Read time: 4 minutes

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“Is it me, or is that lilac bush a LOT shorter than the other one?” she asked.

“Yeah,” I agreed, “it’s like a foot or two shorter… And has it always had berries and those flowers? It looks kinda’ pretty…“

“No! Let me take a picture and do a Google search…,” she said.

“What’s it say?” I asked.

“Holy s*x@! It’s Brazilian Nightshade! It says it’s poisonous to humans and animals and smothers other plants…“

That was the conversation in our backyard last weekend.

Which means I got to spend this past Saturday afternoon trying to kill the killer and save our lilac bush.

As I stood in the hot sun figuring out how to tackle it…
As I assessed what was nightshade & what was lilac bush…
As I slowly unwound and removed the vines from the good plant…
As I then tracked the vines down to their roots and removed those as well…
As I wondered which one of our “friendly” neighbors might’ve tossed this over our fence…

I thought of you.

Well, more specifically, I thought about how this process might help product reps. It could help you find and fix problems in your trade show booth this Fall.

[NOTE: I wrote this while possibly still under the effect of any nightshade remnants I may have snarfed in while ripping it out…

and possibly some mild sunstroke…]

So, I’d love to know what you think of this issue.

Send me a note and let me know.

The Nightshade Effect: Are Attractive Distractions Harming Your Trade Show Success?

Today, I’ll link my epic battle with the nightshade incursion to how you can improve your trade show booth design and strategy.

Specifically, so you can tweak it to attract your ideal architect clients. These are the ones you want to focus on.

New around here? Here’s a quick primer on why you should identify your ideal architect clients. It can make your life easier and boost your sales.: Newsletter #10 – Step #1: The secret power of identifying your “optimal architect avatar”

Let’s look at your first point…

1. Identify & cut detrimental elements

Think of the attractive but harmful nightshade. Your booth might have appealing features that actually repel your target audience.

Example: A flashy game at your booth draws crowds but not your ideal architects. It distracts from your core message. Your ideal architect prospects will walk on by, thinking your booth isn’t relevant.

What to watch for:

Relevance: Are your attractions engaging your ideal architects or just anyone?
Clarity: Do flashy elements overshadow your products or services?
Focus: Are staff managing the attraction instead of having meaningful conversations with architects?

Action Steps:

Choose relevant engagements: Opt for interactive elements like product demos that interest architects.
Highlight solutions: Ensure visuals showcase how you address architects’ needs.
Monitor & adjust: Pay attention to who you’re attracting. Then refine your approach as needed.

Removing distractions [like that flippin’ nightshade] can make your booth more successful. It’ll catch the attention of your ideal architects and get them interested.

2. Refine & align your messaging

Like I carefully unwind the nightshade without harming the lilac, adjust your messaging to resonate with your ideal architects.

Example: Your booth features technical jargon and complex charts that may overwhelm architects. An architect passes by. Your product looks too complicated, and they move on.

What to watch for:

Message clarity: Is your messaging clear and easy to understand?
Relevance: Does it address architects’ specific needs and interests?
Accessibility: Can visitors quickly grasp the value you offer?

Action Steps:

Simplify language: Use clear, straightforward terms aimed at your ideal architect.
Highlight benefits: Focus on how your product solves architects’ challenges.
Tailor content: Customize your messaging to address common concerns of architects.

Improving your messaging will help architects understand and appreciate your offerings → → Leading to more meaningful engagements.

3. Focus on meaningful engagement

Investing time to remove the nightshade ensured the lilac’s health. Investing time in meaningful interactions will lead to stronger relationships.

Example: You’re busy handing out freebies and scanning badges. But you’re not having real conversations. Architects stop by, grab a giveaway, and leave. You miss the chance to connect.

What to watch for:

Shallow interactions: Are you focusing on lead quantity over quality?
Staff engagement: Is your team engaging architects in meaningful conversations?
Visitor experience: Do architects feel heard and valued at your booth?

Action Steps:

Train your team: Equip staff to have insightful conversations with architects.
Focus on listening: Encourage your team to understand architects’ needs and challenges.
Build relationships: Focus on genuine connections rather than just collecting business cards.

Focus on meaningful connections— like nurturing that lilac. You’ll build stronger relationships with architects → → Leading to more productive & lasting partnerships.

4. Balance aesthetics with purpose

The nightshade added beauty but was killing my garden. Make sure your booth balances visual appeal with functionality.

Example: Your booth features an eye-catching, artistic design that attracts attention. But, the elaborate setup makes it hard for architects to find product info or engage with your team. They like the booth’s looks but leave without learning about your solutions.

What to watch for:

Overemphasis on design: Is the visual appeal overshadowing your message?
Accessibility: Can visitors find information and interact with your staff without difficulty?
Clarity of purpose: Does your booth design do a good job of highlighting your products and services?

Action Steps:

Design with function in mind: Ensure aesthetics enhance engagement, not hinder it.
Simplify layout: Make navigation intuitive so architects can easily find your info.
Highlight key messages: Use visuals to direct attention to how you meet architects’ needs.

Balance being pretty with being useful. You’ll make a booth that’s both appealing and effective. This encourages your ideal architects to check out and learn about your offer.

5. Maintain continuous improvement & vigilance

Your garden needs ongoing care. So does your trade show strategy. It needs constant assessment and refinement.

Example: You’ve been using the same booth design and strategy for lots of trade shows. At first, it worked well. But now, fewer architects are stopping by. Engagement is declining. If you don’t update your approach, you’ll miss chances to connect with your ideal architects.

What to watch for:

Stagnation: Are your trade show results declining or not improving?
Outdated elements: Is your booth design or messaging no longer resonating with architects?
Ignored feedback: Are you overlooking suggestions from past events?

Action Steps:

Evaluate after each show: Review what worked. Identify areas for improvement.
Gather feedback: Ask for input from your team and architect attendees.
Stay current: Update your booth design and strategy to reflect new trends. Also, address your ideal architect’s evolving needs.

It’s just like tending a garden. Continuously improve your trade show booth, strategy & presence. That helps you connect with your ideal architect clients. And that’s what makes your trade show booth more successful.

That’s it for today!

Cheers to building more than just buildings, and see you next week.

P.S. Want to really get inside an architect’s head?

When you’re ready, here are 2 ways you can work with me:

Product reps: If you’re serious about getting better at connecting with architects — Book a 1-on-1 call with me.
Business owners or Sales Team Leaders: Book an Architect Connections Training Call for you and your team. Or, hit me up if you’d like to ask about in-person training for your next sales meeting.

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