in, or they aren't sure what it is you do. If it’s the latter, it becomes the same as determining they do not need what you do. There are plenty of trade show displays at the show that get their points across clearly and succinctly, so if your's doesn't the customers won't mind----but you probably will!

3) Graphics (Photographs or line art) are used to attract attention or set a mood. Copy is used to g

Many small business owners make an attempt to create their own layouts for their initial trade show display. This makes perfect sense because most small business owners are used to doing everything themselves and like the idea of saving a buck when possible. At the same time they may not be sure that trade show marketing is going to help their overall marketing effort. It is often a catch 22 because they are not sure whether it will help, so they try to cut corners to save money on their display, which in turn will probably cause their trade show marketing result to show diminished returns. I deal with this more often than not on a daily basis.

Obviously, the best scenario would be to hire a professional to do the entire layout. However, since that routinely doesn't happen, I'm going to provide a road map for designing your first trade show display layout.

The essentials -

1) Design your display for your most important prospect. It should be determined if the audience is varied and general or singular and specific. In essence, if there were one thing you could say to all of your potential customers about your business, what would it be?

2) The three primary considerations need to be: WHO are you? WHAT do you do? WHY should I talk to you? Say it or show it in 10 SECONDS or less! Keep in mind that most trade shows are like miniature interstate highways with billboards. As people survey the show they have a limited amount of time to spend at any particular booth. So two things happen when they view your display - they either know it is something that they are interested in, or they aren't interested in, or they aren't sure what it is you do. If it’s the latter, it becomes the same as determining they do not need what you do. There are plenty of trade show displays at the show that get their points across clearly and succinctly, so if your's doesn't the customers won't mind----but you probably will!

3) Graphics (Photographs or line art) are used to attract attention or set a mood. Copy is used to ge

ot sure whether it will help, so they try to cut corners to save money on their display, which in turn will probably cause their trade show marketing result to show diminished returns. I deal with this more often than not on a daily basis.

Obviously, the best scenario would be to hire a professional to do the entire layout. However, since that routinely doesn't happen, I'm going to provide a road map for designing your first trade show display layout.

The essentials -

1) Design your display for your most important prospect. It should be determined if the audience is varied and general or singular and specific. In essence, if there were one thing you could say to all of your potential customers about your business, what would it be?

2) The three primary considerations need to be: WHO are you? WHAT do you do? WHY should I talk to you? Say it or show it in 10 SECONDS or less! Keep in mind that most trade shows are like miniature interstate highways with billboards. As people survey the show they have a limited amount of time to spend at any particular booth. So two things happen when they view your display - they either know it is something that they are interested in, or they aren't interested in, or they aren't sure what it is you do. If it’s the latter, it becomes the same as determining they do not need what you do. There are plenty of trade show displays at the show that get their points across clearly and succinctly, so if your's doesn't the customers won't mind----but you probably will!

3) Graphics (Photographs or line art) are used to attract attention or set a mood. Copy is used to g

designing your first trade show display layout.

The essentials -

1) Design your display for your most important prospect. It should be determined if the audience is varied and general or singular and specific. In essence, if there were one thing you could say to all of your potential customers about your business, what would it be?

2) The three primary considerations need to be: WHO are you? WHAT do you do? WHY should I talk to you? Say it or show it in 10 SECONDS or less! Keep in mind that most trade shows are like miniature interstate highways with billboards. As people survey the show they have a limited amount of time to spend at any particular booth. So two things happen when they view your display - they either know it is something that they are interested in, or they aren't interested in, or they aren't sure what it is you do. If it’s the latter, it becomes the same as determining they do not need what you do. There are plenty of trade show displays at the show that get their points across clearly and succinctly, so if your's doesn't the customers won't mind----but you probably will!

3) Graphics (Photographs or line art) are used to attract attention or set a mood. Copy is used to g

WHAT do you do? WHY should I talk to you? Say it or show it in 10 SECONDS or less! Keep in mind that most trade shows are like miniature interstate highways with billboards. As people survey the show they have a limited amount of time to spend at any particular booth. So two things happen when they view your display - they either know it is something that they are interested in, or they aren't interested in, or they aren't sure what it is you do. If it’s the latter, it becomes the same as determining they do not need what you do. There are plenty of trade show displays at the show that get their points across clearly and succinctly, so if your's doesn't the customers won't mind----but you probably will!

3) Graphics (Photographs or line art) are used to attract attention or set a mood. Copy is used to g

in, or they aren't sure what it is you do. If it’s the latter, it becomes the same as determining they do not need what you do. There are plenty of trade show displays at the show that get their points across clearly and succinctly, so if your's doesn't the customers won't mind----but you probably will!

3) Graphics (Photographs or line art) are used to attract attention or set a mood. Copy is used to get across points. The primary graphic should get attention while still being related to your product or service. Many times a strong graphic serves as a background while copy is inserted to relate a graphic to your business. Therefore it is necessary to find a graphic in a digital format, if possible, that can be made large enough to serve as this background image. Then all you need to do is insert your logo and several bullet points that relate this attention-getting graphic to your business. Your potential customers are then attracted to the graphic, which serves both the purpose of attracting their attention and identifying your company. The additional bullet points are generally things you want said about your company, that customize the trade show graphic.

4). Obviously your first course of business will be to determine what the large-format background graphic should be and where to obtain it. Secondly, how and where your company identifier (logo) should be placed within that graphic on the trade show booth. And thirdly, what bullet points or specifics about your company should be added to this background. Once you've determined these things you may have to seek out digital files, either by purchasing them or having them designed, and making sure your logo can be reproduced in an acceptable way. Large-format graphic backgrounds (digital art) can be found in abundance on the Internet or by retail purchase.

5) After obtaining your art work most display companies simply need you to provide it via FTP or by sending them a CD in the mail.

It is in the incorporation of the five essentials listed above tha