Trade shows can be overwhelming. You set up your booth, and before you know it, a sea of people is rushing past you toward the competition, leaving your space eerily quiet. Don’t let this scenario become your trade show reality. There are many ways to stand out as a vendor at a trade show. One effective strategy is to turn to corporate swag for help. This article will cover everything you need to know to stand out at your next trade show so that you can attract attention to your booth instead of the one next to you.
One of the best ways to stand out at a trade show is to offer attendees unique, high-quality, branded, and useful swag. Giftpack specializes in creating custom company branded swag solutions to help you achieve your goals and stand out at your next trade show.
What Is A Vendor Booth?
A vendor booth is like your little storefront at a trade show, event, or marketplace. It's a dedicated space to showcase your products or services, meet potential customers, and make a lasting impression.
Think of it as your brand's mini-home for the duration of the event. You can set it up to tell people who you are with:
• Eye-catching displays
• Product samples
• All the branding elements
It's also where you can have those to keep your brand on people's minds even after they've left the event, such as:
• Critical face-to-face conversations
• Run demos
• Hand out information
The Historical Evolution of Vendor Booths
Vendor booths have a rich history, evolving from simple market stalls to sophisticated, technology-integrated spaces. Booths were basic setups in marketplaces, but today, they are dynamic spaces designed to attract and engage customers.
What Makes A Good Trade Show Stand?
Even with the most engaging booth, visitors won’t stay forever. That’s why it’s crucial to have grab-and-go information ready for them. Business cards, flyers, pamphlets, and swag with our branding are perfect for this.
These materials should be easy to pick up and take away, ensuring that your brand stays in mind even after attendees have moved on to other booths. The key is to make the information concise, visually appealing, and informative to resonate long after the event.
Interactive Components: Hold Visitors’ Attention with Engaging Booth Activities
Once you’ve caught attendees’ attention, the next step is to keep them engaged. Interactive components are key to holding their interest and making your booth memorable.
Whether it’s a hands-on product demo, a virtual reality experience, or a simple game, interactive elements encourage visitors to stay longer, interact with your brand, and create a deeper connection. These activities not only entertain but also educate, leaving attendees with a positive impression of your brand.
A Good Emcee: The Importance of a Charismatic Booth Host
Your booth’s emcee is like the heartbeat of your display. A dedicated and engaging emcee can make all the difference in drawing people in and sparking their interest.
This person should be:
• Charismatic
• Welcoming
• Knowledgeable
Able to captivate the crowd with their energy and keep them engaged. An emcee sets the tone for the entire experience, ensuring visitors feel intrigued and compelled to learn more about what you offer.
Product and Service Demos: Show Off Your Offerings
Demonstrations are essential to showcase a product or service. A well-executed demo allows attendees to see your offering in action, giving them a tangible understanding of its benefits.
• For products: a live demo where visitors can touch, try, and experience the product themselves can be incredibly impactful.
• For services: a video demo or live presentation can effectively communicate what you do and how it can help potential clients.
Demos highlight your product or service and build credibility and trust with your audience.
Good Branding: The Visual Identity of Your Trade Show Booth
Your booth’s branding is its identity at the trade show. Without strong branding, your booth risks blending in with the crowd. Effective branding includes clear signage with your logo, a consistent color scheme that reflects your brand, and visible brand names or slogans.
This visual identity helps attendees recognize your booth from afar and remember it after the event. Good branding ties everything together, making your booth a temporary display and a memorable brand representation.
Booth Location: Trade Show Strategy 101
This one may seem a bit too obvious, but it’s one that companies often get wrong. You’ll pay a premium for the better spots, but it’s worth it if you can generate more interest in your stand.
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How To Stand Out At A Trade Show With These 18 Best Practices
1. Build Hype in Advance
One of the biggest mistakes an organization can make before a trade show is not putting effort into building hype around its booth in advance. At an industry event with 400 vendors, the average attendee will visit 25-31 vendor booths. Without a pre-show strategy in place, your booth is a guaranteed flop.
