Trade shows are unlike any other type of event. For exhibit managers, there's a ton to know, to-do lists are a mile long, and it's easy for your attention to get pulled in many directions. But you're not the only one whose attention is being pulled. Attendees are in the same situation. They're trying to see exhibits, attend sessions, and do their job, and you're competing for a slice of their time. This has been true since trade shows were medieval fairs, but there are aspects of the industry that shift every year, so it's important to keep up with the times and always be on your toes. Here are 10 of my favorite pieces of wisdom you should keep in mind when you're working on your next trade show exhibit:

1. Choose your shows wisely. When assessing a show, look at the prospectus for attendee numbers and demographics. Decide whether the target market that you're trying to reach is going to be there and consider whether your solutions meet those customers' needs. If the attendee population isn't part of your current target market or you aren't ready to provide a solution for that target market, that expo might not be for you. And remember that when you do select a show, show management may offer you some discounts on a larger booth space. Bear in mind that you'll need to fill that larger space. Whatever discount they offer could quickly get eaten by shipping and building costs.

2. Clarify your messaging. Your company might be well known, but your message might be new. So it's vital to nail the all-important message of who you are and what attendees need to know about you. Remember that your target audience has tons of information coming at them from many directions, so your goal should be to set yourself apart. Focus on what you want them to walk away remembering about their experience with you. For example, is there a new product feature your customers don't know about? Is there something that sets your brand apart from the competition? Recently I was at a food show and someone told me that his spices are “made to order.” At first glance, his spices looked like everyone else's, but with additional information, I understood his unique selling proposition. If you create a solid message that's memorable and impactful, you can place it prominently on your backwall or kiosk or inside of your video presentation. That way it'll be the first thing people see.

3. Do not underestimate the importance of lead retrieval and lead collection. Your sales team is working hard to staff the booth and when they get back to their desk with a pile of emails, it's easy to move on to the next thing. But your leads are both your return on investment (ROI) and your return on objective (ROO), either helping you to generate sales or create customer awareness. Lead retrieval systems, whether through the show or a third party, are the bread and butter of your show. The QR codes set up on attendee badges are loaded with goodies like information about their company, their contact information, the size of their business, and the number of locations they have. Rather than trying to organize business cards or writing down notes that later need to be transcribed, lead retrieval systems do all of this for you. All you have to do is follow up.

And that's the key because your lead capture system is only as good as your follow-up. Be sure to reach out to the people you've met, send them the materials they've asked for, set up follow-up meetings with them, and add them to your CRM.



4. Never miss your discount deadlines. If you've been reading my column for the last 10-plus years, you'll know that this isn't a new lesson, but it's one that's close to my heart. My company makes it a point to meet our clients' early discount deadlines because this is literal money in their pocket. These deadlines are generally set by the general services contractor (GSC) and typically hit somewhere between 21 and 30 days before the event. The same applies to the building suppliers such as the Georgia World Congress Center or Orange County Convention Center, in places where the venue supplies electrical, plumbing, rigging, and/or cleaning services. If you save 20 to 30 percent on show services, you'll either be able to go to more shows or use that additional money from your budget to do cool in-booth activities. And if you can't use that money for something else, well, you've proven yourself an educated exhibit manager and have measurable proof that you provide value to your company.

5. Don't miss out on marketing opportunities. There are multiple ways to market your company at a trade show, such as digital opportunities, signage, networking events, and speaking engagements. While the majority of shows charge for these types of add-ons, there might be scenarios where they make sense for your team. This is especially true if your company has a subject matter expert who can generate interest in a trend that is relevant to your company. By getting involved in the programs surrounding the expo, you'll have additional exposure and people will see your brand in multiple places, thus increasing the chances that they remember you.

6. Less is (often) more. When it comes to displaying product in a small space, make sure your space is visually appealing. In a 10-by-10 booth space, for example, you'll likely have 6 or 8 feet of table space or some shelving on the back of your space. You can't put everything on display, so focus on what the attendees at that show will be most interested in. For example, if you offer medical supplies for many industries, but you're at an optometry show, don't feature your dental supplies. Clear, informative signage is important, as is a product layout that allows people to easily differentiate between products.

7. Build the experience. Gone are the days where you just put together a booth and hoped people stopped by. Now attendees expect immersive, interactive brand experiences that help them build emotional connections to your brand. Activations give people opportunities to engage with your product or service, thus creating memories that they'll take home with them. These don't need to be complicated, just impactful. I was recently at a show in New Orleans where an exhibitor set up a station for people to take pictures with New Orleans-themed flowers, boas, and décor. Not only did I stop and take a photo, but I remember exactly what they were selling. None of this was rocket science, yet people were walking away with both a smile and a memory.

8. Take sustainability into account. Historically, the trade show industry has been the second largest waste generating industry out there. And while some of the waste is inevitable, we as an industry do not want to be the worst offenders. It's important that we are leaders in the sustainability movement to protect the future of our earth and our industry.

Seek ways to use more reusable substrates and create less waste after each show. Consider using monitors with changing content rather than printing new graphics for each show. Can you house your exhibit components on two sides of the country to reduce fuel cost? And let's talk about promo items, because sustainability isn't just about reusing items, but also about bringing less with you that could end up in the trash can. If you bring promotional items, do you take your extras home with you or leave them for the convention center to dispose of? Will those stress balls really make it into an attendee's suitcase and onto their desk? And does the literature you hand out end up in the hotel trash can? Recent statistics say that 85 percent of it does.



9. Don't miss the AI train. I've come to accept that we need to keep learning and integrating new tools. Artificial intelligence (AI) is here and it's essential for trade show managers to become well versed in the new technology that's out there. While I believe that it's important that we continue to use our own brains and rely on human teams to create new ideas and programs, sourcing a little support from ChatGPT doesn't hurt. Asking an AI tool for ideas can help get you over the hump from getting started by giving you some ideas that you can further refine on your own. Other AI tools will help automate your processes and integrate your applications so that they work better together. And for obvious reasons, the better integrated your systems are, the better experience your customers have.

10. Integrate lighting and bright, engaging content. LED lightbulbs are brighter and more attention grabbing than ever and TVs are lighter and less costly than they were years ago. You don't want to be the dark space in a sea of bright lights on the show floor. Stem lights and impressively bright backlit displays are everywhere. Tons of systems have built-in lighting available for a much smaller financial commitment than we had 10 years ago. Plus, you can also bring in your own nifty lighting that you've sourced online to add creativity to your space and differentiate you from other exhibitors on the show floor.

There are so many outside-the-box, audacious, bold ideas out there that can help separate you from the crowd, which means there's truly never been a better time to exhibit. But trade shows and events reward events professionals who prepare, so remember that if you want to rise above, plan smart, message clearly, and follow through. And put these 10 lessons in a prominent place near your desk, because they could make the difference between blending in and getting all the attention you deserve in 2026. E