Concept project · Medtech · 10×10 inline booth
Monarch Learning Labs is a fictional company. I created this project to show how I plan a booth, from the aisle to the follow-up email.
IMAGE 1: Hero render
Client
Monarch Learning Labs, clinical device training software
Event
AdvaMed MedTech Conference
Booth
10×10 ft inline, small booths on both sides
Booth team
2 sales reps
Goal
Get the right people to stop, talk, and leave qualified contact details
Delivered
Booth layout, backdrop, front desk wrap, QR stands, lead capture calculator, follow-up report, staff playbook
The challenge
Monarch has a strong product. Their software lets nurses and doctors practice on complex medical devices on screen, so the real machines stay in use.
At their last regional show in Pittsburgh, the right people walked past. Nothing about the booth gave them a reason to stop.
AdvaMed raises the stakes. It is bigger, more expensive, and full of large companies with island booths. Monarch has a 10×10 and two reps.
What wasn’t working
The banner read like a brochure. Paragraphs of text that nobody reads while walking.
The table was a wall. Bulky monitors on a flat table put a barrier between the reps and the aisle.
The lead capture leaked. A QR code near the floor that nobody saw, and paper flyers that ended up in the bin.
A typical regional booth setup. Lots of information, no reason to stop.
I start with the floor, not the artwork
Before designing anything, I looked at where the booth sits and how people move past it. The booth is in a crowded row, and most visitors approach from one end of the aisle. So the booth has to work at an angle, not only head-on.
Most medtech booths use blue and white. Monarch Orange makes the booth stand out from far down the aisle.
Every part of the booth is planned for a distance: 30 ft, 10 ft and 2 ft.
The three-distance funnel
Every part of the booth has one job, depending on how far away the visitor is.
30 ft: the hook
I replaced the text-heavy banner with one question the audience already worries about. It sits in the top half of the backwall, where crowds and furniture can’t block it.
“What does training downtime really cost?”
Six words, readable at walking pace.
10 ft: the invitation
I moved the desk to the side and opened the front. A high table with a live demo invites people to step in, instead of talking across a barrier.
An open front invites people in.
2 ft: the capture
A tablet runs the Training Cost Audit. QR stands at eye level let visitors take it on their own phone. No paper, no flyers.
Lead capture at eye level, where people actually look.
Leads that arrive qualified
A badge scan tells you who someone is. The audit also tells you what they need.
01
Three quick questions: which device, how long it sits offline for training, and how many staff are trained each year.
02
The number: the audit shows the yearly cost of that downtime. This is when the rep steps in.
03
The report: visitors enter their work email to get a short report on how to recover that cost.
Every lead comes with device type and downtime data. After the show, the sales team knows who to call first. The form resets after each entry, so the kiosk runs all day.
From question to qualified lead in under a minute.
An easier day for the booth team
The hardest part of a show is the first sentence. So I gave the reps a one-page playbook with their opening lines.
Opening lines tied to the backwall: “Have you ever had to take a device offline just to train staff?”
When to step in: right after the cost appears on screen.
Who does what: one rep runs the demo, the other watches the aisle.
One page, ready to print and keep at the booth.
What success looks like
This is a concept, so these are targets I would set with the client, not results.
Measure
How it’s tracked
Target per show day
Audits completed
Form submissions
25
Work emails captured
Form submissions with email
15
QR scans
Scan tracking on the QR link
40
What I delivered
Booth layout and 3D views
Backwall, print-ready with bleed and specs for the builder
Front desk wrap
Two eye-level QR stands
Training Cost Audit, tablet and mobile versions
Follow-up report
One-page staff playbook
Files prepared for the builder, so nothing gets lost in production.
