Many trade show exhibitors focus on visually standing out from the crowd. I cannot argue that the initial appeal of a booth is a pivotal factor in exhibit design. However, qualified leads do not only have to be drawn to a booth, but they need to remember qualities of the products after an exhausting trip. Exhibitors often rely on beliefs that the products will speak for themselves, but that should not be left up to chance among all the distractions and competition.
In 2008, I had the privilege to work with Armstrong Ceiling Systems to create an exhibit for USGBC’s Greenbuild that showcased their innovative green products. I helped create a greenhouse-inspired exhibit that was recognized by the Business Marketing Association for its excellence in green construction.