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DisadvantageAttendees tend to comeand go quickly. Oncethey take in the mainmessage, they leave.AdvantageEnhances memorabilityof one big message. Allgraphics must supportthis main message.DisadvantageTraffic tends to clog uparound the central focus,which may prevent newcomersfrom venturing in.AdvantageAttendees quickly andeasily flow into the centerof the booth and aroundthe main focal point.The CenterpieceOne message or product is featured — and everything else isdiminished or excluded. The manner in which it is featuredvaries considerably from large pedestal displays to huge graphicmurals. However, everything in the booth is directed towards onefocal point. Smaller elements might be graphics or kiosks,or arange of functional components such as a presentation area,storage room, conference area, etc.Key Considerations: This works best whenexhibitors have one dominant reason for goingto a show. It’s all about the powerful statement.Because of this characteristic, the central focusmust be worthy of spotlight. You can’t feignimportance. And next year, if you’ve got twomessages or products to showcase, you’llprobably need a new booth.COPYRIGHT EXHIBITOR MAGAZINEEXHIBITOR REPRINT— 6 OF 6 10 —