41 Trade Show Booth Ideas That Attract Visitors
Trade shows are overflowing with potential clients. How will you stand out?
Are you hunting for high-quality leads that are already invested in your industry? Attend a trade show: Let them come to you!
Your success at these events hinges on standing out with creative ideas that drive foot traffic to your booth. Show the audience something they've never seen before with these 41 trade show booth ideas that attract visitors.
#1 Research the right event for your company.
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Learn about the trade show’s typical attendees and exhibitors before reserving your booth. Ideally, the event you choose should feature a showcase of related businesses that won’t steal your spotlight.
This provides an opportunity for your businesses to take advantage of neighboring booth’s foot traffic, especially if you have similar target audiences. For example, brides visiting a convention to choose a catering service may find it convenient if a florist is in the booth right next door.
Reputation matters. If your company culture is “relaxed” and “adventurous,” an event with a reputation for being “stuffy” may not be the one for you. Are you marketing your services as “premium”? Only the most prestigious trade show in your industry will do.
Of course, the right reputation won’t matter much if you can’t afford to attend. When considering cost, remember to factor in your budget for decorating and staffing your booth. This is especially important if your staff will need to fly to a different state and stay in a hotel for the week(end).
#2 Plan to launch new products or campaigns.
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This trade show statistic may not blow your mind, but 92% of people come to trade shows to see new product demos. Deliver. The promise of experiencing something exclusive builds anticipation for your trade show booth and makes the event more memorable for visitors.
#3 Make your own program.
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Don’t “Stick to the script.”
Every trade show has a schedule to abide by, but there are always lulls. Fill them by bringing in an industry expert that isn’t on the roster. The key is to add value for booth visitors.
Do you know someone well-respected in your field? Are they willing to lead a workshop using your product? Maybe you’ve networked with a thought leader who will sign books at your booth. The goal is to spotlight something the tradeshow doesn’t already feature.
There’s a trick to doing this successfully. Avoid stepping on the organizers’ toes. Time your “extras” between official trade show events. As a bonus, the right timing will ensure a bigger crowd.
Another pro trip? Submit your mini event to the main exhibition listing. Hype it up on Twitter too. That way, no one misses it.
#4 Let attendees know why they should bother.
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To do this, you need a press release. A well-written press release informs people why they should visit your booth instead of another. It also lets them know when and where to look for it.
Once your press release is ready, plaster it everywhere.
Send it to influencers, trade publications, and bloggers in plenty of time for them to mention you. The most influential people at trade shows don’t decide to show up last minute. These potential customers plan their “must-visit” list of booths weeks in advance, and you want to be on it.
Relying on the event’s own advertising or foot traffic alone will not guarantee a crowd. Heavily advertise your presence at a trade show. The return on your investment will speak for itself.
#5 Remember your existing leads.
Leverage your mailing list! While you’re seeking new connections, remember to value your existing ones. Invite them to join you at the event.
Include a synopsis of the trade show at large as well as any attractions taking place at your booth. Make it easy for visitors to find the location of your booth in the exhibition center by including a map or a landmark if possible.
#6 Fill your digital space.
Getting online is no longer optional.
Stay social to gain an edge on the other exhibitors. Use your online platforms to proactively network with attendees, as well as the trade show’s organizers and sponsors.
Of course, a few extra mentions of your trade show booth location won’t hurt, either. Schedule several types of event-related posts days or even weeks ahead. Remind people of presentation times, demos, and contests taking place at your booth.
During the show, you may choose a dedicated staff member to post real-time updates and engage with any content shared about your booth in real-time.
#7 Merge your online and in-person presence seamlessly.
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Get attendees to mention you online easily. Create a social media display. Some businesses choose to dedicate an entire social media wall to this. However, even a smaller display will boost your mentions.
To really drive traffic to your social media pages, try offering a game-like incentive for social shares. Attendees will be eager to get their name up on the scoreboard. It’s fun for them, and free marketing for you!
Again, have someone on your staff engage with as many of these posts as possible for maximum impact.
#8 Don’t forget the photo opp.
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Booth visitors are more likely to post online if you offer a stand-out backdrop. Cutouts and props are an inexpensive way to make sure your logo and company hashtag are included in every post.
