There’s one characteristic that successful exhibitors have in common: they’re not afraid to use their imagination. Whether coming up with creative exhibit themes and designs, crafting marketing tools that draw attendees in, or developing engaging ways to interact with attendees in the booth, they’re not afraid to step out of their comfort zone and look at things from a fresh perspective.
Unsuccessful exhibitors, on the other hand, are stuck in the “we’ve always done it this way” mentality, constrained by outdated designs and techniques. Their lack of imagination keeps them from becoming the buzz of the show, and from getting significant numbers of new leads.
So when you’re planning your exhibits, remember this quote from Mark Twain:
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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights
blog/podcast, and is the author of Build a Better Trade Show Image
, the Exhibitor Education Manifesto
, and the ExhibitorEd Success System
. Exhibit Design That Works
(the first book in the YES: Your Exhibit Success
series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café
, an online education community.