If you want to stop the procession of qualified attendees walking by, but not into, your booth, then you must pre-show market, catch their eye with a great looking exhibit, take your top employees (the ones that have personality and smarts) to the show, and maybe throw in a demo or a game. Standing in front of a gray wall with a black sign in a boring font, will not get you a second look … unless you are dressed in a clown suit!

If your booth looks boring and dull that becomes the perception attendees have of your company. If your trade show booth graphics didn’t quickly communicate what you sell — and why you are worth buying from, the prospect is lost.

If your booth staff looks unprofessional, apathetic, unmotivated, and pre-occupied — not the kind of people he wants to talk to — let alone buy from, for that matter, you will be dead in the water. Don’t engage passerbys, rather than offer a greeting or ask a question, just stare into space, or talk with each other, or into the phone. If your booth space looks too dull compared to other exhibitors who are having energetic conversations, presentations, demos, and more – they will keep your doors closed.

Last topic – the invitation Attnedees only have so much time to visit booths, so those that asked him to visit before the show get first dibs. Don’t take attention for granted – seek it!