We have a trade show coming up and we are launching a new product in a new market. Therefore the product is unknown and so are we. We are however working with a well known channel partner to enter the market. We are therefore planning to have an interactive demo unit (operational) with a 35″ x 90″ banner. I’d like some feedback on the content:

-words _ too many ?
-logo sizing
etc..
and general rule of thumbs as it applies to product banners vs. corporate banners.

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Jay’s Answer: A banner is not a brochure. It’s also competing visually against the entire environment. Since no one knows your company name, product name, or logo, don’t spend valuable space trying to announce yourself. Instead, focus on the key benefit that your prospects care about. That’s who ultimately you want to attract. Yes, put your logo & company name, but not prominently. Keep your message simple, your text large, easily read, and able to catch their attention in 3 seconds as they pass on by your booth.