Whether you lease a 100 square-foot booth, or create a powerhouse booth the size of a small city block, your display has the potential to make your exhibit experience a success.  The rule of thumb is that five minutes should be spent preparing for the show for every minute spent exhibiting.  This involves booth development, staff training, and the promotion of your company's presence.

Booth Development.  Booth development is an exciting challenge when space is limited.  The company has an opportunity to express its essential identity to the attendees.  It is this identity, and what it represents, that is being sold.  Keep in mind these three very important items:

1. Consider what exhibit design will best display your products and services and make a booth mock-up.

2. Be creative with the presentation and attractiveness of your booth, allow your products and services to take center stage.

3. Evaluate your space.  Is it efficient?  Will it permit an even traffic flow?

- In the end, a balance between form and function is what is needed. -

Staff Training.  The booth is nothing without properly trained staff.  They are the individuals who will be stepping on the trade show floor and marketing your products and services.

1. Prepare booth staff to be your sales representatives at the show.

2. Train the staff to focus on engaging the attendees' attention on the products and services.

3. Have your staff go through a dress rehearsal.  They will get familiar responding to questions about the company's products and services.

Promotion.  Make promotion a priority for your company.  Through a successful pre-show promotion campaign, you will attract attendees' attention, spark their interest, and nurture their desire to own or use your products and services.

1. Remember your current customers.  They may not go to the show, but your product offerings may interest them.

2. Attract attendees to your booth with a pre-show mailer advertising new product information, or the perks and benefits for stopping by your booth.

3. Provide a message about your company that is concise and easy to understand.

4. Your products and sevices are your company.  Show them off!