After lugging a man-sized banner across North America in a ski bag (true story!), I’ve learned a thing or two about trade shows. Let’s get real – 80% of exhibitors use less than 5% of their budget on pre-marketing, and having tchotchkes on your table isn’t a strategy. The only reason you’re at a trade show is to get sales meetings. Period. Everything else is just expensive window dressing. And here’s the kicker – 82% of companies that actually do pre-show marketing see a 32% increase in sales. Those aren’t numbers to ignore, folks!

Choosing the Right Shows (And Avoiding the Dead Ones)

Here’s some tough love: No show is better than the wrong show. At least 70% of attendees should be your actual buyers or influencers. And let me tell you something I learned the hard way – important people gather in small rooms, not giant convention centers. Before you commit, check last year’s attendance, talk to previous exhibitors, and monitor the social buzz. I’ve spent countless hours standing in dead shows because I didn’t do my homework. Don’t make my expensive mistakes.

The Booth Strategy Revolution

Listen up – your booth isn’t a lounge for tired attendees to take a nap. I had a client who wanted to create a “relaxation space” and I nearly lost my mind! Your booth is a sales conversation hub. Here’s what’s working now: pre-scheduled appointments during the show, on-site demos, quick assessments, and strategic giveaways (not those cheap pens that stop working before the show ends). And for heaven’s sake, think billboard with your signage, not novel. One of my clients who owned a background check company, transformed her show ROI after 7 years of 0 new clients by switching from a wordy banner to a striking image with one powerful message: “Do you even know who you’re hiring?”

The Follow-Up Secret Weapon

Here’s the shocking truth – only 15% follow up on trade show leads. But I’m going to let you in on my secret weapon: don’t wait for follow-up. Book appointments right there at the show. Have a signup sheet with times and dates, get into their calendar immediately. Run your own executive roundtable or cocktail party during the show. Give out coffee in the morning (yes, even if there’s a Starbucks next door – trust me on this).

Get creative, be bold, and most importantly, be strategic. Remember, trade shows are a massive investment – it’s time to start treating them that way!

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast on YouTube or connect with me on LinkedIn –and let’s talk.