Most important is the fittings and equipment you use to fit out your stall. Be creative, use colour, be unique as it is like dressing a shopfront. You need to show your individuality on the way you sell your product or service and it will show to your clients.
There are many clever ways to use the limited space that you have but use it to your advantage.
Some fantastic stalls have dressed the legs of the tents, used banners, flags, table fronts, walls for the popups to give them the best exposure they can get . Also upwards is cheaper then outwards
and always remember the devil is in the detail.
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