Organisations sometimes underestimate the importance of exhibition stands, particularly the custom booth design and modular booth design. If you have attended a few trade shows in the past, you may have come across the booth with just a table, a few business cards and some giveaway pens. The company representative usually sits alone throughout the event, without interacting with anyone, neither the visitors nor any other booth staff.
Why do you think this happens? Firstly, for a visitor to even discover the organisation's name, they have to walk up to the booth and look at the pens and cards. To find out what the company does, they have to speak to the booth staff. Only after a long conversation, the visitor may finally discover that the business offers something of no interest to them.
In this scenario, the visitor wasted time in collecting information about products or services that were irrelevant for him. The business representative wasted time speaking to the customer who was not a good fit for his company and could have utilised his time better by speaking to someone who could actually be interested in what the company had to offer, with the potential of becoming a future client. If you do not want your company to be that invisible table, use custom exhibition stands, such as retractable banner stands to communicate basic information about your company to all visitors.