SALT, SURPRISE, AND ROI: GOOD PRACTICES FOR EXHIBITORS

Can simple ideas drive real engagement? Melissa Arnott, President of Arnott Consulting, shares a trade show tactic fueled by curiosity over complexity.

Face-to-face marketing is one of the most powerful tools your company and brand can engage in. When you exhibit at a trade show, you’re stepping into a space where the entire community has given you permission to connect, promote, and sell directly to them. Attendees have chosen to be there, and in today’s world, where time is currency, that’s a big deal. 

And yet, for many exhibitors, the experience can feel overwhelming or transactional. But here’s the truth: trade shows should be fun, not frustrating. With the right approach, they can be energizing, creative, and incredibly rewarding for both your team and your prospects. 

Show organizers are responsible for getting buyers through the doors, but that’s just the beginning. As an exhibitor, it’s up to you to make sure your clients and prospects know you’ll be there, and more importantly, give them a compelling reason to visit your exhibit.

1. Use the Tools at Your Fingertips

Start by connecting with the show organizer. Most events offer free marketing tools: email templates, social graphics, hashtags, directory listings, and more. Make use of them all! Promote your presence early and often.

2. Reach Out Personally

In the weeks leading up to the show, have a team member personally reach out to top clients and prospects. A personal invitation goes a long way and it’s also an opportunity to create a VIP experience for your top clients and prospects.

3. Make Your Exhibit a Destination

Design your exhibit with intention. Make it engaging. Promotions, including live draws held multiple times throughout the day creates energy. When you can have buyers return, you create more opportunities for your team to connect and sell.

Think creatively: “Come back at 3 PM for a surprise reveal,” or “Join our 1 PM product demo for a chance to win.” Strategic scheduling keeps your exhibit top of mind. 

4. Train Your Team

Your exhibit staff are your brand! They need to be prepared, professional, and proactive. Make sure the team:

• Knows the product or service
• Understands your show objectives
• Can qualify leads effectively
• Know who to refer to if they don’t have the answer 
  

Nothing’s more deflating than hearing, “I’m just manning the exhibit.” That’s a lost opportunity and likely, a lost sale. 

5. Follow Up and Track

This is where the real ROI happens. After the show, track everything:

• How many buyers visited your exhibit?
• How many were qualified leads?
• Which promotions drove the most traffic?
• What was the response to your follow-up? 
  

Trade shows are what you make of them. When you show up with energy, clear goals, and a plan to truly engage, you won’t just collect leads you’ll create real momentum, sales, and drive long-term revenue for your brand. 

And when you embrace that mindset, when you lead with strategy, creativity, and a little personality trade shows really can be fun, not frustrating.