Trade show consultants and experts cite a statistic ... "The most important thing in booth design in a small booth – or any booth really – is the signage," Stevens says.

According to Trade Show Advisor, exhibitors have just 3 seconds ... suggesting ways to design a booth to attract customers. Some even will meet with exhibitors to discuss exhibitor company ...

Equally important, the IBM experts staffing the test booths were trained ... The big idea: A design-thinking approach helped IBM reimagine its trade show experience as a conversation, rather ...