Take the time to cultivate a multi-channel campaign to let your customers and prospects know where you’ll be and what to expect. We suggest starting this process three to four weeks out for optimal results.
• Be interactive: Use your outreach campaigns to get prospects involved before the trade show; for instance, let attendees vote on the swag you’ll be handing out.
• Build suspense: Create excitement with an email campaign that promises a special surprise for your booth visitors. Hint at a can’t-miss’ opportunity, but don’t offer too much information! The suspense is sure to motivate them to stop by showtime.
• Leverage social media: Social media can boost your pre-show campaigns. For amplified attention, incorporate any event-related hashtags into your copy, tag the host(s), and use captivating imagery, including high-quality photos and videos.
• Let attendees plan: Allow attendees to book an appointment with you beforehand. This will keep you organized, and attendees will feel more inclined to stop by your booth.
2. Invest In An Eye-Catching Booth Design
Investing in high-quality booth designs is one of the easiest ways to stand out in the exhibit hall. This can be pricey, but trust us, it’s well worth it. The trick here is to put money into a set-up your team can reuse repeatedly. Here are our suggestions for a booth design that’s sure to grab your prospect's eye:
• Keep your message simple: Exhibit halls are crowded with companies trying to convey their message. If your mission and value prop aren’t immediately apparent, your prospects will move on to the next booth.
• Choose a theme: This can be a tricky step for B2B event marketers due to the nature of the industry—i.e., it’s not always easy to find the fun in SaaS. It’s a vital component of trade show success. Think about your product or service, your value proposition, and what your organization needs to fulfill for your customers. Then, try to correlate that with a fun, unique theme.
• Get high-tech: Incorporating technology into a booth set-up can sound like a nightmare to some event marketers. After all, you can’t always rely on your equipment to work in a new environment.
Leveraging Video and Interactive Displays in Vendor Booths
Technology can take your booth to the next level when executed effectively. Video is an easy and effective way to do this. Set up monitors around your booth and play a demo of your product or service. It’s no secret that prospects like video content, and videos are often more effective than written material. Studies show viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Another simple but effective idea is to include a touch-screen monitor or tablet your prospects can use to browse through your product or services. This adds an engaging touch to your booth and gives your prospect an authentic feel for how your organization can help them.
3. Step Up Your Swag
This tactic isn’t new to the seasoned event marketer, but there is no denying the power of a good swag bag. People love free stuff, especially trade show attendees.
If you want your booth to stand out, be sure your swag resonates with your prospects. Get creative, and hand out a prize that’s more out of the box.
4. Create An Experience
Don’t just talk to your prospects, get them involved! One suggestion is to create a game for attendees to participate in. For optimal results, be sure your game ties into your pitch somehow.
ZoomInfo challenged trade show attendees at a recent event to see how their data stacked up. How? With giant Jenga, of course! This was not only fun for prospects but memorable and even informative.
Engaging Attendees with Interactive Scavenger Hunts
Another suggestion is to host a scavenger hunt. Collaborate with other organizations to create a checklist of actions an attendee must complete at each booth they visit. The actions can be as simple as asking questions or watching a short video.
Once completed, the booth’s team can check off the task, and attendees can go. To get your prospects on board, give out a great prize at the end! Remember, even though you’re only on the exhibit floor for a few hours, you want your prospects to walk away with a great impression of your company. Don’t get lost in the crowd.
5. Leverage Social Media To Your Advantage
Your team must stay active on social media throughout the event, not just before. Events garner much attention within the social sphere, and your brand can leverage this popularity with consistent, strategic participation.
Not only will your booth remain at the top of attendees' minds, but the added exposure can effectively expand your brand’s social reach. You must create and stick to a strategic social media plan. For optimal results, keep these best practices in mind:
• Stay in the spotlight: Use event hashtags in your tweet copy so attendees can easily find your content.
• Be candid: Share photos and videos that highlight what happens behind the scenes, such as what goes on during show prep, what happens while attendees are in sessions, or even which after-hours networking events you’re attending.
