Trade shows are a significant investment, so maximizing your return is crucial. Whether you’re aiming to generate high-quality leads, strengthen brand awareness, or close deals, the right approach can make all the difference. Here are three practical tips to ensure you get the most out of your next trade show experience.

• Don’t Wait Until After the Show to Engage

  Many companies make the mistake of following up only after the event is over. Why not consider texting your leads during the show to schedule a return to your booth for a more personal demo and discussion. By not engaging quickly, you run the risk that your leads have likely engaged with numerous other exhibitors and may not remember your booth clearly.

According to a report by CEIR (Center for Exhibition Industry Research), exhibitors who engage leads during the event are 40% more likely to convert them into sales compared to those who wait until after the show. Live engagement capitalizes on the momentum of the event and strengthens relationships while the experience is fresh in attendees’ minds.

• Don’t Drip Market (Yet!)

  After collecting leads at a trade show, it’s tempting to send a generic follow-up email saying, “Thanks for stopping by our booth! Would you like a demo?” However, attendees are often scanned by dozens of companies and receive identical messages.

  To stand out, avoid automated drip campaigns initially. Instead, personalize your first few touches. Reference something specific from your conversation or highlight a unique value proposition. This human touch makes all the difference in capturing attention and fostering genuine interest.

  A study by Salesforce found that personalized emails generate 6x higher transaction rates than generic mass emails. Attendees are bombarded with post-show emails, so making yours unique and engaging gives you a competitive advantage. Including details like a shared interest, a question they asked, or a specific pain point discussed helps to differentiate your outreach.

• Don’t Do Generic Swag

  Giveaways can be a great way to attract people to your booth, but not all swag is created equal. The key is to be unique–without necessarily being expensive. Contrary to popular belief, there isn’t much data suggesting that pricier swag leads to higher win rates.

  Instead of the usual pens or tote bags, think outside the box. Offer something people will actually use and remember, like quirky desk items, interactive experiences, or something related to your industry. The goal is to be memorable, not just another freebie stop.

  A Hard Business Review article highlights that branded items that provide long-term utility–such as portable chargers, reusable water bottles, or smart tech gadgets–can increase brand recall by 60% compared to disposable or commonly available items. If your swag can spark conversations or create a buzz at the event, even better!

Final Thoughts

Trade shows are an incredible opportunity to connect with potential customers, but success hinges on how you approach engagement, follow-up, and brand visibility. By starting your outreach early, personalizing communication, and offering creative giveaways, you’ll improve your trade show ROI significantly.

This blog is inspired by insights from eBulletins as well as industry research from CEIR, Salesforce, and Harvard Business Review.