6 trade show tips that'll elevate your booth in 2026

Companies are betting big on in-person events again. The U.S. B2B trade show market hit $24.2 billion in 2025 (finally surpassing pre-pandemic levels!), with experts projecting a 5.29% compound annual growth rate until 2030. 

Meanwhile, the audience is there, and they're qualified: 81% of trade show attendees have buying authority, and 92% are actively looking for new products. But with event professionals now participating in an average of 42 regional shows per year, the competition for attendees’ attention has also never been fiercer. 

That means the bar for booth experiences has risen dramatically. A decent booth might only get a glance, but a memorable one gets conversations, leads, and follow-ups. Whether this is your hundredth rodeo or prepping for your first big event, use these 6 trade show tips to make sure your booth is the one worth stopping for.

1. Create a "stop and stay" moment

Even though 52% of attendees say they're more likely to visit a booth if a giveaway is offered, freebies alone won't cut it in 2026. (After all, everyone has freebies.) 

To draw a real crowd, consider transforming your booth from a quick stop into an experience. Prize wheels, spin-to-win games, branded claw machines, interactive photo booths, live product demos, and even VR stations are the types of elements that create a line at your booth instead of a pass-by.

One trend gaining traction is "calm in the chaos" experiences. Trade shows can be exhausting; to combat that, some brands are setting up relaxation stations with cozy seating, phone charging, even mini massages that give attendees a reason to linger – and start a conversation with your team. 

2. Tier your swag

Not all booth visitors are created equal, and your giveaway strategy shouldn't treat them that way. To tier your swag, start by keeping a bowl of grab-and-go items (like branded mints, stickers, lip balm, and small snacks) at the front. These are low-cost, high-volume items that create goodwill and keep foot traffic moving.

Meanwhile, reserve premium giveaways for attendees who engage more deeply, like scanning their badge, watching a demo, booking a follow-up meeting, or answering a quick qualifying question. 

This strategy creates urgency ("I have to do something to get that nice tumbler") while incentivizing the behavior you actually want (leads, not just foot traffic). Perhaps most importantly, it stretches your budget by making sure your best items go to your best prospects.

3. Train your booth team

You can have the most stunning booth on the floor, the best swag, and the cleverest interactive elements and still walk away with nothing if your team isn't prepared to turn attention into action.

Attendees gravitate toward booths run by warm, curious people who know how to start a conversation without being pushy. So, before the trade show, brief your team on:

• Who your ideal prospect is (and how to spot them)
• 2-3 qualifying questions to ask early
• Key talking points that should come up naturally
• The handoff process if someone's a hot lead
• How you're capturing contact info (e.g., badge scan, app, form)

4. Design your booth for social feeds

If your booth has a photo-worthy moment, you unlock free amplification that extends your presence far beyond the event itself. This doesn't have to be elaborate; in fact, it can be as simple as a bold, well-lit backdrop with your branding. Even a clever, oversized prop related to your product can do the trick.

Bonus points if you create a branded hashtag and display it prominently. It makes tracking (and resharing) user-generated content much easier.

5. Fix the follow-up problem

Here's the stat that should haunt every trade show exhibitor: 80% of trade show leads are never followed up on. In other words, companies spend thousands on booth space, travel, staffing, and swag, then let the majority of their potential pipeline evaporate because no one sent an email.

The problem usually isn't laziness. Instead, with leads scattered across business cards, napkin notes, and half-remembered conversations, the momentum is gone by the time someone gets back to the office and digs through it all.

The fix starts before the show. Have a lead capture system in place, including badge scanners, a shared spreadsheet, a dedicated app, or whatever works for your team. Then, move fast – studies show that 50% of buyers choose the vendor who responds first. Your goal should be personalized follow-up within 48 hours of the event closing, ideally referencing something specific from your conversation.

6. Start marketing before you show up

One survey found that 70% of attendees plan their trade show visits ahead of time, and 78% already know which exhibitors they want to see before they arrive.

So, in the weeks leading up to the event, get the word out. Email your existing contacts and let them know where to find you. Post on LinkedIn and tease a giveaway, preview an interactive element, or just remind people you'll be there. If the event has an exhibitor directory or app, make sure your listing is complete and compelling.

Some brands go further by offering incentives for pre-scheduled meetings, running social contests tied to booth visits, or sending direct outreach to high-value prospects they know will be attending.

Make your 2026 booths unforgettable with these trade show tips

With trade shows in 2026 shaping up to be more competitive than ever, promotional products evolve from mere handouts into conversation starters, lead qualifiers, and the thing attendees remember when they're back at their desk deciding who to follow up with.

Not sure where to begin? Check out our guide on the best trade show swag that’ll keep your brand in front of the right people long after the show floor clears out.