Planning on taking your company to a high-profile exhibition? Before you go, have a look at these 7 essential tips for how to best show off your company at a trade show or exhibition:

  1. Know which trade shows are best suited for your company.
    Regardless of your industry, there is simply no way that you are going to be able to attend every trade show or exhibition that remotely relates to your industry. Instead, it is critical that you research the best exhibitions to attend, ensuring that you place your product or service in front of people who are legitimately interested in taking advantage of it.
  2. Learn more about the various types of displays available.
    When you are shopping around for trade show exhibits, you will probably find that there are more types and sizes of displays than you originally anticipated. The style and size that you choose will depend on your budget – as well as how much space you have to work with (more on that in the next point). Here are a few examples of display types just to give you an idea:
  • Table-top exhibits
  • Truss systems
  • Custom-built displays
  • Tension-fabric tradeshow displays
  1. Know the specifications of your exhibition space.
    It is essential that you take the time to confirm exactly how much space you have at the exhibition in order to make sure that you are able to create the best display with the space and budget available to you.
  2. Create captivating marketing messages.
    Setting up an exhibition space is not a ‘build it and they will come’ situation. You have to put a lot of thought into both the graphic elements of your exhibit as well as the marketing messages that you write over them. This is why it is so important to work with exhibition specialists like those found at Doing so ensures that the displays you end up with are going to as effective at luring passers-by in as possible.
  3. Invest in enhancements.
    Another one of the benefits of hiring a team of specialists is the fact that doing so affords you access to a variety of extra tools and add-ons. They will be able to advise you regarding special booth enhancements – ranging from special lighting to extra fixtures – all of which are going to give you that much more of a competitive edge when exhibition day rolls around.
  4. Learn what motivates your target market.
    No two target demographics are exactly the same, and there is absolutely no replacement for knowing who it is that you plan on attracting on the day of the exhibition. Do they respond to discounts, allusions to luxury or something else entirely? The key is knowing what makes them move so you can provide that incentive on the day of the exhibition.
  5. Know what you expect from your target demographic.
    As important as knowing what motivates your target customers is knowing what exactly you expect from them on the day of the exhibition. Are you planning on closing sales, or would it be enough to sign people up for follow-up consultations? Likewise, maybe your main priority is to capture contact information for future correspondence.


It’s a wise move to reach out to the professionals for guidance along the way. Doing so ensures that the exhibition you put on is highly effective.