How to Stand Out at a Trade Show, Event, or Conference

Attending trade shows, conferences, and events is a powerful marketing tool for many brands. These events provide a unique opportunity to increase brand recognition, engage with potential customers, and network with industry professionals.

However, with numerous brands competing for attention, it’s important to make a lasting first impression and stand out from the competition.

Here are twenty-one tips to excel at your next event, focusing on standing out from the crowd.

1. Research the Event Thoroughly

Arguably the most important factor in standing out at an event doesn’t occur on the day of the event itself, but rather in the days, weeks, and months leading up to the event. To be successful, it’s important to take the time necessary to plan out your event. Every decision, from which marketing materials you’re bringing to the event to which team members are attending, can affect your success. Here’s how to plan for success. 

Learning About the Event

The first step to planning for your event is to learn about the event. It’s not enough just to book a booth at the event. Contact the event coordinator to learn what marketing materials are and are not allowed. Ask questions, including: 

• How many people they’re expecting at the event
• The size and location of your table
• How much extra space your brand can use outside of your table, if any
• What materials, if any, are provided by the event’s hosts
• What rules do they have about marketing materials your brand may or may not use
• For outdoor events, what’s the contingency plan if it rains or snows

In addition to speaking to the event coordinator, it’s a good idea to do independent research into the event. If you’re attending an annual event like a fair or festival, look for any pictures of the event from previous years.

This can give you an idea of how other brands use the provided space and market themselves. Reviews of the event may also give you an idea of how attendants feel about the event and any pitfalls they may have come across. This can help you determine ways your brand can stick out and meet the needs of people at the event.

For example, reviews from previous years complaining that the event was hot may encourage your brand to bring bottles of water to hand out. 

2. Set SMART Goals

Goal setting is a critical component in planning for an event. Having goals gives you a tangible way to measure your success at the end of your event and make goals for improvement in the next year.

Setting SMART Goals - goals that are Specific, Measurable, Achievable, Realistic, and Timely - can help you focus and make decisions based on what’s important to your brand.

For example, if your brand’s SMART Goals emphasize getting new leads for your email lists, then you know that you need to bring an email signup list and writing utensils.

If, on the other hand, your goal is to show that your brand cares about the community, you may choose to forego an email sign-up list in lieu of free handouts for community members.

Goals could include:

• Collecting new leads
• Increasing brand awareness
• Showcasing new products
• Engaging with the community

3. Invest in Quality Marketing Materials

Once you have information about your event and have defined what you need for your brand to feel successful, you can begin making decisions and purchasing any necessary marketing materials.

For most events, especially trade shows and conferences, high quality table covers are a necessity. While table covers are occasionally provided by the event location, your brand is typically responsible for supplying your own table cover. Branded trade show table covers are a great way to increase brand recognition and catch peoples’ eyes. 

For outdoor events, branded tents provide shelter from the elements while also attracting customers from much greater distances. At festivals or fairs, the right event tent can help customers find your brand if they’re searching for you while also increasing brand recognition for customers who haven’t heard of you.

Inflatable arches can also be great for outdoor events, especially sporting events and festivals. Giant inflatables can help you stand out against your competitors, solidifying your image as a fun, modern brand. 

Once you have your basic marketing materials purchased, you can begin to consider things like merchandise to hand out, flyers or pamphlets, sign up sheets, business cards, product samples, and other items you can hand to customers who come to your table.

The organizing and planning phase is also a great time to consider whether you have the budget to create an experience for your customers, which can be wildly successful when done correctly. 

4. Design an Eye-Catching Booth

The first thing you need to do on the day of your event is set up your display. Regardless of whether you need to set up a whole display with giant inflatables or if you just need to spread a tablecloth over your table, you want to be sure to give yourself plenty of time to set up your display.

Rushing at the last minute while people are beginning to arrive at the event can make your brand look unprofessional and leave you feeling flustered. 