• Join the conversation: Share social content with other attendees and vendors; answer or ask questions, provide assistance, congratulate speakers, or just say hi.
• Be persistent: Consistently remind your attendees where they can find your booth.
• Boast booth highlights: Highlight any special components of your booth, like games, giveaways, or stand-out swag attendees can expect when they stop by your booth.
• Share the knowledge: Consider live-tweeting the more popular sessions. If done correctly, this strategy can even engage your followers who couldn’t attend the event.
6. Prioritize Follow-Up
We know your thoughts: How will a strategic follow-up process help make your booth stand out? After all, this is a step you take after the show’s over—but hear us out. Event marketers often put so much work into executing a live event that they forget to prioritize post-event activities.
According to one recent study, fewer than 70 percent of exhibitors have any formalized plan or process for how leads are followed up after the show (source). This is a huge missed opportunity! Take the time to prepare a strategic post-show process for following up with your new leads. Here are a few suggestions for a successful follow-up process:
• Ask to schedule a demo: If you can’t do it during the show, consider asking to demo your product or service for your prospect. Demos are an effective way to continue your conversation with a prospect after the event.
• Offer a free trial: Again, people love free things. Leverage this by offering your new leads a free trial or freemium version of your product or service.
• Provide valuable content: Not all new leads will be in the market for your product or service, but that doesn’t mean you can’t help them. Consider nurturing your new contact with valuable content. The key here is to avoid direct sales pitches and provide them with materials that resonate with their interests or needs. This strategy will keep your brand in mind until they’re ready to start the purchasing journey.
• Offer a special deal: To create a sense of urgency, give booth attendees a unique discount code or offer.
7. Tell A Compelling Story
People are more likely to engage with a brand that emotionally impacts them. Craft a narrative that will make people care about your brand and weave it through every aspect of your business.
Suppose you create a compelling, cohesive brand experience using everything from the aesthetics of your vendor booth to your promotional materials. In that case, your uniqueness will stand out, and visitors will be more likely to remember you.
8. Prepare Your Sales Dialogue
Practicing your sales dialogue before the event is essential no matter how long you have worked for the company. If you are completely in command of the facts and what you want visitors to know, you will make a better impression and be more likely to succeed.
You are probably very familiar with your product or service, but can you discuss it convincingly? If not, practice your sales dialogue until it feels natural when you approach people. It’s best not to try to force a sale. Instead, steer the conversation towards your product or service naturally.
9. Entertain The Attendees
Make your trade show booth somewhere people want to be. Bring your speakers, set up your phone, and play music if necessary. If you need a professional touch, hire an entertainer.
Consider the trade show attendees, what they want, and what they like. Trade shows are all about building relationships with customers and improving sales. The best way to do that is to create a fun, welcoming environment that draws event attendees in and makes them want to learn more about your business.
10. Organize A Contest
People love contests! Contests allow visitors to win a fantastic prize while allowing you to talk to potential customers and attract a larger audience that might not have come to your booth otherwise.
Contests are also a great way to collect participants’ contact information for follow-up and prospecting purposes. Great trade show contest ideas can make your vendor booth stand out!
11. Plan Live Presentations
Make your booth stand out by organizing live presentations or bringing in a special guest. Promote the show or guest using event communication tools, try to get it mentioned in the trade show schedule, or ask the organizer to announce it during one of the conferences.
This will encourage attendees to visit your booth. The more visibility you get, the better.
12. Include Interactive Activities
Event attendees will be more engaged if they are active participants rather than passive observers! Interactive product demonstrations and other activities, such as:
• Surveys and quizzes
• Games and trivia
• Virtual reality
These are great ways to draw visitors to your booth. As a bonus, surveys and quizzes can help you collect information about your prospects to make more informed business decisions.
13. Greet Visitors ASAP
Once the trade show begins, the way you greet visitors is vital to make your vendor booth stand out and ensure that the event is a success for your business. Every customer visiting your trade show booth should be greeted immediately. Here are some of the best techniques for welcoming customers at a trade show:
• Greet customers and offer them help in under 30 seconds.
