Standard (10' × 10') Booth Designs Looking for ways to make the most out of your 10' × 10' booth space at the

upcoming ASHA Convention? Check out these six layouts that will provide you

with suggestions on optimizing your space to achieve your specific goal.

Although your 10' × 10' booth space isn’t the largest booth space on the

show floor, your booth space still packs a powerful punch. It all boils down

to understanding your objectives, selecting complementing elements for

your space, and getting rid of anything that may clutter the space.

Be sure to glance at the handy

Needs-Based Assessment Chart.

The chart summarizes how well

the six designs meet the nine

face-to-face marketing priorities

that every exhibitor has.

10’

10’

Design by Exhibitor

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Semiprivate Conference Space Featuring a reception desk at the front of the booth and a sit-down conversation/demonstration station at the back, this

option can accommodate semiprivate discussions in a conference-room atmosphere. It's a great choice if your objectives

include both short awareness and lead-generating conversations as well as deep-dive purchasing discussions with hot

prospects. In addition, the reception desk allows for minimal lead gathering and qualifying.

Traditionally a custom build,

the layout presents a high-

end feel that's typically absent from

small spaces. As such, it may lend an

air of permanence or sophistication

to the brand. Plus, storage space

can easily be built into both of

the structural components.

Qualified and VIP visitors will

likely appreciate the ability to

sit down and engage in an in-depth,

face-to-face conversation, as opposed

to having to stand throughout the

duration of their visit.

The design offers a dual-

pronged solution with

space for shorter conversations or

demos with less-qualified

attendees at the reception desk

and in-depth discussions with

highly qualified or VIP customers

at the sit-down station.

The dedicated conversation

station allows exhibitors to

schedule meetings and to rest

assured that there will be ample

space available within the small

footprint.

Since this design plays to

the needs of qualified/VIP

visitors, it may not be the best

option if your primary goal is

marketing to the masses.

The design offers minimal

opportunities for branding,

as most of the back-wall space is

blocked by the conversation station,

and the front of the reception desk is

below waist level.

The custom conversation

station will likely require

fairly large and heavy crates for

shipping and storage, thereby

creating additional fees.

The limited seating may

pose a problem if you need

to meet with more than one

attendee at a time.

Staffers

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Casual lounge The primary purpose of this layout is to offer a casual conversation space to foster relationships with existing clients

or to establish those connections with new prospects. However, the design also includes the opportunity to provide

media-assisted presentations or looping videos via a kiosk at the front of the space. Thus. it meets a secondary goal of

developing awareness, gathering leads, and providing product info to attendees not interested in sit-down discussions.

This concept is ideal for

casual, relationship-building

conversations with existing

customers or qualified attendees;

plus, the ability to “take a load off”

will attract weary booth visitors

looking for a short respite.

Particularly when an aisle is

situated on the front and

side of this configuration, the

design allows for easy access and

offers an open feel that is rare for a

small booth and can make the

space feel larger than it really is.

If rental furniture is used

within the space, this

layout will be relatively inexpensive

since you’ll only be paying

shipping, drayage, and storage

costs for the back wall and

aisle-side kiosk.

As a dual-function space, this

concept allows one staffer to

engage with and qualify prospects

aisle side while another fosters

relationships with existing clients at

the back of the footprint.

Although the lounge is ideal

for existing customers, some

prospects may be apprehensive

and unwilling to commit to

entering the space and sitting

down for an in-depth conversation.

If rental furniture is used,

storage space may be

severely limited and potentially

inconsistent from show to show.

Some clients might “camp

out” in your lounge,

requiring skillful and tactful staffers

to “break camp” and make room

for VIP guests when necessary.

Since most back-wall space

is blocked by seated

attendees, opportunities for

branding are limited.

Staffers

Furniture

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Seated Demo/Presentation Area This layout allows you to offer fairly lengthy or in-depth small-group presentations/demonstrations—such as those

required to understand complex technology or promote your products’ uses and benefits. The design might be a good fit

for prescheduled demonstrations with top prospects, and it can easily be accessorized with various presentation aids,

such as touchscreens on a post in front of the back wall or simple monitors positioned atop the cabinet.

Ambient Noise

Consider the typical volume level of

the show and any activities that may

be happening nearby. Then, ensure

that your presenter can easily be

heard above the surrounding ruckus.

Furniture

High stools such as those pictured here

provide comfort while also elevating their

occupants to almost the same height as the

standing presenter—a factor that usually

gives attendees an increased sense

of participation.

Staffers

Two staffers are

required. While

both can greet

attendees and

invite them to sit

down for a

presentation, one

needs to present

while the other

draws in passersby,

answers questions,

and scans badges.

Best used in a peninsula

configuration or with an

aisle located on the front and side

of the footprint, this option is open,

inviting, and easy for attendees to

access.

To accommodate storage,

the size of the cabinet can be

altered, or an appropriately sized

option can be rented. Plus, the large

back-wall graphic space offers

considerable branding opportunities.

Aside from a back-wall

graphic, nearly all

components of this design can

likely be rented, thereby

eliminating most shipping,

drayage, and storage fees.

While seating is limited, an

ongoing presentation

could act as a booth draw, causing

additional attendees to pause in

the aisle and soak up your

messages on the fly.

Even though many

attendees will be willing to

stand in the aisle to watch the

presentation, some will move on if

there isn’t an available seat within

the booth.

