Communicating who you are and what you do through your graphics and messaging is so important. The absence of any messages at all leave a visitor walking by to wonder, “Who are they?” “What do they do?” Your visitors should be able to tell in 3 seconds or less who you are and what you have to offer. Those that add a question or tagline that again represents your company’s mission or vision are effective ways to stop traffic and begin a conversation. Remember, it’s important for your company name to be prominently displayed towards the top or your back wall so it’s easy to find and see. Focus messaging on short benefit statements. Don't use too many messages—that’s what your great sales reps working the booth are for.