Every component of your trade show program is an opportunity, and booth furnishings are no exception. When approached properly, furniture and decor can turn a patch of bare concrete in a cavernous convention center into a beautiful and functional space that affects lead generation, reinforces messaging, influences dwell time, and impacts post-show perception.

But in the months leading up to a show, exhibit managers can be so focused on business-centric priorities that the color of a chair, the style of a side table, and the addition of a couple of accent lamps become afterthoughts or fall by the wayside. And although I've never heard of a sale closing because a prospect liked the modern vibes of an exhibitor's seating area, it's undeniable that a space's aesthetics communicate a heck of a lot. And if you're spending six or seven figures on an ultra-premium custom exhibit, why complement that investment with generic stools, chairs, and tables hastily selected from the least expensive source?

This topic doesn't only apply to marketers with large booths and larger budgets. Which is more likely to catch your eye in a long aisle of 10-by-10s: the exhibitor with a bare-bones booth or the one with a few carefully chosen accessories — maybe a DIY product display or a vintage coffee table stocked with giveaways and literature — that give the space some personality? Precisely. The following are some tips to make your booth furnishings as effective and functional as possible.

Budget Like a Boss.
According to recent EXHIBITOR research, show services, which encompasses furniture rental and a host of other things, take up about 18 percent of the overall show budget. I've seen it go as high as 20 percent.

Given that, buying furniture may seem like a great plan, but this choice will add some things to your to-do list, namely cleaning it, fixing it, repacking it, and shipping it back to your office or warehouse, and all of these impact your budget. Think cleaning costs, material handling, installation and dismantle labor, and shipping and storage costs. So unless the items are foldable, light, and purely functional, I recommend you rent furniture from your exhibit house or the show's official provider or general service contractor (GSC). This saves you from material handling or shipping fees because those costs are rolled into the rental price.

You also should rent if chasing trends is important to you. Swapping out furniture pieces is a cost-effective way to give your existing exhibit a face lift without having to buy new properties or print new graphics. Part of a supplier's job is staying up-to-date on what's in style, so if you rent, it's the rental provider's responsibility to source the most modern trends, which lets you focus on your marketing strategy.

There are exceptions to my rental recommendation, however. Are you going to use that loveseat at 16 different shows? If so, the cost per use will probably be lower if you purchase it. Do your company's brand guidelines require a certain Pantone shade of blue? You'll have a hard time finding a loveseat to rent that's a perfect match. Another option is purchasing lower-cost custom accent pieces, maybe a throw pillow or area rug, in your corporate hue. Just be careful of the impact accessory creep could have on your budget. A trendy lamp here, a branded pillow there, and suddenly you're faced with death by a thousand stylish cuts. Avoid overspend by tying every accessory to a strategic goal in your program.



Function First.
If you don't want people to camp out in your booth to nurse a coffee or take a meeting, limit your seating and make sure all furnishings serve a specific purpose. I once watched a man fall asleep on a couch in one of my client's booths. I had to wake him up and ask him to move on, which was awkward, but after he stumbled off, I realized the blame wasn't entirely on him or his jet lag. After all, I created an underused, yet comfy, seating area that didn't have a clear function. The lesson? Avoid deep chairs that encourage camping, and make sure your seating has purpose.

It's also important to think about space and scale. Have you ever bought a piece of furniture on impulse only to get it home and discover it's too big or too small? This happens in exhibits all the time. Create a CAD drawing to make sure everything fits and that there is enough space to ensure accessibility.

If you have an inline booth, be aware of its depth. The smaller and shallower your space, the more you should build vertically to draw attention. If you have a larger inline booth, divide the footprint into clear zones designed for meetings, demos, or conversation. Consider floating furniture off the back wall to encourage movement. Peninsula booths are open on three sides, and like an inline booth, they can use that back wall as a visual anchor. Use furniture strategically to define spaces and encourage movement. Island booths can feel cavernous if you don't use furniture purposefully. Use it to create different zones with strong sightlines. And no matter what type of booth you have, some general best practices are to set furniture off-center to create a custom look and pull people into the environment. Also, use area rugs to delineate different zones, and vary the height of furnishings to add visual interest.

