Don’t pass up an opportunity to go to a show that you think will deliver an audience that fits your products and services just because you don’t have a booth or because you think your booth isn’t big enough to give you the impact that you want – You can always think about renting. Just remember that, while the booth may be a rental, it’s up to you and your team to think through the messaging and branding to make it your own.

Powerful messaging can of course, help you bring your brand to life, but it can also help attendees understand why they need to stop at your booth as they pass by in the aisle. Be sure to make your messaging clear, concise, and focused on the target audience that you want to attract. Put the emphasis of your messaging on benefits rather than features, and be sure the most important points are eye-level and not hidden behind staffers or counters.

Don’t miss out on a great show just because you don’t have a booth. Rent the booth that you need and then create powerful, focused messaging to help you turn your booth space into your own personal branding zone.

Susan BrauerAbout Susan Brauer
Susan, CME, is the President of Brauer Consulting Group ( Susan has more than 20 years of experience in the trade show and events industry and works with organizations to help them set strategic, quantifiable objectives, promote and strengthen key corporate messages and demonstrate ROI for their face-to-face marketing programs.