With regional associations in the promotional products industry engaged in a busy trade show season, it’s vital that exhibitors make the most of their limited time with potential and long-time customers.

After all, trade shows provide a rare opportunity for distributors to not only meet suppliers face to face, but also physically interact with their products.

As the adage goes, you only have one chance to make a first impression. So, PPAI Media has asked a couple industry veterans to share some best practices for a successful trade show experience.

‘Wow Your Audience’

The number-one thing that exhibitors can do to attract more trade show attendees is to make their booth more of an experience than a display, according to Renee Holmes, sales coordinator at Raleigh, North Carolina-based distributor Brand Fuel.

“The possibilities are endless with some creative, outside-the-box thinking to wow your audience,” Holmes says. “What is something functional and fun they will use while they’re walking the show floor and will have other attendees asking where they got it? Is there some sort of live decoration or personalization you can do to your product and give that away? What problem can you alleviate for a tired, hungry trade show attendee that makes them feel like you saved their day?”

“I’ve been in promo for many years now and it’s hard to impress me,” Holmes adds, “so when an exhibitor can surprise and delight the crowd, that makes them stand out and has me excited to show their line and work with them on future projects.”

Remember The Golden Rule

Conversely, Holmes says, the number-one turn-off is something that exhibitors don’t do.

“Sometimes, you can walk around booths and not be acknowledged the entire time you’re there,” she says. “Exhibitors can be present and talking amongst themselves, leaving you to feel completely ignored. Similarly, being acknowledged out of obligation but seeing that the exhibitor doesn’t want to spend any time with you can be even more of a turn-off.”

The 12-year promo veteran offers this familiar piece of advice to exhibitors: Don’t judge a book by its cover.

“The person in the yoga pants and Nikes might be collecting product information for an entire multi-million-dollar sales team, but you push them out of the way for someone in a business suit because they appear to be more worth your time,” Holmes says. “These things don’t go unnoticed so just be kind to everyone, clear out any judgments and assumptions based on appearances and treat everyone the same no matter how much you think they’ll spend.”

‘10 Commandments’ For Exhibitors

For nearly 30 years, Harvey Mackler, MAS, former owner of promotional products supplier GEMPIRE, which was acquired by Massachusetts-based supplier Pin Machine in July 2023, has instructed employees to follow his “10 Commandments” for trade shows.

  • Thou shall not hand out product from our display
  • Thou shall not break down early
  • Thou shall not use a cell phone or have the ringer on while in the booth
  • Thou shall not leave the booth unattended
  • Thou shall not eat in our booth
  • Thou shall not covet thy booth neighbor’s employee
  • Thou shall report missing or damaged product or boards immediately
  • Thou shall report literature and catalog counts immediately
  • Thou shall dress appropriately – company logo apparel or suits
  • Thou shall prequalify prior to handing out samples

“Additionally, I always remind our staff to follow up,” Mackler says. “Probably the greatest complaint by distributors is that they receive less than 25% of what they request at a trade show. That’s simply inexcusable.”