Want the premium option? Automate the process with a professional photo booth! Many will post the images to your company’s social profiles, hashtags included, within seconds.
#9 Be mindful about your booth’s location.
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Location is a major concern for all vendors. No one wants to be stuck in the cheap seats at a trade show.
If possible, try to reserve space in the “A-triangle”. Consider the locations of restrooms, concessions, and entrances to the trade show floor. The best booths may be more expensive as a result. However, the additional foot traffic is sure to split the difference.
Look at your neighbors, as well. Position yourself near similar businesses that aren’t your direct competition. If you can’t find a list, try to find photos from prior events. Many companies use the same locations yearly.
#10 Take up space.
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There are obvious benefits to a bigger booth: You can display more products, offer more activities, and stand out in a sea of identically sized squares. Samsung did this for their Internet of Things experience at CES 2018 with great success.
One thing to note: fill the space. A bigger space for the sake of it holds no benefit, and may even come across as boring.
#11 Build up. Stand out.
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Go multi-story. Use hanging signs or ramps and inclines. (Steps make it impossible for attendees with mobility challenges to navigate your booth.)
Traveling? Retractable banner stands may help you achieve some height while being easy to set up, take down, and transport. Reach out to your local printing company for options.
#12 Make the booth layout work for you.
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Consider what people will see first as they approach your booth. Where will they enter from and what will be the first display they encounter? Your ideal trade show booth should flow comfortably from one feature to the next.
Of course, it’s worth remembering that at some shows, guests may approach your booth location from every angle. If this is the case, make all of them inviting.
Avoiding long tables in the front will make your space feel more open. Shelves with adjustable height options to display products, pamphlets, and freebies work as an alternative. Integrated tablet stands and kiosks also provide a functional base without blocking things off.
#13 Stuff your booth with sensory experiences.
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Visuals are important, obviously, but remember the other senses too.
Providing a well rounded experience makes things more memorable for attendees. Consider color, lighting, texture, vibration, and sound. If that seems overwhelming, a professional designer can help you create a cohesive experience.
Google took this idea above and beyond at CES 2019 with an entire roller coaster.
#14 Go big.
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Google’ embodied this advice to the fullest at CES 2018 with multiple larger than life features, including a ginormous gumball machine.
To get your own big wow factor, consider past exhibits at the trade show you’ve chosen. You can seek inspiration from old pictures on social media if you’ve never been. Then, do something totally different.
Whether it’s giant pictures, enormous TV screens, or huge stuffed animals, with a little creativity you can find something to make your brand larger than life.
As a bonus, this technique ties in well with social media marketing. It’s impossible to see a giant chessboard on the tradeshow floor and not take a photo to post.
#15 Make it eye-catching.
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Take a page from Twitch here. With judicious use of color and lighting, you’ll steal the show at any event.
#16 Use projection.
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Projection mapping is an easy and portable way to steal the show. Best of all, it’s versatile and can be customized to fit any theme. Whether you choose to map out your entire booth or spring for a simple focal point, you’ll create a lasting memory for visitors.
#17 Embrace holographic effects.
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This idea is similar to projection mapping, but not exactly the same.
What if you could let potential customers get up close and personal with life sized or immersive products - without having to transport them onto the show floor? The right holographic effect will keep your brand top of mind for the rest of their lives.
#18 Make it more than beautiful: Make it fun.
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Trade show attendees are looking for an experience. Bring some fun toys! Touch screen games, DIY 3D printers, and VR headsets allow you to create a unique encounter. The goal is to educate potential clients while also entertaining them.
The experts at VirtualRealityRental.co can help you create a premium experience that fits your brand message and goals. End each interaction with a simple call to action, and you’re good to go!
#19 Bring your mascot.
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The more brand recognition you’re able to build, the better. Better still, your mascot is a magnet for free social marketing. People can just never seem to resist snapping a photo with an adorable giant teddy bear playing mini golf.
Have people hold a prop that includes your website, hashtag, or other information if possible. This allows curious onlookers to easily follow up and learn more.
#20 Wow them.
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Some things you’ve just got to see for yourself. Make your space at the trade show the same.
At the World Waterpark Association (WWA) Symposium & Trade Show, Splashtacular recreated a water slide with their display. The experience was unforgettable.
