One of the most common mistakes businesses make is to spend a great deal of money on impressive tradeshow displays, only to waste their money by setting up their display in a way that keeps visitors from visiting the booth or getting the information they need.

The single most common mistake is to set up a display on tables at the front of your booth, but this effectively builds a barrier that separates you from the people you are trying to reach. Be mindful of this when arranging your booth – you want to invite people in to learn more about your company and your products. if you are giving something away at your booth, don't put it on the outside of your booth where people can take it without learning about your company. Make your visitors come into your booth to get the giveaways so you have a chance to speak with them. The main purpose of your booth is to attract buyers, and this should be central to any decision you make with regard to your booth display.

It’s also important that your marketing message is simple and direct. Don’t overload visitors with too much information. Exhibit panels should be visually appealing and should communicate your message clearly and effectively. Do not include more than a line or two of text. Use images and large-type headlines to convey your message. Similarly, don’t confuse visitors with multiple pitches. Define your message and stick with it. You can expand upon your message once you’ve connected with your target.