If you have a smaller space e.g 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 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 show casing your latest innovation. For it is good to know that 50% of the trade show attendees wants to see "What's New" in products and services and 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.” 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 peeks the thrill of "what's new" and what's 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.
Source for the above statistics : CEIR.org