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How to Get Your Booth to Stand Out at the Gizmo-Gadget Convention: Think Large Format Printing, Think Neon

There's something about a trade show— or any convention—that's irresistible. Maybe it's the free giveaways. Maybe it's the large scale of everything—large booths and large banners—even the smiles seem larger at a convention. Maybe it's the glossy exhibits on display. Or maybe it's how the event participants seek to draw attention to themselves. Have you ever noticed how auto shows and sports shows tend to resemble a circus, with attention-getting banners and brightly printed posters formatted large? At sports card shows you'll witness celebrities milling in the crowds—all to grab your attention. You'd think a book lover's convention would display a more subdued format, but have you ever watched the frenzy of a literary auction over a signed first edition or early printing? The message that stands out is this: In all the activity, it's too easy to get lost in the crowd. So if you are running a booth at a convention, here are some basic tips to assure that, in the hullabaloo, you get noticed by your fans.


· Book early! The earlier you contact the convention coordinator to register your booth, the more likely you are to get assigned a high-traffic spot in a noticeable area. Keep in mind that convention centers tend to be huge places, and to get noticed, a visible booth located in a prominent spot is essential.

· Design your display well in advance. The construction could take months, including the placing and receiving of custom materials orders, particularly if you expect a professional-looking display. Professional-looking displays need more than advance preparation, though; they need both the glitz and the practicalities planned for. Get the hardware you need so it is on hand to hang up your printed signs and posters. Make sure you have sufficient lighting. Choose a display format that fits your subject—if you are displaying electronics, then your presentation can follow the motto, "The Sleeker the Better." If you are displaying vinyl siding, then you want a booth that can show off an array of colors. And speaking of colors...pay attention to your color schemes. Kindness to the eye isn't your first concern; it's getting noticed. So if you have a choice between discreet tan and neon green on your sign...it's neon all the way.

· A large format banner is a must. Vinyl is the best choice for your signs and posters. If you get your printing done on conventional poster board, you may find that it doesn't hold up as well. Not only is vinyl sturdy, but also it's waterproof, and that's important for the convention three years down the line when you're stuck outside in the rain.

· Do your homework on the convention. The more you know about the attendees, the more wisely you'll plan your booth and giveaways to attract them. Trade shows attract professionals; sports shows attract hobbyists. Printing out brochures may be sufficient for the professionals, but the hobbyists want a giveaway with a more entertaining format. Keep the freebies small or collect their business cards and put them on your mailing list; large freebies tend to be abandoned and forgotten.

· A sign that your booth is a success is that it's always teeming with visitors. But too busy a crowd also can mean that some serious business contacts might be put off or accidentally be ignored. When you plan the layout of your booth, consider a linear arrangement that encourages people to shuffle along. One way to accomplish this is by using signs and posters that lead people in a certain direction by following a definite sequence.

So the next convention or trade show you attend, notice the banners and posters displayed in the exhibit booths. Give some thought to the unique possibilities for your own booth's presentation, and you will attract plenty of custom.

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