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The #1 Mistake I See At Your Booth

  • Writer: Chris Lam
    Chris Lam
  • Jun 16
  • 2 min read

Signage


This past weekend was Anime Expo in LA. In the decades of marketing and near-decade of nonprofit events, signage is an issue. Still. If we're looking at pop-up markets, maker events, trade shows, conferences, and so on... too many small business booths look like a little worse for wear.


If I walk by your table and can't figure out what you do, who you're for, or why I should care in 3 seconds - you’ve lost me.


What’s wild is I see amazing, talented small business owners show up at expos, street fairs, and conventions with:


  • One sad 8.5 x 11” Word doc in a plastic frame

  • A half-folded banner that reads “YOUR LOGO HERE”

  • A QR code…


You paid for that table and booth space. You lugged all your products. You dressed the part.


But your signage? Nope. No one teaches this. And to be honest, some of y’all are trying to do everything with $50 and vibes.


If people can’t understand what you do in three seconds, they won’t stop. That flashing light or loud ass music will only help you so much.


What I Would Change

Every small business pop-up should come with a 10-minute signage audit:


  1. Can I read your name from 6 feet away? (This is ironic since I'm far-sighted and can't see words in front of my face.)

  2. Do I know what you sell?

  3. Do I feel something when I look at your booth? Are you giving me the "Ooh" reaction?


You get two seconds, a crowded walkway, a glance or eyes avoiding eye contact, and someone looking for the bathroom.


What is something you can do this month to help your signage out?


Resources


I'm only talking about signage here. (Let's save the product dump and chaos of your products on the table for later.)


Think of good signage as saying more with less. Clear words, bold visual, strong message. Bold visuals.

 
 
 

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