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Trade Show Exhibition Tips: Get the most out of your trade show experience

Deciding to exhibit at a trade show can cost your company a lot of money, resources and time. Strategically planning for this event can help you get the most out of your trade show experience, and hopefully get you the leads to grow your business.


Set clear goals for your trade show participation

What do you want to get out of it? How many attendees do you want to stop at your booth How many leads do you hope to generate? How many products do you want to sell? Are you focusing on promotion or hoping to launch a new product?

You can have more than one goal, of course, but the point is that you need to be clear about what your participation in the trade show is going to achieve. Determine what your ROI would be – if one new customer helps you justify you being at the event, then focus on getting that customer.

Do your research

You need to choose the trade shows that will give your business the best ROI in terms of your goals. If your goal is on-site sales, exhibiting at that big splashy trade show where your booth is among dozens that sell similar products may not be the best choice.

You want to choose a trade show that best targets the audience that you want to reach, and best suits your participation goals. Find out what the particular trade show's objectives are, and investigate and evaluate the show's audience.

Budget and book your space

Exhibitors Networking

Find out everything you can about your space, including:

  • Location on the trade show floor
  • Other exhibits nearby
  • Whether it's a high traffic or low traffic area
  • Physical conditions of the booth space, such as lighting

Plan your exhibit in terms of your audience

Who are you targeting with your trade show display? Sole practitioners? CEOs? Tax managers?

If you are targeting multiple audiences, make sure you have appropriate information to meet the needs of each.

Advertise in advance

Put the word out that you're participating in a particular trade show by inviting your clients, customers, suppliers, and other contacts to attend the show. Be sure you give them all the details, such as your booth number. Be sure to advertise your coming trade show attendance on your website as well.

You can also advertise in the conference program if one is available. Programs are handed out to attendees and provide them with conference information, such as session topics, times, and descriptions.

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