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6 Great ways to get the best out of your B2B trade show

B2B Expos best practices


Trade shows can be a great way to increase brand awareness, connect with potential customers, and launch new products. However, it’s important to have a plan and make sure you’re attending the right show in order to maximize your return on investment. To do this, you should define your goals, ensure that your target audience will be at the show, and choose a location that works for you. You should also have a clear, concise message and create a strong visual presence with cohesive graphics and materials. In addition, it’s important to prepare your team and have a plan for follow-up after the show. By following these best practices, you can ensure that your next trade show is a success.


1. Clear Goals

When planning to attend a trade show, it’s important to define clear goals for your team. These might include generating conversations with ideal prospects, making a visible splash to introduce your brand, or connecting with media partners. In order to ensure that your goals are met, it’s essential to choose the right show. This means considering factors such as the presence of your target audience, the location, and the timing. By selecting a show that aligns with your goals and that you are prepared for, you can increase your chances of success.

2. Choose the right show

To ensure that you’re booking the right trade show for your business, it’s important to consider a few key factors. First, make sure that your target audience will be in attendance. You can research the demographics and past attendance of the show to get a better idea of who will be there. Next, consider the location of the show and whether it will be convenient for meetings with current clients or prospects. It’s also important to make sure that the timing of the show works for your team and that you have the time to properly prepare and present yourself. If you cannot do so, it’s better to pass on the opportunity and focus on the next one.

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Intriguing items create a focal attraction point for your stand

3. Choose the right message

To create the right message at a trade show, it’s important to speak to your prospective customers in terms that make sense to them. Avoid using jargon or acronyms, and focus on delivering a simple, clear message. You can also use social media as a part of your strategy, engaging with customers before, during, and after the show. This can be done through custom hashtags or by reaching out to attendees directly. Social media is also a useful tool for post-show communication, as attendees are likely to be scrolling through their feeds to see if they were mentioned online. Make sure that your message is a part of this post-show activity to continue building awareness and engagement.

4. Strong Visual Presence

 To create a strong visual presence at a trade show, it’s important to design a booth that will grab attention and stand out among the many others at the event. This might involve using bold graphics and cohesive materials, and positioning important messaging at the top of the exhibit where it is more likely to be seen. Having a coordinated team and using techniques like video loops can also help to engage attendees and tell your story, even when there is a rush of traffic and you’re unable to speak to everyone directly. By creating a strong visual presence, you can make a good impression and effectively communicate your message at the trade show.

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5. Giveaways

To get the most value from promotional items at a trade show, it’s important to be selective and choose items that are relevant to your brand and message. Consider developing a theme that ties these items together and provides a clever, logical reminder of your brand. You should also aim to choose items that are useful or helpful to attendees, rather than simply collecting cheap items that are unlikely to be used. By being selective with your promo items, you can ensure that you are not wasting money and are effectively promoting your brand at the trade show.

6. Follow up after the show

After a trade show has ended, it’s important to follow up with your team and review your performance. This might involve discussing the traffic at your booth, the effectiveness of your message, and the level of engagement with attendees. You should also assess whether you met your goals for lead generation and add any new contacts to your customer relationship management system. Sharing the results of the show with your sales team within a few days of the event closing will help to ensure that you are able to connect with potential customers and make the most of the opportunity.

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