Not every company exhibits with a towering island booth. Some are occasional exhibitors—small businesses with 10×20 inline exhibits, or teams that juggle trade shows alongside fifty other responsibilities in the office. If that sounds familiar, you still have the opportunity to stand out. With the right preparation, even a modest booth can make a strong impact.
Here are five quick tips for occasional exhibitors to maximize their trade show success.
1. Refresh Your Graphics
Your graphics are the first thing attendees see. Redo them regularly to keep them fresh, colorful, and easy to understand. Include a clear benefit statement that explains why visitors should stop in. Strong visuals paired with a simple message help pull prospects into your space.
2. Set Appointments Before the Show
Every attendee arrives with an agenda. If you wait until the show floor opens to reach them, you may miss your chance. Do as much as possible in advance:
- Email prospects and clients to confirm meetings
- Schedule time slots for qualified buyers
- Make it easy for attendees to find you in the hall
A little pre-show planning ensures your booth is part of their schedule, not an afterthought.
3. Use Motion to Capture Attention
Movement draws the eye. Add an element of motion to your booth, whether it’s a product demo, a spinning display, or even something quirky like a lava lamp. Motion gives attendees a reason to pause, which gives you valuable seconds to start a conversation.
4. Improve Lead Capture
Collecting business cards is not enough. Use paper lead cards or digital lead capture tools that let you jot down detailed notes. Pair this with an inexpensive prize drawing every few hours to encourage participation. The more details you capture, the better your sales team can follow up.
5. Bring the Right Booth Staff
Your booth staff can make or break your exhibit. Only bring people who genuinely want to be there. Enthusiastic, knowledgeable team members create a positive atmosphere and answer questions effectively. Don’t rely only on sales reps—consider including product specialists or support staff.
Occasional Exhibitors Can Still Make a Big Impact
Even if you only exhibit once or twice a year, you can still achieve strong ROI with the right strategy. At Absolute Exhibits, we help occasional exhibitors make the most of their trade show investment with booth rentals, graphic updates, and cost-effective solutions that look professional without exceeding budgets.
Top 5 Spending Priorities for Occasional Exhibitors
If you only exhibit once or twice a year, here’s how to make the most of a 10×20 booth budget:
- Booth Space (≈35%)
Invest in a well-placed 10×20 inline or corner space. Visibility matters more than square footage alone. - Exhibit Design & Graphics (≈30%)
Use bold, simple graphics with clear benefit statements. Consider renting from Absolute Exhibits to get a professional look without storage costs. - Pre-Show Marketing (≈15%)
Email clients, book appointments, and run targeted social ads. The goal is to fill your booth schedule before the show opens. - Travel & Lodging (≈15%)
Plan early to keep costs under control. Share accommodations if needed. - Giveaways & Promotions (≈5%)
Choose one memorable, branded giveaway tied to your business. Pair it with lead capture tools to maximize ROI.
Pro Tip: A 10×20 booth gives you flexibility (room for a demo station, small lounge area, or private meeting space) without the high costs of an island exhibit.
