On the show floor, your exhibit makes a strong statement about who your company is, what you do, and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to designing an open, welcoming, and friendly space, you need a focal point and a strong key message that tells people why they should consider doing business with you. People want to know what’s in it for them.

Also, think about the image you want to project. For example, do you want people to think of you as high-tech, contemporary/trendy, traditional, or sporty? Or would you prefer to be seen as an established, quality operation? Your booth design can express any of these images. The color and quality of your carpeting/flooring should complement your image. Use lighting to accentuate product displays and create moods, and use special effects such as moving objects, videos, magicians, robots, mannequins, banners, flags, or live entertainment to grab visitors’ attention.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.