Exhibitors today attend fewer trade shows, but they continue to see strong results. They apply a smarter trade show strategy, choosing the events that deliver the best ROI. An analysis of exhibitor behavior based on Trade Show Week survey data found that many companies began trimming underperforming shows and reinvesting in those that proved more effective (Stearns, 2009, University of Florida). This shift reflects a deliberate move toward quality over quantity.
Choose Shows That Work
A smart trade show strategy means reallocating budget to the shows that matter most. Some exhibitors reduce booth size yet upgrade design and presentation. A polished 10×10 booth can attract more attention than a poorly executed 20×20. The goal is to impress with quality, not overwhelm with size. Focus on clear messaging, skilled staff, and a professional appearance.
Smart Budgeting and Staffing
Budget discipline plays a central role in any trade show strategy. Reduce excess staff to save on transport, lodging, and per diem costs. Instead, bring a smaller, well-trained team that can engage visitors effectively. Outgoing staff who connect with prospects will generate more leads than an oversized crew with little focus. Trim branded giveaways that linger in storage. Direct spending toward training, booth design, and meaningful engagement.
Invest Where It Counts
Exhibitors gain the best results when they invest in what works. A sharp exhibit and skilled staff produce better outcomes than overspending on extras. Concentrate resources on areas that convert attention into sales.
The Takeaway
A strong trade show strategy focuses on fewer, better shows. Exhibitors can maintain or even increase ROI by streamlining their schedules and investing wisely. The right approach reduces waste and maximizes results.
Citation:
Stearns, T. (2009). An Analysis of Trade Show Effectiveness and Exhibitor Behavior. University of Florida. PDF
