Be prepared. Have a marketing strategy for before, during and after the event. Think of your trade show display and the show as just one piece in a three-part promotional process. Being successful with trade show displays isn’t just about setting up a table and some brochures, but demands a plan for how you will be marketing your company at all times.
A good example of this is Twitter. Just 140 characters to get your message across. This forces a short succinct soundbite. Don’t give them all the detail – most people are overwhelmed with information every day. Use bullets and bold to provide easy to read content that can be scanned online.