Size: You want a space people can walk into and be engaged. Have a little sitting area so you can have a one-on-one conversation, says Cheryl Abbott, a vice president of Eisenberg, Vital & Ryze Advertising. She also suggests creating a mini theater using a television that displays a short presentation on your product or service. Pop-up displays that fit a 10' x10' space, are versatile, economically priced and easy to travel with, Abbott says.
To offer product or service demonstrations, you will need storage space, says Jennifer Brooks with Image 4.
Design: Look for lightweight booths that are easy and affordable to ship, store, transport and set up, Brooks says. If you have a large display, you can spend thousands on drayage [storage, setup and removal] and shipping. It's a cost you need to consider, she says. Weight is also an important consideration. Renting or buying a used booth that is heavy or comes in five cases may save money upfront, but those savings could be eaten up later.
If you plan on doing several shows with different audiences, select a flexible booth that allows you to change out graphics easily and affordably, Brooks says.
Message: The most important thing is graphics, Brooks says. I see companies that invest in giveaways, but their booth doesn't say anything about who they are or what they do. Abbott says logos and copy should be big enough to be clear from at least 20 feet away. Be brief and to the point. If you have too much copy, it will overwhelm people and they will be disengaged. Imagery is more compelling than a lot of text, Abbott says.