When setting up your display, be sure that any branded marketing materials are unobstructed so that you get the most out of your branding. Organize any hand-outs in a logical way, considering the natural flow of traffic and the best way for people to engage with your station.

Most importantly, be flexible.

Occasionally, an event coordinator may give you the wrong table dimensions for your area or there may not be a plug available when you were told there would be. By arriving early and staying calm, you can navigate these unexpected events and still put together an attractive display. 

5. Train Your Booth Staff

Your staff's interactions with attendees are key. Proper training can significantly enhance your booth's impact. Ensure your team:

• Equipped with an Elevator Pitch: Prepare a concise, compelling summary of what your brand does and its benefits. For example: “We provide software solutions that streamline operations, saving you time and money.”
• Skilled in Asking Questions: Train staff to engage visitors with open-ended questions to understand their needs:
  • “What challenges are you currently facing?”
  • “What features are you looking for?”
• Able to Tailor Conversations: Teach your team to listen actively and tailor their responses based on visitors’ needs. For example, if efficiency is a concern, they could say, “Our software automates tasks to save your team hours each week.”
• Energetic and Positive: Maintain high energy and a positive attitude by:
  • Scheduling regular breaks.
  • Providing healthy snacks and water.
  • Using motivational reminders to keep morale high.
• Practiced in Role-Playing: Conduct brief role-playing exercises to prepare staff for various scenarios and questions.

6. Create an Inviting Atmosphere

You need to have your booth staffed with amicable and friendly staff that will encourage your customers to interact and help to attract more visitors to your trade show booth.

In the majority of trade shows it is extremely helpful for your booth staff to actively engage the people that are passing your trade show booth. It also helps to find a professional staff that you can train before the actual event.

7. A CREATIVE – AND TARGETED – THEME

Mindbody, Inc. provides managers/owners in the health and wellness industry with software to efficiently manage their small businesses. I’ve never been to one, but I can only imagine the types of lively, hands-on displays you see at a health and wellness industry trade show!

Mindbody Inc. crunched the numbers and realized they had a problem standing out and engaging visitors. But how to do that when you’re selling something more abstract that doesn’t really visualize well? They decided to design their display around a theme that spoke to their target audience: the orange.

What’s the takeaway?

Choosing a theme to brighten up your booth design is smart, but it’s critical to know your audience. Mindbody chose a theme that appeals to their health-conscious demographic; you should choose a theme that matches your audience and their interests, even if it’s in a slightly abstract way. Mindbody doesn’t sell oranges, but their product helps promote wellness by assisting wellness business owners.

8. Set Up Early and Stay Organized

Arrive early to set up your booth. Ensure all branded materials are clearly visible and organized logically. Be flexible and prepared to adapt if unexpected issues arise. Key setup tips:

• Allow plenty of time to avoid rushing
• Make sure branded materials are unobstructed
• Be ready for unexpected issues like incorrect table dimensions

9. Impression Them in Person

This is the meat and potatoes of your trade show experience. Event-goers don’t come to trade shows to walk around and look at the nice displays – they come to talk with potential contacts, partners, suppliers, and customers. Your visuals will get you noticed, but then it’s time to get down to business.

Don’t memorize one speech or pitch – ask questions and tailor your conversation to fit the industry, interests, pain points, and specialties of the people you’re talking to. You’ll also want to have your “elevator pitch” down perfectly. An elevator pitch is a super-succinct summary of what you do, why you do it, and how you do it better, short enough to deliver before the proverbial elevator reaches the right floor.

If a potential customer comes up to your table and says, “So what do you do?” you don’t want to hem and haw, or loosely describe your business day-to-day. They want to know the general outline in a few words – and then you can ask questions and get down to the details of how you can help them.

10. Utilize Free Giveaways to Promote Your Brand

You can increase the traffic that you get from your booth by providing free giveaways to those that stop by when they provide their contact information. You should ensure that anything you trade show giveaway has your logo or brand name front and center, along with your contact information printed on them. This will help you to get the biggest benefit from your brand advertisement.

