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Writer's pictureTrevor Hart

Maximizing Your Impact at Trade Shows

Ninety-five percent of marketers say attending in-person events, such as trade shows, helps them achieve their business goals. With trade shows a reality again in the post-pandemic landscape, these events present a vital opportunity to get your product, service, or brand in front of familiar faces and new customers at the same time. There’s a lot to prepare for ahead of attending a trade show, such as researching the right event to attend, completing the registration process, aligning your travel dates, etc. 


More importantly, the key to making a splash at any trade show is ensuring you present a fully cohesive brand identity to all the potential customers you meet. Today, we’re providing actionable tips and strategies to maximize your impact at trade shows. 


Preparing For the Trade Show

  1. Research: Trade shows are specialized, industry-specific events that allow you to meet highly motivated professionals in a unique field. For marketers, demonstrating your expertise in that field is key to making a sale. Whatever product or service you are selling, you want to be sure to do your research and find a trade show that puts you in front of the right audience. 

  2. Setting Goals: Consider what you really want to accomplish at the event. If your goals include generating brand awareness and networking, you may want to register as an attendee so you can work the trade show floor. If your goal is to generate tangible leads and make sales, you may want to register as an exhibitor. This makes it clear you are eager to do business with attendees. 

  3. Budgeting: There are several costs associated with trade shows to consider. Registering as an attendee or exhibitor will come at a cost, as will travel, promotional materials, bringing your employees, and ensuring you have everything you need for success. 


Designing an Attractive, Branded Booth

This is where your brand becomes crucial. If you don’t have an established brand, or you feel your brand is a poor reflection of your business, consider consulting a branding team to secure promotional materials such as trifold brochures, retractable banners, and branded merchandise as well as a visual brand identity that can be applied to everything from stationery to tablecloth colors to business cards. 


As a full-service brand agency, our expertise lies in creating a visual identity that will perfectly convey your business and attract returning customers and new leads. If you are attending a trade show, you have enough to worry about–managing your team, networking with attendees and attending events. Let us take the stress of presenting your brand off your plate!





Here’s a few more tips to consider before your next trade show:

  1. Lead Capture: Make sure your staff is informed and comfortable with engaging potential customers to make the most out of bringing your team to a trade show. Consider personalized merch that will leave your customers with a strong impression of your brand. Alternatively, grab people’s attention with a fun giveaway which collects their information you can use for future marketing.

  2. Networking: Attending the seminars and social events associated with your trade show is key to meeting influential attendees. Likewise, be sure to drop by other booths during the event to get your face out there. Remember to have fun but keep it professional.

  3. Post-Show Follow-Up: At any trade show, you’re going to meet a lot of people. It will benefit you to keep careful track of each business card you collect, make notes of who you meet, and follow up with them after the trade show. You can send an email or LinkedIn message re-selling yourself or establishing a connection.




As we’ve discussed, trade shows are a great opportunity for high-impact, specialized sales, networking, and lead generation. If you are attending a trade show, you want to do what you can to maximize your impact. That’s why taking your booth to the next level with a cohesive, impactful brand identity is critical. 


88 West has expertise in brand development and creating marketing material for a variety of clients. If you are looking to boost your organization or company’s presence at your next trade show, visit our website or contact us today at amanda@88westagency.com or (662) 322-8921. We can’t wait to hear from you!

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