cus on the attendee, not your ego. All marketing messages must be integrated, so a new exhibit with an old message - or vice versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….

The question is - Our new marketing manager just spent $65,000 for a new trade show exhibit. She loves it, but it doesn't seem to draw people in. Are there lessons here for us?

There are different scenarios but the main problem is - there is a new Marketing Manager. New broom sweeps clean. Wants to start all over. It does not work. What went wrong?" T here are five basic concepts to understand before changing exhibit designs.

1) DO THE MARKETING PLAN BEFORE DESIGNING THE BOOTH….

Remember - Form Follows Function. Sometimes new managers come with great ideas, sometimes more time would have allowed a better integration of exhibit form with marketing message. Do a marketing plan for Each Show.

WHY? Because each show will draw different attendees with different expectations and you need to focus on the attendee, not your ego. All marketing messages must be integrated, so a new exhibit with an old message - or vice versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….<

narios but the main problem is - there is a new Marketing Manager. New broom sweeps clean. Wants to start all over. It does not work. What went wrong?" T here are five basic concepts to understand before changing exhibit designs.

1) DO THE MARKETING PLAN BEFORE DESIGNING THE BOOTH….

Remember - Form Follows Function. Sometimes new managers come with great ideas, sometimes more time would have allowed a better integration of exhibit form with marketing message. Do a marketing plan for Each Show.

WHY? Because each show will draw different attendees with different expectations and you need to focus on the attendee, not your ego. All marketing messages must be integrated, so a new exhibit with an old message - or vice versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….

changing exhibit designs.

1) DO THE MARKETING PLAN BEFORE DESIGNING THE BOOTH….

Remember - Form Follows Function. Sometimes new managers come with great ideas, sometimes more time would have allowed a better integration of exhibit form with marketing message. Do a marketing plan for Each Show.

WHY? Because each show will draw different attendees with different expectations and you need to focus on the attendee, not your ego. All marketing messages must be integrated, so a new exhibit with an old message - or vice versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….

llowed a better integration of exhibit form with marketing message. Do a marketing plan for Each Show.

WHY? Because each show will draw different attendees with different expectations and you need to focus on the attendee, not your ego. All marketing messages must be integrated, so a new exhibit with an old message - or vice versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….

cus on the attendee, not your ego. All marketing messages must be integrated, so a new exhibit with an old message - or vice versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….

Let the folks who are going to work the booth have input. Experience on the floor is invaluable when upgrading or designing a new exhibit.

WHY? They know the problems with lack of storage space, lost keys, theft, crowded demo areas, poor lighting, off-message graphics, difficult set-up, and shipping disasters.

3) IT'S TOUGH TO BE A MISSIONARY….

Way-out designs may scare away prospects because you do not look like "their" type of company. Sure it’s fun to explode on the floor with something really fantastic, but unless the exhibit matches the image the attendee has of the company, unless it is on-message, then some potential clients will shy away.

WHY? There is a psychology to the trade show and attendees – whether first time or experienced – come with desires of comfort. Trade shows