Tofa McCormick, MBA

Know your program/campaign objectives and understand what metrics are meaningful and will help guide you. Spend time developing your audience personas, which may address metric differences you're seeing across social media channels. Truly know and understand the social media channels methodologies they use to report metrics. Don't just focus on raw numbers but dig deeper and look at trends for insight into performance. Compare program/campaign performance metrics and the trends you've identified against the same social media platform instead of cross platform comparisons- unless you're able to normalize the methodologies of metric tracking (that's not to say raw performance data across platforms can't provide value).

The most effective org leaders that I've encountered: * have been innovators who inspire; * have been involved throughout the process as an equal colleague; * have been mentors to help colleagues along their career path; * are champions and celebrate everyone's wins; * are ordinary where they don't hold themselves above other * have been empathetic in understanding life and family take precedent; * have been subject matter experts who can troubleshoot and execute as needed; * have shown integrity in doing things the right way; * have been trusting with staff and other leaders to make decisions; * have been humble knowing they are not the experts in everything; * have been collaborators who know multiple voices and perspectives are needed; *

Design your booth as if you were the intended audience. If a company had 10 seconds to make an impression on a potential customer, would your display conveny the information needed for them to determine if you were getting a follow-up visit? Who are you? What do you offer? What do you solve for? How does your offering work? How are you different? Then be prepared with a 15 second narrative once someone has stopped that further intrigues and engages them while prompting them to ask questions.

Personally, I think this should always be part of the conversations but realize there are times when a 1x use booth display is required vs. using a display for 3 years to lower the cost per show. Enviornmental and ethical exhibit management decisions ties back to your company, your product, your persona, your audience, and to your allocated budgets and may be the differentiator between you and your competitors.

Think attention span. How many people will coem into your booth for an interactive device or to engage in a multimedia activity? More than wouldn't as long as it's designed well, innovative, and isn't a huge time committment. I'd also recommend that these elements should be designed to highlight your company, your product or service so while the activity might be interactive, the audience is learning about your offering.

The use of colors and textures in your booth should match your brand and that specific product - absolutely, but that doesn't mean you can't and shouldn't introduce new brand elements - especially if you're introducing a new product or feature that needs differentiating from your other products or competition. I also agree with what others have said about the use of lighting - use it appropriately.