Guide, Don't Guess.
Use a little psychology to subtly control attendee behavior and keep people moving. Cordon off meeting areas so that they are less accessible to casual passersby. Or position your furniture deeper in your exhibit or have the backs of your seats face the aisle. This will make it far less likely that roving attendees will help themselves. And remember that the type of seating you use gives important cues to attendees. Conference chairs and tables encourage serious conversation. Benches are great for demos, but bad for privacy. Individual chairs provide a sense of safety for introverts wandering the show floor. And do your best to signal your furniture's purpose so that people don't avoid it or use it inappropriately.

Know Who You're Seating.
Remember that your booth is not for your team, but for others, so keep your audience's needs in mind.â?¯Ensure accessibility by being ADA compliant, but go beyond the rules. Create quiet areas for overstimulated guests. Ensure your booth has good lighting and visual contrast for those with sight challenges. If your average attendee skews a bit older, furniture that's low to the ground will cause more frustration than comfort.

In addition, give some thought to what would make your target audience feel welcome and at ease. For some, that could mean a sleek seat right out of a Design Within Reach catalog. For others, that may mean an overstuffed La-Z-Boy recliner — a seating option I once saw a savvy exhibitor employ at the National Hardware Show. If you're offering in-booth hospitality, provide some high-top tables to give people that bar vibe. And don't forget about one of booth visitors' top concerns: being able to charge their mobile devices.



Power Up the Experience.
Integrating tech into booth furniture meets attendee expectations and modernizes your environment. Integrated power hubs in lounge tables, high-tops, or counters can also subtly increase dwell time, especially if you pair a power hub with branded literature.

But don't stop at charging. LED-lit tables can support storytelling and a touchscreen built into a kiosk could attract introverted visitors interested in self-guided exploration while a monitor embedded in a bar-height table can support small-group demos. Just remember that the more complex your tech, the more support you'll need on-site. Consider how this will impact your budget. And if your booth vibe is speakeasy style, choose tech-forward furniture that doesn't clash. Tech integrations shouldn't stick out like a robot playing poker with Al Capone.

Dial in the Details.
Whether we admit it not, who among us exhibit managers hasn't, over the course of a long show, thought, “Gosh, everything here looks the same.” And if we're thinking it, you can bet that attendees are noticing it, too. As long as it fits your brand a messaging, I firmly believe that there is often room to infuse a bit of personality into your stand. Bring in an unexpected colorful prop, accessory, or thoughtful momento, and you'll have something in your space that carries significance, pulls double duty as an ice breaker, and leaves a lasting impression. The best part about this is that the item doesn't need to be expensive to draw attention. Whether you find something cool at a big-box store or a garage sale, add it to your exhibit. What is the worst that can happen?

You also can use furniture to integrate attention-grabbing color. I recently saw a basic black side chair in a show kit that cost $207 to rent. On the next page was a trendier, swankier red chair for $315. If you are spending $60,000 to get your exhibit onto a trade show floor, is saving about $100 the smartest move when a pop of color would help set your booth apart from a sea of black seating and maybe, just maybe, compel a qualified lead to walk into your space? Budget is a concern, of course, but there are times when rushing to the cheapest option is not the best choice for your program.

Another way to make your booth stand out is adding a few plants and flowers. Biophilic design is all the rage for the soothing effect it has on the human psyche. And not only will it make your exhibit feel warmer and more welcoming, plants can cover unsightly cables, bumps in the carpet, and mouseholes in your counters. Many large trade shows include a floral-rental company in their preferred supplier directories. The benefit of renting plants through the official provider is that they are delivered to and removed from your space, and delivery is included in the price. Alternatively, choose artificial plants. Just make sure you select realistic-looking ones and pack them carefully so their delicate silk or plastic details aren't damaged in transit.

Furnishings are one of the easiest ways to add personality to your booth and stand out in a sea of sameness and boring blue. They're flexible, swappable, and powerful. So whether you're working with a small inline or a sprawling island, think of your furniture as tools that can shape an experience and reflect your brand. Focus on both form and function, and you'll turn an empty box into something that feels like you. E