Trade Show 101: 3 Keys to a Great Experience


Trade Show 101: 3 Keys to a Great Experience


n the past few weeks, I’ve attended several trade events for our clients in healthcare and transportation industries. And though the content of each show was different, I couldn't help but notice that some companies are doing a better job than others.

Presenting your brand at a trade show is like inviting someone into your home. You want the space to be as welcoming as possible. Shows offer a rare chance to connect one-on-one with your potential customers and hopefully form a lasting impression.


But man, that’s a lot of pressure. I get it, I’ve been there. So, how do you make sure you’re putting your best foot (brand) forward?.

Well, the “secret sauce” for success will, of course, be different for everyone. But here are just a few questions I’ve come up with that you might want to ask yourself:.

1. Are you clearly defining your brand?
It might seem like an obvious question, but it’s a good one to ask. When you live and breathe your brand, it’s hard to resist the urge to tell everyone everything about what you do. But the person who isn’t familiar with your brand needs to see what you do expressed in its simplest form. And if that’s buried under bullet points, they’re just going to keep walking.


"Presenting your brand at a trade show is like inviting someone into your home"


2. Are you putting technology to work for you?
It’s all about those screens! Whether it’s a large flat screen or a small tablet, using technology for your trade show keeps the aesthetic simple while giving your visitors a chance to see what you’re all about in an interactive way

3. Are you looking your best?
Your team is part of your brand. If everyone is busy looking down at their phones or eating lunch, visitors won’t feel welcome to interact with you. Giving your team breaks ensures that they can step away, recharge, and come back fully engaged.

Of course, these are just some of the points you’ll need to cover. But it’s a start, the first step on your way to creating the best booth at the next trade show. It’s not easy, but it can be great exposure for your brand that you just won’t be able to get anywhere else. Best of luck out there!