The most incredible, cutting-edge, innovative product or service in the world is not going to generate revenue without a valiant marketing effort. Attending trade shows is a smart initiative for getting exposure for your company ? but if you are not paying close attention to the details of your trade show display, you are missing an opportunity to leverage your company above the competition.

Your basic trade show display creates a backdrop for you to meet new prospects and hopefully lay the foundation for a lucrative relationship with them in the present and the future. When a trade show guest stops by your exhibit, you are offering a snapshot of what your company is about ? these people are basically dropping by a portable office. And if you want to project a strong sense of professionalism, you don't want to go cheap and have a barebones display. If you want to keep a prospect in your trade show booth for more than a couple of seconds, you must be able to quickly establish trust ? and what better way to do that than create a space where they are comfortable, and saturate them with your brand?

If you don't go above and beyond for your customers in your daily business practices ? from the personable and helpful voice that greets prospect calls over the phone to following up with the customer after the sale ? your company will be passed over for a competitor that does.

And at a trade show, where the competition is only a glance away, the same principle applies. Here are some tools to help make your trade show display attract attention, and wow customers when they get to your space.