Insights from Module 10 of CASBO’s Selling to School Business Micro-Certificate

Your booth isn’t just decoration, it’s your brand, your first impression, and your conversation starter. Laura Bohannon reminds us that great booths blend form and function to draw in attendees and showcase value at a glance.

• Use eye-catching design with clear branding.
• Incorporate interactive displays to draw people in.
• Offer relevant giveaways (think pens, USB drives, notepads).
• Staff your booth with knowledgeable, engaging people who can speak to school-specific needs.
• Bring demo products when possible. It helps CBOs connect your solution to their day-to-day problems.

Promote Thoughtfully, Not Aggressively

School business leaders attend CASBO events to find practical tools—not to be “sold.” Laura advises vendors to approach interactions with care and authenticity.

• Let attendees browse without pressure.
• Ask questions and listen actively.
• Provide information, not a hard pitch.

“Your primary job is to engage, not overwhelm,” Laura notes.

Leverage Networking Opportunities

The show floor isn’t the only place connections happen. CASBO’s Expo provides a rich environment to form meaningful relationships. Laura encourages vendors to think beyond the booth.

• Use event platforms and social media to connect before the show.
• Attend official CASBO networking events.
• Explore cross-promotions with other vendors targeting the same discipline areas.

Logistics Matter

Great ideas fall flat without great logistics. From shipping to storage, operational details can make or break your Expo experience. Plan way ahead.

• Work with GES, CASBO’s official decorator, for shipping and booth handling.
• Organize set-up/tear-down based on the allowed hours.
• Schedule adequate staff coverage, especially during peak expo times.
• Ensure secure storage for extra materials.

Create a Timeline—and Stick to It

The most successful vendors don’t wing it. Laura stresses the importance of time management and accountability leading up to and following the Expo.

• Develop a detailed timeline of deadlines (shipping, set-up, staffing, etc.).
• Prepare a post-event follow-up plan and assign responsibilities.
• Prioritize follow-up because your competitors will.

Do’s and Don’ts to Remember

✔ DO:

• Greet and engage visitors.
• Follow up promptly after the show.
• Align your goals with your event strategy.

✘ DON’T:

• Oversell or overwhelm.
• Miss deadlines.
• Skip the follow-up or you’ll miss your ROI.

Final Thought: Be Prepared, Be Present, Be Personable

The CASBO Expo isn’t just a trade show. It’s a community of mission-driven professionals. If you align your messaging with real school needs, respect the way school business operates, and invest in the relationship, the expo can be your most valuable lead-generation opportunity of the year.