uct story to more of the people who count in closing the sale.

Here are ten rules for designing a booth:

1. It's a trade show ... so show them: A show is exactly that......a show. It is not an advertisement - it should be your product in action! The visitor becomes immediately involved with your prod

You must constantly bear in mind the real function of your exhibit at a trade show and weigh each idea to see how it contributes to reaching your goal. Look at the function of your exhibit. What is it trying to do? What are you trying to achieve through its use? It makes a difference in your design thinking whether you wish to demonstrate a machine in operation to the widest possible audience, or if you expect to limit attendance in your booth to a very few important customers. Will you be doing a hard sell to anybody who stops by?

Collect the facts !

It is a waste of time to go ahead with a design, never mind construction, of an exhibit whose purpose is to obtain new dealers; to be faced with a comment by senior management that what is really needed is to identify a newly acquired product or service. The Sales Manager should realise right from the beginning what the exhibit is being planned to do.

The Exhibit and the Show Visitor:

Ideally, the design should attract every individual whom the exhibitor considers a prospect. The question can be stated as simply as this: "How do you design a trade show booth so you get the best results at various trade shows?" And here results mean telling your product story to more of the people who count in closing the sale.

Here are ten rules for designing a booth:

1. It's a trade show ... so show them: A show is exactly that......a show. It is not an advertisement - it should be your product in action! The visitor becomes immediately involved with your produ

whether you wish to demonstrate a machine in operation to the widest possible audience, or if you expect to limit attendance in your booth to a very few important customers. Will you be doing a hard sell to anybody who stops by?

Collect the facts !

It is a waste of time to go ahead with a design, never mind construction, of an exhibit whose purpose is to obtain new dealers; to be faced with a comment by senior management that what is really needed is to identify a newly acquired product or service. The Sales Manager should realise right from the beginning what the exhibit is being planned to do.

The Exhibit and the Show Visitor:

Ideally, the design should attract every individual whom the exhibitor considers a prospect. The question can be stated as simply as this: "How do you design a trade show booth so you get the best results at various trade shows?" And here results mean telling your product story to more of the people who count in closing the sale.

Here are ten rules for designing a booth:

1. It's a trade show ... so show them: A show is exactly that......a show. It is not an advertisement - it should be your product in action! The visitor becomes immediately involved with your prod

never mind construction, of an exhibit whose purpose is to obtain new dealers; to be faced with a comment by senior management that what is really needed is to identify a newly acquired product or service. The Sales Manager should realise right from the beginning what the exhibit is being planned to do.

The Exhibit and the Show Visitor:

Ideally, the design should attract every individual whom the exhibitor considers a prospect. The question can be stated as simply as this: "How do you design a trade show booth so you get the best results at various trade shows?" And here results mean telling your product story to more of the people who count in closing the sale.

Here are ten rules for designing a booth:

1. It's a trade show ... so show them: A show is exactly that......a show. It is not an advertisement - it should be your product in action! The visitor becomes immediately involved with your prod

>The Exhibit and the Show Visitor:

Ideally, the design should attract every individual whom the exhibitor considers a prospect. The question can be stated as simply as this: "How do you design a trade show booth so you get the best results at various trade shows?" And here results mean telling your product story to more of the people who count in closing the sale.

Here are ten rules for designing a booth:

1. It's a trade show ... so show them: A show is exactly that......a show. It is not an advertisement - it should be your product in action! The visitor becomes immediately involved with your prod

uct story to more of the people who count in closing the sale.

Here are ten rules for designing a booth:

1. It's a trade show ... so show them: A show is exactly that......a show. It is not an advertisement - it should be your product in action! The visitor becomes immediately involved with your product because he or she can see it, touch it, handle it. The exhibitor has a great opportunity to act on all five senses of the visitor. Don't throw this opportunity away. Don't expect the visitor to show himself, you show him!

2. Build your exhibit around your product: Some exhibitors are more interested in building pretentious displays than in showing the products that they house. Do not look upon a show as an architectural competition. This is always a mistake. Keep your focus on your products, that's where the visitor's interest is.

3. Make your exhibit easy to understand: Show visitors want facts about your products and, they want them quickly and in convenient form. Visitors are enthusiastic about booths, which display products in orderly, logical sequence. Products should be clearly identified detailing their characteristics, specifications and applications. Don't take your product for granted. Remember, the visitor may be seeing it for the first time.

4. Don't confuse the visitor: The exhibitor whom uses unusual sound effects; razzle-dazzle displays or costumes often creates the impression that he is trying to conceal his product. Good lighting, decoration, booth dress is always relevant to the p