One element that is very critical in exhibition is visual merchandising. It is the look of the the total booth in accordance with the product and service branding assigned by the company.
As I have said, budget is never an issue in creating a stimulating and WOW visual merchandise that will magnetize the buyers and sellers to go inside your booth.
What is lacking in financial resources can be remedied by being creative and innovative.
In my experience, SMEs are guilty of just placing their products and services in the booth without much thinking. But there are also times that I rejoice because some have used their creativity to WOW the visitors of the exhibition, although this breed is very rare.