Everybody has a budget. Whether it is a first timer with $3,000 or Sony, Coca Cola, or Ford with millions … everyone has a bottom line that they must meet and not exceed. There are a number of caveats to the equation. Do you pick the front space by the door? Do you choose an inline space or plunge into an island exhibit? Do you build an elevated wood floor to aid in wire management? Or do you use carpet with your logo carved into the front corner? Again, your budget gives you many of the answers upfront.

The most important factor at any show is attracting attention and standing out from the crowd. Even an inline exhibit with wonderful lighting, excellent graphics, and great color choices can stop attendees dead in their tracks. You must start with a list of everything you want to have and narrow, trade, and just say no to ideas that do not add to your ROI.

Wood flooring or carpet? In Europe there is never a question everyone is elevated with wire management concealed. In the USA where shows last three days with another three days for move-in and not ten days to two weeks move-in times outside our country a wood floor is far more costly. Materials cost more, there is more time and more people for installation and dismantle, all around a big-budget item. Carpet with logos is another primo item – why not select two or three colors that repeat the colors in your exhibits, we do this all of the time for our Brazilian clients – blue, green, yellow – for a few dollars more and sometimes depending on the sizing not even that, and they have a custom look. Otherwise, let’s be honest do you want to catch attention because people were looking down at the floor or up at your products?

Lighting? No matter how much light is on the show floor it is never enough. Lighting is the key factor in grabbing attention. One of our claims to fame is our light wall made out of glass, not Plexiglas , that shines like a beacon across the trade show floor. That wall far out shines a hanging sign – if you have to choose one or the other go for the lights!

Color? We know you always want to incorporate your logo – but if your logo is gray and black you will sink into the background of the show. Pops of color, handled both artfully and skillfully can make all of the difference in the laws of attraction.

Furniture and AV Equipment? It goes without saying that you need the latest technical equipment and you should always consider what you are going to put on your screens that will stop and captivate an audience. Furniture should be attractive and stylish – it may not be the most comfortable, but people are only going to sit for a very few minutes and in this case, as the saying goes, it is definitely better to look good than to feel good.

Graphics? Do not skimp – spend as much money as you can. Back lighted, three dimensional, this is where you make your statement.

So there you have it. Be budget conscious however remember those three or four days may be the most important in your marketing plan for the entire year. Better to double up on room assignments, fly coach, and a few less parties to catch the masses!