Having worked industrial trade shows for over 40 years, I've found that people respond to a display in predictable ways. First, you have to be visible. Typically a car sits below the delegate's eyeline so you're going to need some kind of eye-catching banner display slightly above the booth facing into aisle traffic that brings show delegates in for a closer look. Panels with informative text and photos help answer the basic questions and can offer places to put displays, flyers, and even small functional models. They can also function to direct the delegate into the booth and focus him on the important features, advantages, and benefits of your product.
Hint: This isn't the place for your corporate logo . . . (what the heck is an
Elio? - that's meaningless to the public.). It needs to say "84 MPG" or make another outstanding claim that gives your sales team a chance to elaborate.
Too many exhibitors build large displays that are difficult to assemble and transport. Today,
portable booths can be purchased that are highly customizable, and can be stowed in a two or three cylindrical cases about 15" diameter and 40" tall that will hold the collapsible frame, including background panels and lighting, while another flat "portfolio" can carry the signage and photos. It all sets up or can be struck and packed away in ten or twenty minutes (depending on the experience of the crew). Best of all, it's surprisingly inexpensive, travels well, shows the professionalism of the company, and makes an inviting display for show delegates to visit. Win-win.
I'm not in the business of selling these products, but as a delegate and long time exhibitor, I've seen what a great looking booth can do for your product placement. It doesn't have to be elaborate or expensive. but when you rely heavily on your exhibit for your corporate image, it's only reasonable to have an exhibit that makes your product and your company look professional.
I'll go join Coss under that rock now . . . .