Safe Exhibiting Guide

11 In-Booth Seating Seating for a 100- or 200-square foot booth doesn’t have to vanish — just be modified. “Design seating vignettes that offer at least 10 to 12 feet between each other,” counsels Lilian Shen, director of marketing for Cort Events, a subsidiary of Cort Business Services Corp. For single seats, she advocates pairing each one with an individual side or end table to reduce shared surfaces. To subtly discourage sitting and talking at length — which could increase transmission risk and delay other attendees from entering the booth — Cynthia Sharpe, principal for cultural attractions and research at Thinkwell Group Inc., suggests installing sleek plastic or vinyl chairs in your company colors. “While not uncomfortable,” she says, “they encourage sitting and talking for an extended period less than more traditionally cushy seats.” As a bonus, plastic or vinyl can be easily and quickly wiped cleaned.

12. Hybrid Solutions Due to corporate and/or international travel restrictions, not everyone can attend trade shows, and some simply aren’t comfortable rubbing elbows — even at a 6-foot distance. That means trade show managers would be wise to adopt hybrid solutions ranging from a separate digital experi ence to video meetings with in-booth staffers. Whatever the resolution, managers should construct both a physi cal and virtual presence whenever possible, even if that digital deportment is little more than a show-specific microsite with info on the products in the physical exhibit, a few general marketing videos, and links to chat live with a sales rep or schedule an appointment.

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