1. ESTABLISH GOALS & OBJECTIVES

"If you don't know where you’re going, you may miss it when you get there" - Anonymous

2. SELL YOUR COMPANY

Use your company logo; what type of image suits your company? (Quality, high-tech, established, contemporary, sporty, traditional, trendy?)

3. PROFESSIONAL, ATTRACTIVE GRAPHICS/SIGNAGE

Graphics need to say:

• Who you are
• What you do
• Benefits of your products/services

Copywriting Guidelines:

• Buyer-focused
• Concise
• Stress one benefit only
• Action-oriented

4. SELECT THE PROPER SETTING FOR YOUR PRODUCT:

Colour can create many involuntary physiological & psychological messages.

• Blue has a calming effect
• Red is emotionally charged and hard for the eye to process. Don’t overuse it.
• Yellow is the best attention-getter
• Green is positive & calming
• Orange conveys "cheap"
• Gold, silver & platinum symbolize premium
• Black represents power

Lighting accentuates products & creates moods.

5. INVITE PEOPLE TO YOUR EXHIBIT AND THE SHOW

Mail or hand out the complimentary passes provided with the Exhibitor Manual, conduct other forms of pre-show promotion, broadcast fax, email, etc.

6. BUILD, BUY OR RENT A BACKDROP OR ENCLOSURE

Ensures a professional, functional display. Exhibitors are required to have a structure in front of the curtains.

7. CARPET YOUR EXHIBIT SPACE (MANDATORY)

Colour & quality compliment the image you want to portray. Alternate forms of flooring are also popular: Hardwood, tiles, etc.

8. GREENERY IN YOUR EXHIBIT

• Accentuates graphics
• Hides electrical wiring
• Adds life & colour

9. INVOLVE PEOPLE IN YOUR EXHIBIT

Moving objects, videos, robots, mannequins, banners & flags will all grab delegates' attention. Be guided by the image you want to convey.

10. CREATE AN INFORMAL OR FORMAL CLOSING AREA

Furniture: Tables should be used on the sides for displays and not create a barrier between the booth and the aisle. You want to "invite" delegates into your exhibit. Minimize chairs; used for delegates only and create a comfort zone to close those deals.

MORE GREAT TIPS:

• Have a Pre-show meeting with staff (establish goals, scheduling, etc).
• Plan giveaways and promotions to generate leads. Give away your own service or product to qualified leads.
• Instill some friendly competition among your staff AND teamwork – ensure your exhibit has more impact than your competitors!