First, since she has come some distance to see a number of specific exhibits, chances are she is looking for a familiar name or logo. Don't disappoint. Display your logo prominently near top of display. That way it will be as visible as possible above heads of people standing in front.

The same goes for your "primary product message". Try to boil your product or service down into one or two words that you can focus on. This could be a product logo, especially if it is well known and easily identifiable. But it could also be a two or three word phrase — much like "keywords" used in web pages. If you can't think of anything creative, then just take your primary product and stick an adjective in front of it (or a short phrase behind it) that gives it some "zing"...like this...

Hair Cuts with Class Superior Training Services Hand-Crafted Gifts PopUp Displays with Impact

The objective is to keep it near top of your display, on one, or at most, two lines, where it will get maximum exposure.

So that takes care of top 1/3 or so of your display. The rest should be devoted to enhancing or illustrating "primary product message". Forget about using lots of copy to actually tell people about your product. If show is successful, you will spend most of your time blocking view of your display, and prospects won't be able to see it anyway.

That means you should find one or two large striking images and integrate them into a colorful background. The best designs often use just one large image. In our design section we offer some suggestions and show you some possible layouts.

The important thing to remember is that people are not going to walk up to your display and start reading information on it. That is why a "graphic" approach is much more realistic than an informational approach. If you are considering sticking a bunch of information-intensive graphics on your display because you think that will give you more communication bang for your buck, forget it. It won't. The situation, environment, and motivation are just not right for this to happen. You PopUp is a very specific kind of "bilboard", and it should be treated that way.

When copying or reproducing this article, or parts of this article, please give appropriate credits to Richard Hendershot, www.tradeshow-display-experts.com

This opens up many possibilities for marketers, designers, trade show exhibitors, retailers, special speakers, and event planners. Vinyl banners have several distinct advantages over almost any other advertising medium.

First, they are FLEXIBLE, and very durable. That means you can carry your backdrop to an open house, trade show, or outdoor event. Just hang it over a table, or from readily available hanging hardware. Or if it is an outdoor event like a golf or slo-pitch tournament, attach it to side of a building or an outfield fence. When event is over, just take it down, roll it up, and you're ready for next event.

Second, they are CHEAP. If you find right supplier (www.tradeshow-display-experts.com) you can produce a banner for much less than any other suitable alternative.

Third, they are BIG. An image can be stretched across several segments, and these can be stitched together. A banner does not have to be long an skinny. It can just as easily be big and square. There is virtually no limit to size you can produce a vinyl banner.

Finally, they are EASY. Anybody with a little bit of graphic design experience can design a banner. And even if you have NO experience, best online sources of vinyl banners (www.tradeshow-display-experts.com) provide you with instructions and design templates to make process extremely simple.

The next time you want to make a big, bold statement for very little money, consider doing it with a vinyl banner.

When copying or reproducing this article, or parts of this article, please give appropriate credits to Richard Hendershot, www.tradeshow-display-experts.com