Tip #5 – Sparkle and Shine.

It takes prospects three seconds to walk past your booth. In that three seconds you need to communicate who you are, what you do, and give people a reason to stop. Let’s say they stop. Now you have another four seconds to make a lasting impression.

Your message and presence at AMTS 2011 is a complete package. And people like nice, neat, clean, professional packages from those they plan on doing business with. Here are some tips on how to SPARKLE AND SHINE, standing out from your competitors.

Booths That Sparkle

One key when planning your booth graphics is making sure prospects can see you from a distance. A good rule of thumb is 1 inch of graphic height for every 3 feet of distance – so if you want to be visible from 30’ away, make sure your letters/graphics are at least 10” or higher. When determining your booth message, consider these other tips found on http://designcenter.tradeshow-stop.com/:

  • Use simple, declarative text and bold, relevant graphics.
  • Try to state your message in ten words or fewer with simple, everyday terms – try to avoid too much detail in your booth graphics—save those details for literature.
  • Consistency is key—make sure all elements of your booth include some clue, visual or otherwise, to your brand or identity.
  • A unified look = a professional look. You don’t want to be too noisy, too cluttered, too casual, or too formal.
  • Consider some virtual demonstrations in addition to some live equipment, to save space. Don’t create physical barriers between you and your prospects, and ensure there is easy traffic flow throughout your space.

Staff That Shines

A professional, clean appearance will help make your prospects feel more confident that you have a very solid company. Having booth staff in “uniform”, whether wearing logoed corporate apparel, or at least the same colors, not only gives you a polished appearance, it advertises your company each time you walk the trade show floor. Some also feel wearing your logo keeps booth workers in a professional frame of mind – reminding them they are representing the company. Just like your booth, your staff should not be “too noisy, too cluttered, too casual or too formal.” Poor booth staff etiquette sends the wrong message to prospects.

And remember, once in your booth, you have four seconds to engage the prospect. Keep your spiel concise, but encourage them to stay. Staff should rehearse talking points to quickly let the prospect know who you are, what you do, and in that sense, quickly qualify as to whether you have something they need. Consider a 20-second “elevator speech” for staff on any product or service you want to highlight for those prospects you’re able to engage further, as a way to keep your message consistent to all attendees.

The overall goal is to get prospects and customers to see your booth, visit your booth, engage in your booth, and remember your booth. SPARKLE AND SHINE and they will.


Check out Tip #6 where we discuss the need to “Stay Relevant” to prospects and customers with your booth and your message.