I’ve often said that exhibiting is a lot like retail, but here’s a new twist: Make your exhibit more like Apple’s Genius Bar.
Whether or not you’re a Mac person, you can learn a lot from how their stores work. This article from the Harvard Business Review outlines why the Genius Bars are successful and how other companies can follow their model. (And be sure to take note of what average sales per square foot at Apple Stores are, compared to other retailers.) Some key ideas that apply to exhibitors:
- Make your exhibit reflect your corporate personality
- Staff your booth with a variety of experts from within your company
- Use the A-P-P-L-E method for training booth staffers (check out the article for details)
Bottom line? Use your exhibit as an opportunity to build and enhance customer relationships, which in turn creates loyal, evangelistic fans.
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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights
blog/podcast, and is the author of Build a Better Trade Show Image
, the Exhibitor Education Manifesto
, and the ExhibitorEd Success System
. Exhibit Design That Works
(the first book in the YES: Your Exhibit Success
series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café
, an online education community.