• If they have to wait a bit for you to be available, offer them entertainment or a drink.
• Commit to meeting their needs and answering their questions.
14. Staff Your Vendor Booth Adequately
An over-staffed booth can be overwhelming. People will be less keen to approach and talk to your team if five people are waiting for them at the entrance, ready to pounce. It’s uncomfortable and intimidating. Use the size of your booth to determine the number of people needed to staff it.
For example:
• A 10’×10’ booth should have no more than 2 or 3 staff. Four people should be sufficient for larger 10’×20’ booths
• For 20’×20’ or larger booths, 5 to 6 people would be optimal.
You should also consider the location of the exhibition and your industry when determining staffing requirements.
15. Offer A Mobile Device Charging Station
Event attendees often use their phones and mobile devices while browsing trade shows, especially if they’re using a mobile event app to stay up to date with the agenda and network with other guests. Incorporate a charging station into the design of your booth to give attendees the phone juice they need to stay current on event happenings.
Bonus points if you integrate this idea with seating space, so active event-goers can recharge their phones and feet at your booth.
16. Create A Separation Between Your Booth And The Rest Of The Trade Show
Designing your booth to offer a separate space from the bustle of the trade show floor can help create a more immersive experience for attendees. Partial walls and fabric structures help create a more closed-off and intimate experience between you and your visitors.
17. Use Strategic Lighting
Creating an attractive vendor booth isn’t just about designing an appealing structure—even the most impressive display will be passed over if it isn’t well-lit. Make sure that the lighting you opt for matches the tone you want to set for your business. Trade show booth lighting can be used to make an impression on event attendees.
Try using spotlights to showcase your product and create a dramatic effect. You can also use lights to project your company name, logo, or slogan onto the floor or wall of your booth. Note that some events have restrictions on the types of lighting you can use, so be sure to contact the organizers to ensure that the lighting you want will be allowed!
18. Photo Booths and Shareable Moments
Say cheese! Branded photo booths and shareable moments can increase your brand visibility and engagement on social media. Encourage attendees to take candid photos, use branded filters, and share their experiences using a brand-specific event hashtag. Such activities boost organic engagement and encourage attendees to generate social media posts that amplify your brand.
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5 Mistakes To Avoid In Your Trade Show Exhibit
1. Don’t Go Overboard with Your Booth Size
Bigger isn’t always better. A large trade show booth might seem like a great way to stand out, but it can backfire if it feels empty or overwhelms visitors.
It’s like hosting a party in a huge space—the energy drops if the room feels too vast. Aim for a booth size that’s cozy but engaging, filled with interactive elements that draw people in.
2. Avoid Overloading on Tech
Technology can add some wow factor to your exhibit, but relying too much on gadgets can make your booth feel cold and impersonal. Trade shows are about making connections, not just showing off cool screens. Be sure to balance the tech with a strong human presence—friendly, approachable staff who can engage visitors and make them feel welcome.
3. Keep the Competition Out of Your Booth
It might be tempting to swipe at your competitors, but this approach usually backfires. Trash-talking can make your brand seem unprofessional or desperate.
Focus on highlighting what makes your offerings stand out. Keeping the conversation positive and showcasing your strengths will leave a better impression and build trust with potential customers.
4. Prepare Your Staff Like Their Lives Depend on It
Your booth staff are the face of your brand at the event, so they need to be sharp and ready. If your team isn’t properly trained or seems uninterested, it can turn visitors off and hurt your brand’s reputation.
Make sure everyone knows the key talking points, understands the products, and is prepared to engage visitors warmly and helpfully. A well-prepped team can make a difference in how attendees experience your booth.
5. Don’t Drown Visitors in Information
When you’re excited about your brand, it’s easy to want to share everything at once. But overloading visitors with too much information can overwhelm them and dilute your message. Keep your communication clear, concise, and focused on the key points visitors want to remember.
