Trade Show Hack #2: Exhibit With a Plan

A booth without a plan is just an expensive backdrop. Before you design anything, get clear on what you want the show to accomplish. Lead generation, brand awareness, product demos, or client meetings all require different approaches.

Once the goal is set, everything else should support it. The layout, messaging, technology, and staffing should all work together to guide behavior and encourage the right conversations. Just as important, your team needs to know the plan. When everyone understands who they’re talking to and why, interactions become more focused and more effective.

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