1. Go big or go home. Your goal is to attract visitors from across a busy show hall. Attention spans are getting shorter and you have a brief 2 to 3 second opportunity of engagement.
2. Employ mid-level graphics that are set 6′ to 7′ above the floor. Design your message around one focal point and KEEP IT SIMPLE. Too much text is visually busy and will be ignored. Let your graphics do the hard work of inviting visitors into the booth and directing them within and allow your booth staff time to focus on conveying smaller details and converting leads.
3. Know your brand and target demographic. An athletic company marketing to a younger demographic should have a different look and feel than one targeting an older generation. Play into your brand and use graphics – colors, fonts, lighting, and images – which complement and enhance your message. Attention to detail will make you stand out above your competitors.