Standing Out With Swag: 10 Ideas For Your Trade Show Booth
1. Custom Reusable Water Bottles: Refreshing Your Trade Show Strategy
Eco-friendly and practical, branded reusable water bottles are perfect for trade show attendees who are always on the move. Choose stainless steel or BPA-free plastic bottles with a sleek design, and consider adding unique features like a built-in infuser for fruits or herbs.
These bottles promote your brand and convey a sustainability message, making them a hit with environmentally conscious attendees.
2. Portable Phone Chargers: Power Up Your Trade Show Presence
Trade show days are long, and attendees constantly use their devices, making portable phone chargers or power banks essential. Offer chargers with your logo packaged in a compact, branded case.
This useful swag ensures your brand is seen whenever attendees recharge their devices during and after the event. For an extra touch, include multi-device compatibility or fast-charging capabilities.
3. Branded Face Masks: Safety Never Looked So Good
In today’s health-conscious environment, branded face masks are not just practical but essential. Choose masks made from comfortable, breathable materials and offer a range of sizes for the perfect fit.
Adding your logo or a unique design helps your brand stand out while showing that you care about your audience's well-being. Masks with adjustable ear loops or filters can add value and make your giveaway even more appreciated.
4. Tech Organizers: The Ultimate Trade Show Survival Tool
Tech organizers are a lifesaver for attendees who must manage multiple devices and accessories. These compact cases can hold:
• Cables
• Chargers
• Earbuds
• Other small gadgets
Keeping everything neat and easily accessible.
By offering branded tech organizers, you provide a functional item that attendees will use daily, ensuring your brand is always within reach. Look for options with padded compartments or water-resistant materials to add an extra layer of protection and value.
5. Personalized Notebooks: An Oldie But Goodie
A high-quality, personalized notebook is a timeless and practical giveaway. Opt for notebooks with features like:
• pen loops
• elastic closures
• pockets for added functionality
Including your logo on the cover or offering a range of colors that align with your brand can make the notebook more appealing. Every time attendees use the notebook to jot down notes, they’ll be reminded of your company, making this a long-lasting promotional tool.
6. Stylish Tote Bags: A Trade Show Staple That Can Set You Apart
Tote bags are a trade show staple, but a well-designed, stylish tote bag can set your booth apart. Choose durable materials like canvas or recycled fabric and trendy designs that people want to use long after the event.
Aesthetically pleasingly, adding your logo can turn the tote into a go-to accessory. Consider including interior pockets or a zippered closure for added functionality and appeal.
7. Custom Socks: A Fun and Quirky Giveaway
Branded socks are a fun and quirky giveaway that attendees will love. Choose high-quality, comfortable materials and design them with unique patterns or colors representing your brand.
Socks offer a playful way to get your logo into attendees’ daily lives—every time they put them on, they’ll think of your company. Custom packaging or a message on the sock tag can add a personal touch.
8. Hand Sanitizer Sprays: A Clean Trade Show Giveaway
Small, branded hand sanitizer sprays are practical and relevant, especially in a trade show where hygiene is paramount. These sprays can be easily attached to a keychain or bag with a carabiner clip, making them convenient for attendees throughout the day. Choose sanitizers with pleasant scents and add your logo to the bottle for a promotional item that combines safety with brand visibility.
9. Wireless Earbuds: Premium Swag That Will Wow Attendees
Wireless earbuds are a premium swag item that will make a lasting impression. Branded with your logo, these earbuds offer high perceived value and are something attendees will use long after the trade show.
Choose earbuds with noise-canceling features, a charging case, or Bluetooth capabilities to enhance their appeal. Offering a tech-savvy gift like this positions your brand as forward-thinking and innovative.
10. Custom Puzzle or Brain Teasers: Engaging Trade Show Giveaways
Engage attendees with a custom puzzle or brain teaser featuring your brand. These interactive items are fun and stimulate creativity and problem-solving, making them a memorable giveaway. Whether it’s a wooden puzzle with your logo engraved or a branded Rubik’s Cube, these items encourage attendees to consider your company innovative and engaging. Including a message or branding on the packaging adds an extra connection to your brand.
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