You're getting ready for your next conference and you're reviewing all of the items that make up your tradeshow presence: the display, signage, lighting, staff and giveaways.

Your expectations are running high. You've got your checklist and you're feeling good about how your booth will look and the thousands of visitors you're expecting to see. However, if you want to make this tradeshow live up to your imagination, here are five don'ts you need to avoid:

1. Don't properly care for your tradeshow display package.

When you put together your tradeshow display, is everything in good shape? Is the booth display clean and free of damage? Is the signage updated? Are all of the parts in working order?

Unfortunately, what often happens is that everyone is so tired at the end of the prior tradeshow that they just toss things in boxes without regard to their condition. Then, when it's time to set up your booth display, it looks like it's been ravaged by moths or run over by a herd of buffalo. The message you send is that you're too cheap to replace it or too ignorant to know that you should. Either way, your potential buyers are likely to be turned off.

If you want to keep everything looking brand new, there are some things you should consider. For instance, laminating your graphics can make them last longer. Clean them with a light spray of window cleaner. And, take the time to carefully disassemble your booth and repack it in the proper shipping container before sending it elsewhere.

2. Don't create engaging signage.

Signage is a big part of any display; however, there are some definite rules about how to make it the most effective. Since tradeshow attendees are typically walking the aisles glancing here and there, you need to catch their attention fast. Here are five tips on how to make your signage work:

• Limit each sign to no more than 10 good-sized, important, eye-catching words that are clear and easy to read.
• Make your message direct and to the point.
• Avoid being overly creative with your fonts and graphics; think "KISS": Keep It Simple, Silly.
• If you use graphics, make them high-resolution and appropriate to your message.
• Post your signage up high where it can be seen from a distance and isn't blocked by your staff or attendees.

3. Don't light your booth area sufficiently.

The difference between a tradeshow booth that has the right lighting and one that doesn't is very apparent. One will stand out; the other will fade into the background.

There are lots of choices when it comes to lighting - from the simple clamp-on or track lighting to color-changing or standard fluorescents. Knowing where to place lights in order for attendees to see your graphics is important. When you purchase your booth display, keep in mind your lighting options and what the conference center where you'll be exhibiting allows.

4. Don't train your booth staff.

The effectiveness of your tradeshow experience will be closely tied into the effectiveness of your booth staff. Their presence tells attendees all they need to know about your company culture and customer service.

If you want to make sure your participation is a success, make sure your booth staff is properly trained to greet and engage guests, discuss or demonstrate your product or service, and answer questions. No sitting in the booth (looking bored) or playing on the laptop, unless it's for a demo.

5. Don't over-hype your booth.

As with most things, balance is important. Remember: The whole purpose of attending a tradeshow is to meet and qualify potential customers. Your goal should be to build your business.

That means if your tradeshow booth is all flash and no substance, you might enjoy a good time, but you might not make more sales. If you use too many expensive giveaways, live entertainment, and other marketing tools meant to drive foot traffic, you may find that visitors walk in, look around, and walk out.

Instead, stick to the basics: attractive booth and graphics, simple giveaways that tie to your company's product or culture, inviting booth attendants, and interesting graphics and literature. Bear in mind: It's about making sure people know your company and what it has to offer.