Attending a trade show this year? Smart move. This industry is surging past pre-pandemic revenue levels — it’s expected to hit $17.5 billion by 2028! — and both exhibitors and attendees are flocking to get in on the action.  

Networking, face-to-face connections, product visibility and buzz; there’s nothing like a trade show to make it all happen. But many exhibitors don’t take full advantage of their presence. It’s not just about sitting in your booth and waiting for people walking past to approach. Below are five overlooked opportunities at trade shows that you’ll want to make sure to put on your show to-do list: 

Walk the floor yourself. Get out of your booth periodically and canvass the show to see what others have to offer. Observe trends in innovation, packaging and most of all, what your competitors are doing. Attend a few workshops and seminars on the latest research insights (especially if your own organization doesn’t have access to it). Mingle and network! Meeting people and making connections is what it’s all about! 

Make your booth stand out. Get noticed! If you’re new to trade shows, you won’t believe the kind of high-tech impression some exhibitors make. Here are a few ways you can stand out without turning your booth into an Orlando theme park: 

• A social ticker of new followers running at the top of the booth 

• A flat-screen TV tuned to a big game so die-hards can check the scores.  

• A bank of wireless chargers so people can charge their phones at your booth (and stay awhile to chat) 

• Killer swag — especially tote bags because we all collect merch. Other hot items include lip balm, corkscrews or bottle openers, water bottles, coffee mugs.  

The idea is to create buzz about your booth and make it a magnet for people walking the floor.  

Invite people in! It sounds obvious, right? But you would be surprised by how many exhibitors sit and chat amongst themselves, ignoring the throngs walking by their booth. Engage! Say hello! The power of an invitation really works. Point out your giveaways, ask them about their show experience, or where they are from.  

Treat everyone as a prospect. Show floors are filled with service vendors; don’t discount them. This is your opportunity to network! Chances are service vendors are familiar with the broker you are hoping to hire, have previously worked with your target retailer, or have access to valuable intelligence about the industry. 

Secure PR for your company at the show. Use the press services offered by the show, stop a journalist walking by your booth, or better yet, work ahead of time to arrange media interviews. That is where we can help. At Wilks Group, we’re experts in trade show marketing and PR. We can facilitate introductions with media and help you drive engagement on social media or secure a coveted panel spot or podium opportunity.  

Let’s connect, talk about your industry, and how trade shows fit into your marketing strategy. Contact us today at hello@wilksgrp.com, 312-815-5505 or fill out a contact form here. Or, reach out to schedule a conversation! 👉 Calendly