In the seven seconds that it takes for a visitor to stroll past your stand they have to know who you are, what you do, and at least one good reason for using you or your product.

• Hotels and show venues will apply a hefty mark-up to modestly priced items like bottled water. Buy your own; you could even apply a stick-on label with your logo and address. If you're going to need a lot, pre-order a stock of ready-labelled bottles from one of the many promotional gifts companies. And when the word gets around, thirsty (and thrifty) visitors will prefer your water to the show's.
• If you're organising a lunch or dinner party at the show, look out for someone else doing the same thing at the same venue. You may be able to save on your menu by ordering the same meals. Work with the chef to take advantage of bulk prices where applicable and practical.
• Purchase items from the show caterers by the dozen rather than individually to get the best price. You'll be able to use them up eventually.
• Rent a water cooler for the stand - it's an acceptable and inexpensive drink, and welcome at any time.
• Smaller plates will discourage gluttony. And if you really want a cheapskate buffet, place staff members behind each food table - people take less and come back less often when they're being watched.
  

Freedom of movement is fundamental to good stand design, so remove all physical barriers. Don't place a table at the front of a small shell-scheme booth - put it at the back or along the side, and always have an open entry. If you have a simple stand with one table, consider whether you need a full-length; you'll get more people on to the stand and a better flow of traffic if you have a smaller one, or maybe just an island design. Funky layouts look cool and may win design prizes, but nothing beats the basic U shape for functionality and visitor confidence.