Don't Make This Massive Lighting Mistake! Trade Show Booth Tips

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Don't miss these important trade show booth tips!

What's the single biggest mistake most companies make in trade show booth design?

Poor lighting.

It can make your company look like a defunct business in the middle of a thriving shopping district.

On the Industrial Growth Institute Podcast I talk with experts in both high level (M&A, board governance, strategy) and detailed tactical topics.

Should the executive team of a middle-market industrial manufacturer sweat every single tactical detail and decision? Of course not.

But they need to know enough about them to ask the right questions. That's true of independent board directors guiding the CEO, and of a company president reviewing the trade show plan with a VP of Sales and Marketing.

After all, most industrial companies allocate the majority of their marketing budget to trade shows, often spending 2-3% of revenue on shows. That's material.

But what gets reviewed in advance? Booth location and floor plan. Maybe the customer entertainment plan.

Here are some other questions to ask: "Please show me"
- the competitive research topics and assignments
- your established targets for pre-scheduled meetings at the show
- the editorial calendar and content creation plan for company SMEs, customers and prospects (including video, audio, and social)
- the show promotion plan
- dashboards that have been built to track lead follow up, pipeline generation and revenue
- success KPIs and justification for the show investment
- timeline, framework and expectations for lead follow up (including criteria for reassignment)
- key customer problems we solve, and outcomes we deliver, and the training plan to have the booth staff comfortable and conversant in those topics
- schedule for daily AARs (after action reviews) and show AAR

and many more.

Here's one we've all probably forgotten - and it's one that exhibit expert Chris Dunn says may be the biggest unforced error in booth design.

Lighting.

Do you want your booth to look like the failing business he describes in this clip?

Chris is at @pmmiorg Pack Expo today (Sun 3 Nov) if you're there and want to connect with him.

Not at the show, but want to learn more? You'll find a link to our full conversation below.

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We explore the essential role of lighting in booth design and how poor lighting can negatively impact your display. Discover simple yet effective fixes to enhance visibility and create an inviting atmosphere for potential customers. Don’t let your booth go unnoticed! #BoothDesign #LightingTips #EventMarketing #DisplaySuccess #TradeShowTips #VisualImpact #ExhibitDesign #BusinessSuccess #MarketingStrategy #CustomerAttraction