“I was speaking to a conference sponsor recently, and he was stating his concern over lack of attendee interest. After asking him what the problem was, he stated that even though he had paid for sponsorship, few people were coming to his booth. I could understand his concern, but pointed out that logo placement on a banner and a simple booth with brochures just wouldn’t be enough to engage the audience. The problem is, as I discovered, many companies are bound to brand guidelines dictating exactly how a trade show booth should look, what it should say, how you should dress, what you should distribute, etc. And as a result, all booths look virtually identical. If you want to stand out as a brand, doesn’t your booth have to stand out too?
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