You need to make sure that you stay within in the budget that you have established for the trade show when you are determining what you are going to give away. Some great ideas, which are also affordable, to giveaway at your trade show booth include notepads, pens, popcorn, water bottles and candies.

However, if you have a larger giveaway budget, you may want to choose a higher quality items such as tote bags, t-shirts and calculators. You can determine the budget for this part of the trade show by determining the type of attendee that you are expecting at the event.

11. Know Your Brand and Audience

Just as important as knowing your audience, you must also choose a theme that fits with your brand in style and practicality. A great theme speaks to what you actually do, whether literally (your products or function) or metaphorically. Check out this traffic themed display below – it illustrates what the business can help visitors with in a familiar, eye-catching way.

This doesn’t mean they’re selling road signs – it’s about how they can help customers navigate through those issues in a business setting. But it’s also fun and impossible to miss, which is key!

12. Wow with Your Visuals

How you look isn’t the most important thing at an event or trade show, but it can often be the factor that determines whether you get a chance to actually speak to and engage with a potential lead.

If your trade show booth or event tent is shabby and boring, you’re just not likely to get a lot of people stopping by. And that would be a shame, since you probably have a great pitch all ready to go!

Don’t blow out your budget, but invest in key elements that will make your space look professional and eye-catching. We’d suggest large structural elements like a back drop wall or custom drapes, or even customized carpeting or trade show flooring.

These will define your space and your brand from a distance. A table with a good-looking table cover will also create a natural space for dialogue, showing visitors where they should come to engage with you and find out more.

13. Provide Entertainment for Engagement

Consider incorporating trade show games to attract visitors and keep them engaged. Here are a few popular options:

• Wheel of Fortune: Set up a “wheel of fortune” at your booth, offering visitors a chance to win prizes. These wheels can be rented inexpensively, so there’s no need to purchase one outright. You can also run a raffle for everyone who leaves their business card.

• Caricaturist: Hire a caricaturist to draw visitors’ caricatures. While they wait in line, you have the opportunity to interact with them about your services and products. Ensure you ask them to leave behind their business cards.

By using trade show games and engaging activities, you can create a fun and memorable experience that draws more visitors to your booth.

14. Follow Up After the Event

Once the event is over, assess your performance based on the SMART goals you set. Send personalized follow-up emails to thank attendees for visiting your booth and provide additional information about your products or services. Post-event actions include:

• Evaluating your event performance
• Following up with new contacts
• Planning improvements for future events

15. Analyze and Learn from Each Event

After each event, re-examine the goals you set to determine whether you met them. Analyze what worked and what didn’t, and make notes for future improvements. This continuous improvement cycle will help you get better results from each event you attend.

16. Use Technology to Engage Visitors

Incorporate technology to make your booth more interactive and memorable. Consider:

• Digital Displays and Touchscreens: Showcase videos, product demos, or interactive content.
• Augmented Reality (AR) and Virtual Reality (VR): Create immersive experiences for visitors.
• Beacon Technology: Use beacons to send targeted messages and offers to visitors' smartphones as they approach or enter your booth.
• Charging Stations: Offer charging stations for mobile devices, which can also feature your branding and promotional content.

17. Leverage Social Media Engagement

Extend your reach through social media before, during, and after the event. Effective social media engagement can amplify your presence and attract more visitors to your booth. Here’s how to do it:

Pre-Event Hype

Build excitement and awareness about your participation well before the event starts:

• Announcements: Use all your social media platforms to announce your participation. Share your booth number, event details, and what attendees can expect.
• Teasers: Tease special activities, product launches, or giveaways. For example, post a countdown with sneak peeks of what visitors will see or experience at your booth.
• Engage Followers: Run contests or polls related to the event to engage your audience. For instance, you could ask followers what they’d like to see or win at your booth.
• Event Hashtags: Use the official event hashtag and create a unique hashtag for your booth activities to increase visibility and encourage user-generated content.

