Ah, the tabletop. The underdog of the trade show circuit. Although many may think that the smaller the exhibit, the less ROI, they are mistaken. Your tabletop display can be just as effective as an exhibit 10 times its size - if you know the right way to work it. Following are the Top Ten Tips for Tabletops (say that 5 times fast) from the January issue of Exhibitor Magazine.

1. Select one main image—Make sure your graphics convey who you are and what you at a glance. A bigger, simpler image is better. Stay away from busy designs.

2. Limit your text, aim high—Keep your text from about 6-10 words in length and place it in the top 2 feet of your display.

3. Select proper fonts—Skip the artsy fonts, make sure your font color is easy to read on the background, and make the font big enough. Basically make it legible.

4. Try different positions—Consider moving your tabletop from the back of your space up to the forefront. Bring it closer to your prospective customers.

5. Cut the clutter—It’s already a small space, don’t make it worse by including things you don’t need. Take out chairs, desks, and other furniture.

6. Light it up—If you want people to see your display, you must light it. It’s recommended to use two 100 or 200-watt bulbs, or use a tabletop with a bubble, backlit panel.

7. Train your staff—Since you have such a small space, your staff is really where most of your focus should go. Make sure they are well-versed in your company’s mission as well as all things trade show. The best number of staffers is two, but not in the booth at the same time.

8. Promote—Just because you have a smaller display doesn’t mean you should cut out your pre-, at-, and post-show promotions. You need to let people know who you are and where you’ll be.

9. Create an illusion—Get a table skirt that is the same color as the majority of your display. This gives the illusion of having a full-height 10×10 exhibit.

10. Consider add-ons—While you should always try to keep it simple, there are a few add-ons that may be useful. Think about getting a header, a portable DVD player for presentations, or small uncluttered product shelves.

Just because you have a smaller space doesn’t mean you can’t compete with the big dogs.

Although it’s not polite to brag - sometimes even we have to toot our own horn. Skyline has just come out with an outstanding new product called the Exalt Banner Stand. It boasts a unique curved, retractable design. With the simple flick of levers, Exalt converts from linear to curved. Three units can be connected together for an effective 10′ display. It can be designed for use as a full banner stand that converts to a linear tabletop display. Exalt’s Graphic Exchange System allows you to update or change your graphic to target specific audiences without investing in new hardware.

Some of the coolest features of this banner stand are that it packs up small and sets up easy. One banner stand unit packs neatly in a lightweight, protective carrying case for easy transport. A complete unit with soft-sided case weighs about 10 lbs. (4.5 kg). Its support pole sections are shockcorded for easy assembly and the graphic panel is housed within the banner stand base. Simply extend the spring-loaded graphic and connect to the support pole.

Check out our website for even more information on the new Exalt banner stand.

I have been working in this industry for over 25 years and have learned that it is ever changing. If you aren’t able to change with it there is a good chance that you won’t survive. Obviously our bread-and-butter is in the sale and rental of exhibits to be used within the trade show venue, but there are many ancillary ways our products can be used to create new revenue streams.

We have recently branched out into Retail Marketing Kiosks for venues such as shopping malls, airports and grocery stores. This new market has been a real learning experience for us and we foresee a promising future. In order to succeed in this arena you have to change your marketing objectives as well as your profit margins. Planning is crucial. If your infrastructure isn’t in place, stay out of this area completely because you will learn a valuable lesson in finance. It is important to use the cliché “think outside the box,” but be cautious - for there may be a learning experience in the “school of hard knocks”.