The number one method of ensuring your booth is remembered is size. The bigger the booth the greater the chance that the attendee will remember it. Having said that being the biggest in the show is not always a smart move. Some organizations find the extra space cost prohibitive while others find that additional space does nothing towards moving them closer to meeting their exhibiting objectives. The question then is how can an exhibitor create “memorability” without increasing costs?

One technique is to be the “best in the show.” Organizers sometimes present booth award designating booths as winner in various classes.

This a relatively new idea for Brazilian exhibitors but in North America, best booth awards have been around for some time. Initiatives like the Feira & Cia Estan Design Award is one giant leap in the right direction.

What are the benefits of winning?

• It says to the business world, “I am really serious about attracting business.”

• It provides a glamorous addition to your company literature and web-site.

• Staff can work in the booth with a new sense of pride.

• It is a media magnet. Everyone wants to write about exceptional achievements

• Exhibitors stand out from their competition.

• Having the award or mention of it at the show provides walk-by interest.

• Winning creates a buzz in the industry that is priceless.

  So, the question remains how do you achieve all this without stretching the budget. Simple, instead of spending more money on additional space, spend time being more creative.  Creatively goes a long way. The first step is to set a clear measurable objective for your booth.

  Invite your entire staff to a brainstorming meeting where you solicit ideas that will help make your exhibit stand out. The trick to brainstorming is to leave the editing of ideas to another meeting. Get your staff thinking and record all ideas. Even if something comes up that is totally impractical - don’t edit. Editing at this point puts a damper on the brainstorming process.

  Then leave the discussion for a few days and invite everyone back and ask for any additional ideas.  Often when given a bit of time new ideas will develop.

  The third part of the exercise is now to edit. Examine all ideas closely and see what you can glean from each. By leaving them for a few days and editing them later the process becomes more objective. Now you will see ideas emerging. Maybe you can incorporate bits and pieces from various ideas and come up with a great approach.  Once you have brought the list of ideas down to a manageable number, invite your team back for one more session. This time you need suggestions on how to implement these ideas in a cost effective manner.

  Most corporations have a wealth of talent within their organization that remains untapped. Don’t overlook it. Get everyone involved early and throughout the process and put your best foot forward.