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<\/h2>\n<\/h2>\nby Ken Dec<\/em><\/p>\n Exhibitors often think structure first, \u201cI need a counter, a seating area, some storage,\u201d etc., when driving the best ROI requires thinking about Story<\/strong> first, then Structure<\/strong>.<\/p>\n And when thinking about Story, that can differ based on the audience. Know who you want to attract, their challenges and pain points, to know what Story to tell. Once you know that, decisions about Structure are more clear.<\/p>\n When designing a booth for optimal ROI it\u2019s important to think about Story and Structure:<\/p>\n Story<\/strong> \u2013 Align in-booth content with visitor funnel stage. Make sure you have content that “meets”\u00a0visitors where they are in the solution searching stage.<\/p>\n Structure<\/strong> \u2013 This should be \u2018scenario-based\u2019. Design the booth to best enable the most productive conversations with visitors in different numbers.<\/p>\n Story First – Booth Design for Funnel Stage<\/strong><\/p>\n As you are developing content for the booth, remember that its likely you\u2019ll have visitors at different stages of their search:<\/p>\n This means that you have to be prepared with different content ty<\/em>pes for prospects at each stage:<\/p>\n When designing a booth remember to include structural settings that enable multiple interaction types:<\/p>\n The most effective experience, the one that will drive optimal results in your booth is when you combine Story and Structure \u2013 when you align engagement types and content, like this:<\/p>\nPowerfully Combining Story with Structure<\/strong><\/h2>\n
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Scenario setting – Booth design for audience interaction type<\/strong><\/h3>\n
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Combine the two for the most effective experience design<\/strong><\/h3>\n