#21 Give attendees a unique experience.
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Ideally, you should tie it in with your brand’s latest releases. Lionsgate perfected this tip at ComicCon in 2010 by allowing attendees to experience their new film, Buried, firsthand.
Brave souls walked into a black box, much like the one the movie is set in, to the tune of some scary sound effects. Meanwhile, booth visitors were able to watch their reactions on screens outside.
Of course, not every idea works for every company. You’ll need to brainstorm with your team on how best to bring your products or services to life on the trade show floor.
#22 Make a meeting space.
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When it comes to securing leads, a little privacy can go a long way. Potential customers tend to be more willing to ask questions in a one-on-one setting.
Try creating a calm, comfortable area to sit down and chat in your booth. It will also help prevent attendees’ attention from wandering across the trade show floor mid-conversation.
#23 Create an oasis.
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If you’ve ever attended a trade show, you know it’s a hot, sweaty, and exhausting experience. A restful place to cool off will be much appreciated.
Nature’s Path showcased the value they place on mind-body wellness at the Natural Products Expo West event in 2018 by incorporating a “Zen Den”. For Dyson, it was a snap to showcase their products and make potential customers comfortable at once.
Your company’s “oasis” for trade show booth visitors may look entirely different. Make it match your branding and incorporate your product or service where possible.
#24 Book a band.
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A DJ works, too! This one’s tricky to incorporate effectively, but it’s a crowd pleaser when well executed. Choose an artist with an aesthetic and sound that accents your branding. Deloitte Digital nailed this in 2017 at Dreamforce.
Ask the event organizer if live music is allowed before making your deposit. Once you’ve got the green light, plan to time performances around the event’s schedule to avoid being disruptive or overwhelming.
Have the musicians and booth staff coordinate with each other. Once a curious crowd gathers to hear a song, your sales people will have a perfect chance to make their move.
#25 Blow minds.
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Consider investing in a professionally-organized booth design. A stellar visual will increase foot traffic and brand recognition, which will ultimately lead to more qualified leads. Take it from Dell. Every aspect of the brand’s multifaceted 2017 design was strategic and impactful.
#26 Get an emcee.
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It’s possible to hire a professional to fill this role. A charismatic staff member will do in a pinch, though. Having someone on the team whose sole job is to draw a crowd and encourage a positive vibe is a game-changer.
When Conversica tried this at Dreamforce 2017, their CMO managed to attract the biggest crowds of the event.
#27 Add aromatherapy.
This fits in well if your business is in the wellness space.
However, any brand can find a scent to match their aesthetic and goals. Sweet orange is uplifting. Lavender is relaxing. Meanwhile, lemongrass and rosemary are stimulating and boost focus.
#28 Set up a charging station.
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How else will visitors to your booth make sure their phones have enough battery to take advantage of your photo opp?
Once word gets around, people will be trekking to your booth from all over the trade show floor.
#29 Keep the crowds hydrated.
You can use branded single-use or reusable water bottles to boost brand recognition. When thirsty visitors see your logo on other attendees’ beverages, they’ll be tracking down your booth themselves.
#30 Go above and beyond. Bring snacks.
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Everyone gets hangry from time to time, especially at a trade show. Offer visitors something tasty to rebuild their energy after walking around all morning.
Pro tip: It’s best if the snacks are in line with your company culture. (For example, a fitness brand offering cheeseburgers would look a bit bizarre.)
#31 Make a mini kitchen.
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Even if your brand’s not food focused, you can take the last tip a full step further.
Bring your company culture along to the exhibit hall. Consider re-creating your yearly office potluck. Looking for a more hands-on option? Allow attendees to use (and taste) your products as they do the cooking.
Sara Lee North American made the 2010 BlogHer event more memorable by installing an 80-by-20 foot kitchen space where they incorporated their Jimmy Dean and Hillshire Farm brands into tastings, demonstrations, and live video tapings.
#32 Teach trade show attendees something.
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Learning is the primary objective of almost every trade show attendee.
Educate them about your brand’s values or your product with engaging demonstrations, like the educational, interactive experience GE provided attendees at BizBash 2017. Make it about something bigger by displaying the latest industry research, then showing it’s influenced the development of your latest product or service.
