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The Two Major Keys to Trade Show Success

Although there are many important things to consider when planning a trade show, working with a tight budget or with restricted time can majorly limit your potential for success. We recommend starting your plan months before the exhibition date, but if you are running out of time, or have limited resources, here are the two most important things to focus on in order to have a successful show:


Displays are a major part of trade show exhibits as their main purposes are to catch the eye of show guests and invite them into your booth to learn more about your product or service. Since a first impression is made within the first three to six seconds, it is important to have quality imagery with text that clearly conveys to the public who you are and what your company does. Take a look at our Trade Show Displays for some ideas on how to make your booth stand out. Things to consider when planning your display:

  • Graphics should be large and attention grabbing, enticing guests to learn more about your product or service.

  • Graphics should be high resolution files with the ability to scale large and maintain overall quality.

  • Think about the stopping power of your exhibit. What would make your target audience stop and approach a booth? Is that conveyed through your display?

  • Text should be large, simple and easy to read. Come up with a catchy slogan that quickly conveys how your company provides value.

  • Restrict copy to bullet points. No sentences or paragraphs. (If they wanted to read a book they go to a library)


Do not overlook the importance of your staff. The staff manning your exhibit are now the “faces” of the company. How they dress, behave, and perform all reflect back on your business whether it be positive or negative. Managers need to set clear expectations of their staff and must be able to properly communicate responsibilities and expectations to the team. If managers are not knowledgeable about successful trade show etiquette, then it will be exemplified through the team performance.

Things to consider when training staff:

  • Make sure staff thoroughly understands their objectives/goals.

  • Be clear about your prospecting process. What do you want sales staff to say? How do you want them to approach guests? Are they looking to close sales? Or are they looking to capture large amounts of leads? These are all questions that should be outlined in your plan.

  • Ensure staff members are professionally dressed in well-fitted attire.

  • Body language is KEY. Teach your staff about the importance of body language and how it can affect the overall performance of the company.

  • Arrive rested. Nobody is inclined to start up a conversation with someone who is constantly yawning or who looks drained of energy. A good night’s sleep will ensure high energy levels and the ability to perform at a professional standard.

  • Shifts are important to maintain staff energy levels throughout the entire show. Shifts should be no longer than three hours at a time.

  • No garlic the day before or day of the show. Bad breathe is a major turn off. Have a pack of mints on hand for after break times.

Whether you’re finalizing your plan early and on schedule, or scrambling last minute to make sure all the moving parts are in place for your next trade show exhibit, be sure to utilize these tips in order to maximize your success.

If this article was helpful, be sure to like and share this post, or let us know in the comments what YOU think are the two most important aspects of a successful tradeshow!

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