Establish a theme and design display accordingly

- Consider signage font style and size, booth design, and stand construction    in developing the theme.
- Seek training or help from those who have expertise in this area.

Value rather than vanity

- Tip: Always ask these questions first:
- Does this element of our booth leave a perception of value or vanity in the    mind of a site visitor?
- What is the benefit to the visitor?

Design for prospects and customers

- A visiting prospect perceives value when they leave convinced that      your company can meet their personal or business needs at a price      they find acceptable. With a prospect, the image your booth      presents is often as important as the substance it provides.

- A visiting existing customer finds value primarily through a      continuous stream of new answers. Each time they access your      booth, they want specific and valuable professional information to      help them with their personal or business needs.

Develop both a dynamic and evolutionary booth plan

- A dynamic exhibition booth will be updated as often as practical.
- The Internet is changing and evolving so rapidly that new products, methodologies, and standards are appearing on a daily basis. Your booth, too, must continually evolve to remain relevant.

A planned schedule of updates and enhancements will help ensure that new components are part of the overall booth's “look and feel” and that they work smoothly and seamlessly with your existing exhibition booth content.

Compelling content

- Exhibitors should develop content and graphics that are compelling to the    booth visitor.

Visitor demographics

- Collect as much information about the visitor as possible without alienating    them in the process.
- Requests for more information, opinion polls, surveys, etc. should      be short and simple to ensure that the visitor will provide the      information. - Tip: Always ask for the visitor's E-Mail address. - Whenever possible, reward the visitor with something free, such as      a contest, special sale price, or valuable information to be sent via      E-Mail.

Have a marketing plan

Define what it is you want to accomplish, and how you will measure success. This could be anything from building awareness to introducing a new product. Most companies don't know if they are successful at trade shows because they have no plan, and therefore no way to measure performance.