Walking the tradeshow floor, you can often tell the difference between a well-thought out exhibit booth and one that’s been hastily planned. Today on the Pro AV podcast brought to you by MarketScale, host Sean Heath sat down with a definitive expert on quality displays, Mike Scherer, President of Downing Displays, regarded as one of the leading exhibit houses in the country.

“When someone is doing a show or event, it’s not about just showing up,” Mike said. “There’s a lot of time put into pre-event planning.”

But pre-event planning is more than planning what happens in your space, he explained. “It’s planning who you want to talk to, planning the things you do during the show that may not be in your space, and obviously the things you want to do and the people you want to attract and speak to at the show,” Mike said.

Attracting people means creating a memorable experience.

“We try to create an experience, and whether that experience is doing something or seeing some type of motion visual that pulls you in, but it’s something that creates a memory,” Mike said.

What not to do? “Having people in the space that are on their phone, eating, or talking to coworkers,” he said. “You want to have people ready and looking interested.”

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