Once a decision has been taken with regards to what exhibition to participate in, the next big step is to think about how to make your participation a success. A major factor that goes into deciding whether or not the exhibition will be a success for you, is the design of your booth or stand.
Lets look at it from the visitors point of view. When a visitor comes to an exhibition, and is looking to do some serious business, he is confronted with a situation where he gets to see thousands of exhibitors, all selling the same or similar products/services, and all exhibiting in the same area spread usually over a few thousand square feet for three or four or five days!! Now it is not humanly possible for anybody to visit all stands and talk to all exhibitors to strike the best possible deal in those three days. There are some exhibitors that the visitor already knows about before going to the exhibition, and those he is definitely going to visit. When he is through with those meetings, then he takes a walk through the various halls, looking at the other stands around him, deciding on the spur of the moment which booth he wants to go into and what exhibitor he wants to talk to.
It is here that the design of the stand comes into play. Unless a stall is designed to stand out, to grab the visitors' attention and to tell the visitor exactly what he can expect form it without telling him too much, nobody would want to enter it. After all, the visitor has already tired himself out, walking through all these halls, talking to so many exhibitors and looking at so many products. Now he can do without spending time at another booth that does not sell what he wants to buy!!
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