Ever been to a trade show and couldn't find your own booth?
It's easy to get lost in the visual glut at a trade show. When we walk the floor of a trade show (looking for new business) we ask ourselves the following questions:
- Who are they?
- What are they selling?
- Is their presentation compelling?
If you've ever exhibited at a trade show and people came up to you and asked what you do, you've failed to reach people at the most basic level - we call it the scan level. When you read a newspaper you scan the headlines looking for a story that interests you. 
When you find an interesting story you typically read the opening paragraph - this is the second level of involvement we call the read level. If the opening paragraph is compelling enough, you read the rest of the story - this is the study level. People at trade shows are no different. They scan your exhibit to see if you are interesting - if they can't tell who you are or why you're there, they'll keep on walking - and you've failed to reach this important group of people. Most scanners are business owners and decision-makers who don't have time to read or study your offering. However, if it's compelling enough, they will send someone to research your company and to see if you have what they want.