Live Updates

Keep the momentum going by sharing live updates during the event:

• Live Streaming: Use platforms like Facebook Live, Instagram Live, or LinkedIn Live to broadcast live demos, interviews, or booth activities. This can attract both attendees and remote followers.
• Real-Time Posts: Share photos, videos, and updates in real-time. Highlight key moments, such as guest appearances, product demos, or winners of your booth contests.
• Engage with Attendees: Encourage visitors to check in at your booth on social media, use your event hashtag, and share their experiences. Offer incentives for social shares, such as entry into a special raffle.

Post-Event Follow-Up

Keep the conversation going and maximize the impact of your participation after the event:

• Thank You Posts: Publicly thank everyone who visited your booth. Share highlights and memorable moments from the event.
• Recap Content: Post a detailed recap of the event, including photos, videos, and key takeaways. Highlight any new product launches or major announcements.
• Follow-Up Campaigns: Use the leads and contacts you gathered during the event to start follow-up campaigns. Share a series of targeted posts or emails with more information, special offers, or exclusive content.
• User-Generated Content: Share content created by attendees who visited your booth. This could include photos, videos, and testimonials. Encourage them to tag your brand and use your event hashtag.

18. Host Mini-Workshops or Demonstrations

Offering valuable content at your booth through mini-workshops or live demonstrations can significantly enhance visitor engagement and position your brand as an industry leader. Here’s how to make the most of these opportunities:

Live Demonstrations

Showcasing your product in real-time can attract attention and provide a hands-on experience for attendees:

• Interactive Demos: Encourage visitors to interact with your product. For example, if you’re showcasing software, let attendees try it out on a tablet or computer.
• Scheduled Sessions: Announce specific times for live demonstrations throughout the day. This can help draw a crowd and ensure you have an audience for each session.
• Problem-Solving Focus: Tailor your demonstrations to address common industry problems and show how your product offers a solution. This approach can make your product’s benefits more relatable and compelling.
• Q&A Sessions: Follow your demonstration with a Q&A session. This provides an opportunity to address any questions and engage more deeply with interested attendees.

Mini-Workshops

Hosting short, informative sessions on relevant industry topics can establish your booth as a hub of valuable knowledge:

• Educational Content: Choose topics that are of high interest to your target audience. These could include industry trends, best practices, or new innovations.
• Expert Speakers: If possible, bring in industry experts or thought leaders to lead the workshops. Their presence can add credibility and draw larger crowds.
• Hands-On Activities: Incorporate interactive elements into your workshops. For example, if you sell crafting supplies, a mini-workshop could involve a quick craft project that attendees can complete and take home.
• Workshops Schedule: Post a schedule of your mini-workshops prominently at your booth and share it on social media before and during the event. This helps attendees plan their visit to your booth.

19. Network and Collaborate

Maximize networking opportunities at trade shows by fostering connections with other exhibitors and attendees.

Collaborate with Other Exhibitors

Partnering with complementary brands can provide mutual benefits and increase your reach:

• Joint Promotions: Coordinate with non-competing exhibitors to offer joint promotions or bundle deals. For example, if you sell software and another exhibitor sells hardware, you could offer a discount for purchasing both together.
• Shared Events: Host a joint event or activity, such as a workshop or a demo session, that draws visitors to both booths.
• Cross-Promotion: Promote each other’s booths on social media and through email campaigns. Mention your collaboration in your pre-event marketing materials to build anticipation.

Attend Networking Events

Engage in the social and networking activities organized around the trade show:

• Industry Receptions: Attend industry receptions, dinners, and mixers where you can meet other professionals in a more relaxed setting.
• Workshops and Seminars: Participate in workshops and seminars related to your industry. These sessions not only provide valuable knowledge but also opportunities to network with other attendees.
• Networking Apps: Use event-specific networking apps and platforms to connect with other attendees. These tools often allow you to schedule meetings and chat with potential partners or clients before and during the event.

