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An industry trade show is as close to a hand to hand brawl as it gets in business. When you’re presenting, almost everyone there is either a potential customer or a competitor. Is your custom trade show booth designed for close combat?

What’s so special about a trade show that makes marketers and manufacturers plan their calendars around them? People are always shopping for what you have, but what better time to see the newest and best innovations than at a trade show. People come to these events ready to spend money. Huge orders are made at trade shows. Game changing distribution deals are initiated. Industry benchmarks are redefined. That’s why competitive trade show booth design is so important.

When you’re designing your exhibit, make sure you best and newest products and features are highlighted. Never think your prize pig from last year is going to win the same kind of attention this year — even if it still has the best ham around. A trade show is a great time to repackage, add new features, and redesign. Custom trade show booths need to show off the newness factor.

Unless you want your booth tenders poaching visitors from other exhibits and risking real brawls, your trade show booth design needs to draw visitors in. Flashy interactive features can do this, tempting giveaways can help, and engaging demos work well.

Be sure to walk around and see your competitors’ displays as well. This is your best opportunity to see what you’re up against and to get great ideas for next year. You might also learn how to out-sell them in the current show. The best marketers know a market is an ever changing thing and they need to think on their feet. There is nowhere this is truer than in the middle of a trade show.

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