#33 Set up a showstopper.
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At the 2015 Dreamforce event, Accenture turned heads by bringing in sleek whip for folks to look at. Try joining forces with a sponsor to see how you can get the same effect.
#34 Let people try your products.
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This idea is non negotiable. Many visitors arrive at trade shows with the anticipation of a hands-on experience. Don’t disappoint them. Let them take your products for a test drive! Allowing people to get hands-on builds trust in your brand and the quality of your product.
Mazda did this literally at NAIAS 2017 with the help of a virtual reality experience. You can also draw inspiration from Sleep Number’s dreamy display at CES 2018.
#35 Hire dedicated booth staff.
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While you’re at it, divide up their responsibilities strategically. Have one person always available to answer visitors’ questions at all times, even if that necessitates extra training ahead of time.
If you really want to stand out, consider adding a brand ambassador or industry celebrity to your staff. Word of mouth about your special guest will travel the floor quickly.
Dress your crew accordingly, so that they’re easier to spot in the booth. Even if they’re just wearing the same color, matching staff looks more professional, as well. Of course, if anyone is handing out apparel at your booth, they should model it for passersby.
#36 Be thoughtful about staffing ratios.
If you’ve understaffed your booth, attendees will face long wait times. You don’t want to drive away potential leads. However, overstaffing can make your booth appear crowded and overwhelming.
If you have no idea how much staff you’ll need, start here. For a booth with a 10 foot by 10 foot layout, book 2-3 staff members. Adjust the ratio accordingly for larger booths as needed.
#37 Ramp things up with a virtual reality experience.
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Did you know that consumers are 53% more likely to buy from brands that use VR effectively? The idea is to demonstrate to potential customers that your organization is adaptable and forward thinking when it comes to tech.
If you’re considering using VR for games or an immersive product test-run, bring some professionals on-board. We recommend VirtualRealityRentals.co for a custom experience that trade show attendees will rave about for years to come.
#38 Don’t underestimate the power of promotional items.
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When you offer useful swag, you connect trade show visitors to your brand. This increases brand recognition, and ultimately leads to them liking and trusting you more. Small options to include in your swag bags include water bottles, T-shirts, and ball caps with your logo.
Be sure to include multiple sizing and color options for apparel for the best results. People are more likely to actually wear something they were able to pick for themselves.
Don’t be afraid to go big, if you’ve got the capital. CallidusCloud incorporated this creative idea at Dreamforce 2016. The chance to win a Porsche sparked conversations event-wide.
#39 Encourage friendly competition.
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The chance to be a winner is compelling, especially when the prize is highly desirable. As curious competitors flock to your booth, your savvy staff can convert them to leads. They’ll have an easier time, though, if you make the competition fun and memorable even for the losers.
New Voice Media managed to strike the right balance at Dreamforce 2017 with one of the event’s most creative ideas. Booth visitors guessed how long it would take for an iPhone X to be freed from the block of ice surrounding it, with the winner taking home a brand new phone.
#40 Embrace what’s trendy.
Following a trend may feel like a gimmick, but most people genuinely enjoy feeling like they’re part of something larger than themselves.
In 2018, Carpool Karaoke was king. Cadillac created their own version using a green screen and augmented reality that allowed booth visitors to sing inside a shiny new (simulated) Cadillac.
#41 Make “interactive” imaginative.
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You’ll want to rope your design team into this one. Ask them how you can incorporate interactive elements throughout your exhibition stand in a way. (Be careful that the stand display doesn’t disrupt the flow of traffic, of course.)
In recent years, exhibitors have taken this concept to new heights, even going so far as to incorporate flooring featuring lighting that reacts to pressure.
While people hang around to play with the interactive aspects of your booth, sales people will have the perfect opportunity to strike.
How will you incorporate these booth ideas to attract more visitors at your next trade show?
Make the most of your trade show presence with a stand-out attendee expereinces that highlights the best of your business. It’s impossible to use all 41 of these trade show tips at once, but using the ones that fit your brand will take your foot traffic and lead generation to a new level.
Which booth design idea is your favorite? Did we cover some ideas you’ve never seen before? Share this article to help a friend or colleague achieve more success at their next event.
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