Attendees might be

apprehensive about stepping

out of the aisle and into the booth,

limiting the number of visitors who

will sit down for your presentations.

If live presentations don’t

happen frequently

throughout the show, attendees

may perceive the booth as empty

and lifeless.

As a one-function space,

the design offers few

opportunities for private

conversations, VIP treatment, and

lead qualification.

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Product-Display Environment If displaying myriad products for attendees to see and touch is your goal, this design will likely best meet your needs. The

concept allows you to house your wares in a back-wall display as well as atop an aisle-side reception desk. On the

whole, it generates awareness of your company and products. Plus, it promotes one-on-one conversations between

attendees and staffers, which can result in precise lead qualification and relationship building.

This low-tech, low-key

display keeps a tight focus

on your products and offers ample

opportunities for attendees to

interact with them.

Multiple shelves provide

plenty of room to display a

large number of products; plus,

additional products or supplies can

be stored in the bottom of the

display case.

With the main display at

the back of the booth

space, attendees have sufficient

room to enter the exhibit, peruse

the products, and engage in

conversations with staffers.

Since the primary goal of this

layout is to highlight your

products, it's possible that you will

need only a single staffer to manage

the exhibit.

With a tight product focus

throughout the footprint, the

layout offers minimal opportunities

for branding or graphic messaging.

While you can certainly add

a monitor to the reception

desk, there are few other

opportunities to display digital

content that might elaborate on

product lines, features, benefits,

warranties, etc.

Visitors will more than

likely rely solely on the

staffer to draw them in and answer

questions. Plus, some visitors will

resist walking to the far back wall of

the space to handle the products.

Typically, this design will

comprise relatively heavy,

rigid materials to support the

weight of the products. As such,

weight-related costs may be

considerable.

Staffers

Aisle-Side Options

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SMALL EXHIBITS

Product-as-Art Atmosphere Featuring a “look, don't touch” vibe, this design houses products in three waist-high display cases. The cases echo

jewelry-store displays, which elevate the products’ perceived value yet allow staff to remove and present pieces as needed.

Thus, this design is the winning ticket if your products are high-end and you want to foster one-on-one conversations

with attendees.

Turning your products into

artwork lends an upscale

vibe to your brand and an air of

sophistication to your wares. That

attribute can prove helpful to

companies targeting premium

prospects.

The back wall and display

cases provide ample surface

area for branding and messaging

opportunities.

The museum-like setup

entices most attendees to

peruse products aisle side and then

eases them into and through the

space.

Given its artful essence, the

environment may visually

pull people to the space. Plus, it

promotes conversation between

staff and attendees, perhaps

allowing even a single staffer to

qualify visitors.

While attractive, the

potentially heavy display

cases could carry significant

weight-related charges. Portable/

modular systems may be able to

lighten the load.

Although the display-case

arrangements may draw

people into the space, they take up

considerable room. As such, the

environment could easily become

crowded with more than a couple

of guests.

Attendees like to touch

and feel merchandise,

so unless at least a few of the

products are displayed outside

of the cases, some prospects

may bypass the space.

Unless you replace the

back-wall graphics with a

monitor, the layout offers

practically no opportunities for

digital content, aside from perhaps

a handheld tablet.

Color

Materials

Design by Exhibitor

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Service-Presentation Space When you don’t have goods to display, offering digital content about your services may be your best bet. This layout

enables you to project a looping video or customized display against the back wall and to show the same content on an

aisle-side monitor. Or, you can use the back wall as a graphic display and house all digital content on the monitor. As

such, the layout offers deep-dive content to qualified attendees and builds awareness via a looping broad-based display.

Particularly effective in a

peninsula configuration, the

open-concept design is inviting and

likely a breath of fresh air for

attendees on a crowded show floor.

The back wall can serve as

a giant branding and

message-delivery medium, offering

presentation content at times and

general imagery, text, and video at

others.

Since all content is digital,

messaging can easily be

changed for every show or even

altered on the fly to suit different

target markets within the same

show environment.

Dynamic digital content

(either looping video or a

true service presentation) can draw

the eye, turning the entire space

into a traffic builder.

Given the singular focus of

this design (and the lack of

a traditional reception desk), it's

difficult for staffers to connect with

passersby when a presentation is

in progress.

Staff must be adequately

skilled and trained in

providing general information, luring

in prospects, and offering in-depth

presentations.

Depending on the rigidity

of show management, staff

may need to encourage attendees

to step inside the space as opposed

to watching the presentation from

the aisle. This, in turn, may cause

congestion.

The design offers little to

no storage space and lacks

seating options, the latter of which

can limit the time attendees will

choose to remain inside the booth

space.

Standing Room Only

Kiosk

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NEEDS-BASED ASSESSMENT

Armed with the aforementioned info, your head is likely swimming with details—including everything from storage

options and seating to staffing requirements and digital displays. To help you make sense of it all, here’s a handy chart

that summarizes how well the six designs meet nine face-to-face marketing priorities. Using both the chart and the

preceding content, you should be able to select a layout and then customize it to fit your exhibiting program’s particular

needs.

Ideal Suitable Unsuitable

Semiprivate Conference

Space

Casual Lounge

Seated Demo/ Presentation

Area

Product- Display

Environment

Product- as-Art

Atmosphere

Service- Presentation

Space

Sit-Down

Discussions

VIP Friendly

Marketing to

the Masses

Branding and

Messaging

Minimal Weight

Presentation

Space

Product Displays

Storage

Rental Friendly

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