How To Make Your Business Shine At A Trade Show


Dec. 4 2017, Published 3:00 a.m. ET

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In business, we all have that one time to shine, and that time is usually at a business expo. This is where you start to build contacts, make a name for yourself, and show off exactly what you can do. So if your business is completely unknown, a tradeshow can be the prime opportunity to get yourself some useful contacts and put your company in the consciousness of the public. How can we make our business sizzle at these trade shows?

Image Is Everything

You need to make your business as attractive as possible to potential customers and clients, and this means dressing up your booth as attractively as possible. So, think about the trade show displays other companies are using, can you assimilate some of their ideas into a booth that stands out? Making your business eye-catching and worthy of exploring can be done by a few simple methods, but it’s all about putting these methods together to truly make something eye-popping!


It can be possible to get people interested on the day of the show, but you are better off publicizing your attendance by sending out emails, or advertising it on your website, or via social media. You need to attract people to your booth so you may want to think about offering free gifts, or holding a contest, or drawing a prize, but also be sure to let the attendees know where your booth will be.

Plan And Prepare

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As well as making your booth as eye-catching as possible, it’s important to do the appropriate legwork to find out the types of businesses that are attending, but also think about what your goals are. What do you want out of your attendance at this trade show? Is it more custom, more clients, or a combination of the two? Or is it something simpler? Look at the types of trade shows that are in line with what your business does. So, you can research specific trade shows based on the number of people who attend on average, the amount of businesses that exhibit in specific trade shows, but also more detailed results, such as demographics. In researching, you can always approach other businesses that have been there in the past, this gives you a better idea of how to prepare overall.

Being Ready For The Day

Undertaking the necessary preparation is all well and good, but it could fall apart on the day. So, think about your objectives on the day, and communicate these to your booth staff members. If you have a handful of objectives, that’s fine, but make sure that you prioritize them. So, if one isn’t achievable, your staff can move on to the next task, meaning that there is no downtime, and at your workers are constantly on the go. This also means that your staff members do need sufficient time to have a break, so think about this in relation to your amount of staff, can one have a break while two others are still working the floor, and so on.

A trade show is where your business could potentially go from nothing to being a major player, but it’s worth nothing that you undertake the necessary preparations.

[Editor’s note: This is a partnership post.]

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