TRADE SHOWS – CREATING REAL ENGAGEMENT

Trade Shows drive economic activity across a wide network of suppliers and services and create a unique energy through unexpected encounters and shared curiosity. Whether for networking, launching, learning, or exploring what’s next, trade shows unite industries like few other platforms.

At a recent trade show I attended there was great a buzz when I arrived, but there was something missing. There was no “lure” on a lot of the stands.

The stands looked incredible—polished, beautifully designed, and unmistakably on-brand—but many lacked the elements that make an experience memorable: surprise and delight.

What stood out? The few who nailed it by creating genuine moments of intrigue and interaction:

• Technogym had natural movement and activity built into their stand—it made sense with their product, and it worked!

• Mosh/Moshy didn’t rely on activity but delivered a stunning, cohesive visual experience that sparked curiosity. Their messaging was simple, elegant, and totally on-brand.

When you're planning your trade show presence, ask yourself:

• What’s the story we're telling?

• Why would someone choose to stop at our stand?

• How can we encourage people to engage, not just observe?

It's time to move beyond the stress ball giveaway or business card draw (hello, 1990s!).

Think:

• A branded sideshow attraction

• A simple, quirky cut-out

• Bold colours

• A skilled host carnival-style spruiker (comedian, magician, juggler) with curated content and activities to draw a crowd and energise your team (to increase leads and awareness)

• Targeted team training on how to boost interaction and create connection

Trade shows are a big investment. Make them count by designing an experience that excites, engages, and drives meaningful customer conversations.

Here’s to bold activations and brilliant connections with both existing and new customers! You have a captive market – work it!