To attend an industry convention, you should prepare months ahead of time. Prime real estate space on the convention floor needs to be booked, as well as accommodations, flights, and preparations made. However, after you book your booth space, the next thing you must do is invest in custom booth design. Your booth can be compared to a handshake and introduction when you meet someone. You have one chance to make a stellar, memorable impression, to make people stop in their tracks, turn around, and engage in your booth. While you could DIY your convention booth design, odds are, you won't have a killer booth. Conventions have the power to boost your brand, form collaborative relationships with others, gain sales, and garner media attention. But to do that, you have to make people take notice amongst the hundreds of other booths. This usually takes a trained and professional eye to do so.