simplify your exhibit to increase results

I enjoyed this article from BusinessWeek today: Lessons in Simplicity from the Flip. The principles it discusses in relation to keeping this product simple can be directly applied to a trade show exhibit:

1. Keep your product or service simple. The products/services you show in your exhibit.
2. Deliver a simple presentation. Presentations, demonstrations, all interactions.
3. Offer simple packaging and instructions. Exhibit design and graphics.
4. Build a simple website. Show promotion – before, during and after.

It can be tempting to market each one of your products/services and list all features/benefits, but simplifying and narrowing your focus can be more effective.

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