Lounges have tremendous momentum in the design of trade show exhibit spaces and special events. Dedicated sitting spaces are now an integral part of design directives. These areas are resolute in providing a communicative approach to information exchange and information gathering. In today’s era of viral marketing and virtual interacting, it is a featured highlight of face-to-face marketing.
It only makes sense to promote the right kind of atmospheric conditions that foster conversation when 46% of executive decision makers make purchase decisions while attending a show, 51% of executive decision makers request that a sales representative visit their company after the show and, get this, 95% of the executive decision makers meet with their current suppliers at a trade show. And a lounge does exactly that. It is a luxurious conclave ground where the talent meets the target.
If you have a smaller trade show booth space (20’x20′ or so) and if you find the above statistics valuable, you might want to think about a club design layout. However, if you have a larger space you might want to pledge a portion of it to an elegant setting with flamboyant and interesting furniture that speaks to the sensuality of the limbic system. The lounge inside your space is a grand setting for showcasing your latest innovation. 50% of trade show attendees want to see “What’s New” in products and services. 90% of the trade show attendees have not been called upon (face-to-face) by any company exhibiting at the show in the 12 months prior to the event.
Why not make the experience delightful?
Research from Cap, Gemini, Ernst and Young states that “Consumers don’t differentiate retailers by their value propositions.” This means brands don’t distinguish themselves by having unique products or services as much as they do by the experience they present. A memorable experience is one that thrills or excites customers and prospects. As kids we thrived on thrills. We remember our first touch down. We remember our first voyage on Pirates of the Caribbean. We remember our first Festival of Colors. As adults, we continue to seek thrills in our professional and personal worlds. “We want the thrill of getting high response rates to a direct marketing campaign; the thrill of exceeding our sales quotas; of earning that next job promotion in record time. Businesses that understand what excites their customers are those that stand to gain higher levels of customer loyalty, no matter the challenges their markets face.” Jeanette McMurtry, MBA
Lounging in cappuccino and hot pink is all about the ideal setting that piques the thrill of what’s new and exciting in a monotonous day-to-day survival. Next time as you plan your space, think about the ways that you can distinguish yourself in those precious moments of interaction that we call face-to-face marketing in the hyper-competitive marketing world of business-to-business.
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