I have to design a table top display for a user group meeting on a very tight budget ($500). I have ideas for content, my concern is presentation. What’s the best way to ensure traffic to our location? It’s a small show, with mainly our partner’s customers, but we are in a back room. Is it better to do a table top display, or an easel display? And what type of material would you suggest, foam core board, vinyl??

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Jay’s Answer: If it’s a small show, then people will eventually filter to the back room. Other vendors in the room will have a similar problem – so you’ll be working as a team to draw in people.

As for your booth – realize that unless you’re selling something low price at the show, that your purpose isn’t to close a sale, it’s to start one. Listen to people, make appointments with them 1 on 1, find what their needs are, and follow up showing how your product/services solves their needs. At a show, it’s hard to have a meaningful show "on the floor" let alone think.

If you know your target audience well, then clearly identify the top 1-3 problems they have (think headlines for ad copy or web site), and make that your sign. The point is to get contact information, do a brief "intake", and schedule a follow up.

You could use Powerpoint to run a slide show highlighting the points. Movement attracts people’s eyes – but don’t overdo it (with the slide transitions). One headline per slide. Bring your laptop to power the screen.