samples, etc. from the distribution area without intruding on your one-on-one conversations taking place in the other area. This will give you a semblance of "privacy" -- as if this were possible at a trade show -- when you pitch your more important prospects If there are two of you working the booth, then you should have two self-contained sales stations -- one on either side. In other words, make use of your space intelligently. Don't clutter up the middle, if you can help it. 2. Focus on your "Primary Product Message" Your PopUp display should do double-duty as both a backdrop, and your most important vehicle for promoting your company's presence and your "Primary Product Message". Stand back from your display for a second and look at it from the perspective of the casual passerby. What is he or she most interested in? First, since she has come some distance to see a number of specific exhibits, chances are she is looking for a familiar name or logo. Don't disappoint. Use striking trade show graphics to display your logo prominently near the top of the display. That way it will be as visible as possible above the heads of the people standing in front. 3. Use a slogan The same goes for your "primary product message". Try to boil your product or service down into one or two words that you can focus on. This could be a product logo, especially if it is well known and easily identifiable. But it could also be a two or three word phrase -- much like a "slogan". If you can't think of anything creative, then just take your primary product and stick an adjective in front of it (or a short phrase behind it) that gives it some "zing"...like this... Hair Cuts with Class Sausages with Sizzle Beautiful Old World Gardens Keep it to four or five words. The objective is to have it near the top of your display, on one, or at most, two lines, where it will get maximum exposure. 4. Use simple, bold graphics So that takes care of the top 1/3 or so of your display. The rest should be devoted to enhancing or illustrating the "primary product message". Forget about using lots of text to actually tell people about your product. If the show is successful, you will spend most of your time blocking the view of your display, and prospects won't be able to see it anyway. Use some creativity when designing your popup display or trade show booth. Usually you want to find one or two large striking images and integrate them into a colorful background. The best designs often use just one
piece
is
an
abstract
triptych
that
I
found
while
I
was
in
Atlanta
buying
religious
paintings
The
piece
was
called
Guardian
Angel
and
I
love
it
My
patrons
fell
in
love
with
it
as
well
They
have
asked
me
to
track
down
the
artist
and
see
if
he
has
anymore
religious
paintings
available
The
only
religious
paintings
that
I
actually
do
not
buy
are
ones
that
reflect
the
image
of
Jesus
on
the
cross
I
don’t
have
a
problem
with
them
some
of
them
are
extremely
well
done
and
would
more
than
likely
sell
well
but
my
investors
made
it
very
clear
when
they
financed
the
gallery
that
I
would
not
put
that
image
into
it
PPPPP
683
Ajello
Candles
The
motto
of
the
Ajello
Candle
Company
is
“It’s
better
to
light
a
candle
than
to
curse
the
darkness”
This
candle
making
company
has
been
in
business
since
1775
The
business
has
been
family
owned
for
seven
generations
The
candles
from
Ajello’s
are
well
known
for
their
beauty
and
quality
While
they
make
more
candles
now
than
in
1775
their
dedication
to
quality
and
to
customers
has
never
changed
The
Ajello
Candle
Company
was
founded
by
Rafael
Ajello
an
Italian
painter
He
was
also
a
beekeeper
so
he
tried
his
hand
at
using
bees
wax
to
create
candles
He
worked
hard
to
create
a
formula
that
worked
well
The
formula
combined
with
his
outstanding
artistic
ability
lead
to
the
birth
of
the
Ajello
Candle
Company
In
1785
the
company
earned
the
honor
of
creating
all
the
candles
for
the
Vatican
He
and
his
wife
ran
the
business
keeping
their
children
involved
in
the
processes
from
an
early
age
As
time
went
on
their
children
and
grandchildren
kept
the
business
running
as
well
as
passed
the
family
business
on
to
their
children
By
1862
the
company
had
established
itself
as
a
leader
among
the
candle
making
industry
They
had
also
added
perfumes
and
many
.
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