Create Your Own Networking Opportunities

Take the initiative to organize your own networking activities:

• Booth Events: Host small events or meetups at your booth, such as a breakfast meeting or an evening cocktail hour.
• Invite Key Contacts: Personally invite key contacts and potential partners to your booth or any events you are hosting. This personalized approach can lead to more meaningful connections.

Engage with Influencers and Media

Build relationships with industry influencers and media representatives:

• Media Outreach: Reach out to industry journalists and bloggers before the event. Invite them to visit your booth and cover your products or services.
• Influencer Partnerships: Collaborate with industry influencers to promote your presence at the trade show. Influencers can attract their followers to your booth and amplify your brand message.

20. Collect Feedback

Gathering insights from your booth visitors is crucial for improving future trade show strategies. Here’s how to effectively collect and use feedback:

Feedback Forms

Use quick feedback forms to gather direct insights:

• Digital Surveys: Set up tablets or QR codes linking to online surveys.
• Paper Forms: Provide simple paper feedback forms asking questions like:
  • “What did you find most interesting about our booth?”
  • “How could we improve our presentation or offerings?”
  • “Would you like to receive more information about our products/services?”
• Incentives: Offer small incentives, such as entry into a prize draw, to encourage participation.

Observations

Pay attention to visitor behavior and interactions:

• Note Visitor Attractions: Observe which parts of your booth or activities draw the most attention.
• Record Questions and Comments: Track common questions or comments from visitors to identify areas needing more information or adjustment.
• Staff Debriefings: Hold a debriefing session with your booth staff to discuss their observations and recurring themes.

Interactive Feedback Methods

Engage visitors with interactive feedback methods:

• Live Polls: Use live polling tools during presentations or workshops to gather instant feedback.
• Suggestion Box: Provide a suggestion box for visitors to drop in their ideas or comments.

Analyzing Feedback

Analyze feedback to make informed decisions:

• Identify Trends: Look for common themes or trends in the feedback.
• Evaluate Success: Assess which booth elements were most successful based on feedback.
• Implement Changes: Use the feedback to make improvements for future events.

Follow-Up

Show visitors their feedback is valued:

• Thank You Messages: Send thank you emails to visitors who provided feedback, explaining how their input will be used.
• Share Improvements: Highlight changes or improvements made based on past feedback at future events.

By effectively collecting and utilizing feedback, you can continuously improve your trade show presence and better meet the needs and expectations of your audience.

21. Create a Memorable Experience

Design an experience that leaves a lasting impression on your visitors. Consider these ideas to make your booth stand out:

Interactive Product Trials

Allow visitors to try your product on the spot:

• Hands-On Demos: Set up stations where attendees can interact with your product. For example, if you offer software, provide tablets or computers for live trials.
• Guided Trials: Have staff available to guide visitors through the product features and answer questions during the trial.

Photo Opportunities

Set up a fun photo booth with props related to your brand:

• Branded Backdrops: Create a backdrop with your logo and brand colors for visitors to take photos in front of.
• Props and Costumes: Provide themed props and costumes that relate to your brand or product for a fun photo opportunity.
• Social Sharing: Encourage visitors to share their photos on social media using a specific hashtag to increase your brand’s visibility.

Storytelling Sessions

Share the story behind your brand or product in an engaging way:

• Live Storytelling: Schedule times for live storytelling sessions where you share your brand’s history, mission, and values.
• Customer Stories: Highlight testimonials or success stories from your customers to show the real-world impact of your product.
• Multimedia Presentations: Use videos, slideshows, or interactive displays to visually tell your brand’s story.

By creating a memorable experience, you can make a lasting impression on your visitors and differentiate your booth from the competition.