Furniture and Floor Covering

Seating, surface display areas, writing space, and storage must be pro­vided to encourage activity between exhibitors and audience. They should be an integral part of the design, incorporating the same style, tone, and colors.

An ugly floor can dull the effect of an otherwise impressive booth. When selecting the paint or fabric covering for the booth walls and fur­niture, obtain a carpet remnant in a compatible color. It will not only enhance the beauty of the display, it also can improve the acoustics, add a feeling of prestige, and make the job of staffing the booth less of a strain on the legs.

Audiovisual Equipment

Recorded sound can enhance a display, as long as it does not compete with a neighboring booth. If a booming public-address system is used, unhappy inhabitants of neighboring exhibits may complain—or else in­crease their own volume. If you incorporate sound in a slide-tape, film-and-tape, or video presentation, the visual image will tend to draw the audience in closer, so that sound can be heard at a reasonable volume. Hoods and panels keep sound under control.

If you use film loops or video, you may also need to plan for a hood, panel, or canopy to shield the back-projection screen from overhead lights and spotlights in neighboring displays. If you plan to make ex­tensive use of audio-visual materials, check in advance with show coor­dinators to make sure there are adequate electrical outlets and sufficient power.

Maintaining the Display

Effective display design goes for naught if you fail to staff and maintain the exhibit properly. Two persons should be on duty in an active booth, and more may be needed if sales, recruitment, or complex demonstra­tions are taking place. Uniform dress, such as blazers with pins or identification badges, should distinguish attendants. Consumption of food, drinks, or tobacco—unless you are providing it for your clients as well—should be forbidden.

A policy on who shall receive printed materials, samples, and pre­miums should be established in advance

A display is not an end in itself; it is a way of opening a line of com­munication with prospective clients. Have a plan for taking names of interested visitors. Put them on a mailing list and assure them that they will receive follow-up materials shortly after visiting your exhibit.

There always will be unforeseen situations that call for repairing or altering an exhibit. So it’ll be better if you have more than just one of everything you need.

Here is a minimal first aid kit for displays:

• Yardstick or tape measure.

• A selection of tapes—heavy-duty strapping tapes for structural repairs, cellophane tape for mending signs, extra plastic tape for the carpet.

• A small can of compressed air, available at photo-supply stores, for blowing dust particles from signs and samples without streaking them, and for cleaning A/V equipment.

• Felt-tip pens in various colors, and blank signboards, for the creation of instant signs to cope with audience behaviors you didn't anticipate. ("Please do not handle the diamond stylus" . . . "Available in several colors" . . . "Attendant will return in ten minutes.")

• Business cards, pens, letterheads, envelopes, stamps, and all the other things in the top drawer of your desk back at the office.

• Coins for pay telephones, a list of suppliers of anything your display might need if it runs out, and phone numbers of per­sons in your organization who can be called upon to answer the questions you didn't know people were going to ask.

• String, rope, or wire. Electrical extension cords. Extra bulbs or lamps for every lighting and audio-visual device. Batteries and fuses for A/V equipment. Dustrag, whisk broom, and spray air freshener. A bottle of water, aspirin, and cups.