The Canadian Tire Dealer Retreaders is an example of a vertical buyer show. A trade show booth is an expression of the firm and, as such, the design should quickly convey the image of the firm. Studies show that firms exhibiting at trade shows have approximately seven seconds to capture the interest of those passing by. Unless the product that is eye-catching or large, convey the image and message of the product with large, bold, colorful graphics. Do not put chairs in the booth.
Chairs make for inattentive employees and prospects.
Your objective should not be to provide an oasis for show patrons who are tired and need a quick rest. Hold more intimate, time consuming conferences in another location. Allow enough room in the booth so people can come into your booth and look at your products. If possible, allow people to handle products. If a demonstration is needed, make sure the booth is large enough to allow a sufficient number of people space so they have a clear view.