSATION FRAMEWORK

OPENING (not "Can I help you?"):
• "What brings you to [Event] this year?"
• "Have you seen [hot topic at event] session?"
• "Quick question—how are you handling [problem]?"

QUALIFYING:
• "What's your role at [Company]?"
• "What challenges are you trying to solve?"
• "What would success look like for you?"

DEMO BRIDGE:
• "Want me to show you how we handle that?"
• "We have a quick demo that shows exactly that."
• "Let me show you something that might help."

NEXT STEP:
• "Can I send you more information?"
• "Would a follow-up call be helpful?"
• "Let's set up time for a deeper dive."

Interactive Elements

Element	Purpose	Cost
Live demo	Show product value	Medium
Assessment/quiz	Qualify, engage	Low
Charging station	Draw traffic	Low
Giveaway	Draw traffic (be careful)	Medium
Game/activity	Draw traffic, memorable	Medium-High

---

STAFFING

Role Assignments

Role	Count	Responsibility
Lead qualifier	2-3	Initial conversations, qualification
Demo specialist	1-2	Product demonstrations
Meeting taker	1	Scheduled executive meetings
Lead captain	1	Lead management, quality control

Staff Training Checklist

BOOTH STAFF TRAINING

PRE-EVENT:
☐ Product/demo training
☐ Messaging alignment
☐ Qualification criteria
☐ Lead capture process
☐ Shift schedule

BOOTH BEHAVIOR:
☐ No eating at booth
☐ No phone scrolling
☐ Always standing/available
☐ Eye contact, smile
☐ 3-foot rule (approach anyone within 3 feet)

DO SAY:
• Open-ended questions
• Value-focused language
• Specific next steps

DON'T SAY:
• "Can I help you?"
• "Do you have any questions?"
• Immediately pitch product

---

LEAD CAPTURE

Lead Form Fields

Field	Required	Why
Name	Yes	Follow-up
Email	Yes	Follow-up
Company	Yes	Qualification
Title	Yes	Qualification
Interest level	Yes	Prioritization
Notes	Encouraged	Context for follow-up
Next step	Yes	Action assignment

---