Tracey Moore's father used to run a trade show service company, so when she founded Exhibit Studio 10 years ago he began to pass down his hard-learned wisdom. One lesson that stuck with her was to treat every customer with the same level of respect, whether they're spending $500 or $50,000. That's come in handy as Exhibit Studio, which began as more of a boutique company, came to sell trade show booths whose price tags ran from one extreme to the other - from little more than a table and banner to gigantic, interactive $100,000 exhibits. Just as they both deserve the same respect, they both serve the same function, too. "Trade shows give you the face-to-face, and they allow you to develop the relationship potential that a lot of other mediums just don't," Moore says. "You've got five seconds, maybe seven seconds, to get someone's attention, and if there's a row of 20 booths, you need people to see who you are and what you're doing, otherwise they'll just keep on walking by."

With that goal in mind, here are some more tips for making the most of your next trade show.... continue reading