Trade shows are back, and in a big way. The global exhibition industry is experiencing a remarkable rebound, with $162 billion in direct spending and 4.7 million exhibiting companies worldwide as of 2024, according to The Global Association of the Exhibition Industry.
But with rising costs and tighter budgets, companies can no longer afford to “just show up.” As someone who has consulted for B2B brands across APAC, I’ve seen first-hand how organisations overspend on exhibition space and underdeliver on outcomes.
Here’s how to strategically maximise your trade show investment based on real conversations I’ve had with clients and the frameworks we use at IMPACT.
The Harsh Truth: Most Companies Underutilise Trade Shows
Many brands treat trade shows as an expensive checkbox. They pay for the booth, print brochures, send a few sales reps, and hope for the best.
But trade shows should be multi-channel campaigns, not just logistical exercises.
From my experience, the companies that win in this space apply four key principles to turn a booth into a business driver.
1. Nail the Foundations: Content and Presence
Before you run ads or send invites, two things must be locked in:
Content That Attracts
- Are your products or demos interesting enough to stop someone walking by?
- Is there a clear, simple message that communicates your value?
Engagement starts with relevance. Whether it’s a live demo, touchscreen prototype, or short video loop, your booth content must answer a question or solve a real problem.
Booth Design That Stops Traffic
Your booth is your brand’s physical stage, and every element should be designed to captivate. That said, it should be:
- Visually arresting (lighting, screens, signage
- Branded clearly and consistently
- Open and approachable (no cluttered tables, please)
Think of your booth as a combination of a pop-up retail store, a live stage, and a content studio. This is where connections are made, so every detail should invite curiosity and foster engagement.
2. Capture the On-Site Audience Proactively
You’re not just paying for space. More than anything, you’re paying for access to a captive, high-intent audience.
Here’s how to capture that attention:
- Hire promoters or MCs to actively engage passers-by.
- Run geo-targeted ads (Google, Meta, LinkedIn) to reach attendees searching the event.
- Use event hashtags and publish teaser content days before the show.
According to Exhibit Surveys, 74% of attendees recall brands they’ve engaged with at trade shows—so don’t leave it to chance.
3. Use Your Booth as a VIP Showroom
One tactic I shared recently with a client: turn your booth into a temporary showroom.
Your ideal prospects might not be attending the event, but they might be in the same city. That said, it’s important to maximise your impact by:
- Sending out personal invites to key accounts, partners, and decision-makers.
- Offering private walkthroughs or demos.
- Booking meetings at the booth. That means, treating your booth as your home base.
This strategy creates intimacy and positions your brand as high-touch, not mass-market.
4. Capture Content and Amplify Post-Event
This is where most brands miss the mark.
After all the effort invested in creating an engaging booth and connecting with prospects, many fail to leverage the content and momentum from the event. Don’t just attend the event. Document it. Here are some tips to do that:
- Film product demos, team interviews, and walkthroughs.
- Capture testimonials or “reactions” from attendees.
- Use short-form video (e.g., 30–60s reels) to publish on LinkedIn, TikTok, or YouTube Shorts.
Then, post-show:
- Run retargeting ads using the footage.
- Send thank-you emails with embedded video to booth visitors.
- Turn the best content into case studies, social posts, and ads.
Remember: The real work begins after the event. Everything you do post-event will be crucial in keeping your brand in the spotlight and continuing the relationship you’ve established during the trade show.
Final Word: Think Beyond the Booth
If you’re investing five or six figures into a trade show, treat it like you would a product launch or campaign. Plan 3–4 weeks of pre-show marketing, 3 days of on-the-ground activation, and 2–3 weeks of post-show follow-up and amplification.
I’ll leave you with this: the brands that win at trade shows don’t see them as events; they see them as marketing engines.
If you’re planning your next show and want to make it count, reach out. We’ve helped B2B, tech, and enterprise clients across Asia do more with less, and make every square metre count.
About the Author
Donald Chan is the Founder of IMPACT! Brand Communications, a digital and content marketing agency headquartered in Singapore. With over 12 years of agency leadership and 20 years of marketing experience, he helps brands in B2B, technology, and emerging industries achieve real marketing impact.