Trade shows are one of the best opportunities for competitive intelligence. They give you a front-row seat to your competitors’ strategies, new products, and brand positioning—insights that are often not available online. To maximize this advantage, you need a clear action plan before, during, and after the show.
Before the Show: Build Your Plan
- Study the exhibitor list and floor plan. Identify which competitors will attend and who is sponsoring the event. A larger booth or a higher sponsorship level (such as Gold or Platinum) often signals growth or an aggressive marketing push.
- Set intelligence goals. Decide in advance which questions you want answered (e.g., new product features, pricing strategies, or staff size).
- Divide responsibilities. Assign team members to gather promotional materials, observe booth layouts, and capture key details. Split the floor plan into zones to avoid duplication.
During the Show: Gather Intelligence Professionally
- Appoint a point person. Have one team member oversee collection and reporting of competitive intelligence.
- Engage ethically. Avoid hiding your badge or misrepresenting yourself. Instead, introduce yourself as an industry professional. People often share more with peers than with obvious competitors.
- Look beyond competitors. Suppliers, partners, and even non-competing exhibitors may provide valuable context on competitor activities.
- Capture the details. Record booth size, design, staff demeanor, traffic levels, promotional items, and engagement tactics. This information highlights what draws crowds—and what doesn’t.
Competitive Intelligence Worksheet Example
Use this worksheet to capture competitor details on the show floor. Assign it to each team member responsible for intelligence gathering:
Trade Show Competitive Intelligence Worksheet
| Category | Notes / Observations |
|---|---|
| Competitor Name | |
| Booth Number & Size | |
| Sponsorship Level | (e.g., Gold, Platinum, none) |
| Booth Design & Features | (layout, graphics, technology, demo stations) |
| Staff Demeanor & Training | (professional, approachable, unprepared, scripted) |
| Product Launches/Features | |
| Messaging & Positioning | (slogans, core themes, differentiators) |
| Collateral & Giveaways | (brochures, catalogs, digital options, swag) |
| Traffic Levels & Engagement | (steady, light, heavy; attendee reactions) |
| Partnerships Mentioned | (alliances, sponsors, suppliers referenced) |
| Key Takeaways |
After the Show: Act Quickly
Competitive intelligence has the greatest value when shared fast. Compile observations and distribute them to your sales, marketing, and leadership teams while the information is still fresh. Quick reporting allows you to adjust messaging, campaigns, and even product roadmaps before competitors gain more ground.
Why Competitive Intelligence at Trade Shows Matters
Without a structured approach, exhibitors risk walking away with only brochures and swag. With a plan, however, you can gain:
- A benchmark of your brand against competitors
- Early insights into new products and services
- Ideas for improving booth design and engagement tactics
- Signals of competitor growth or budget increases
Pro tip: Absolute Exhibits works with companies to not only design standout exhibits but also build strategies that help exhibitors monitor competition, capture insights, and adjust their approach for maximum ROI.
Trade Show Competitive Intelligence Checklist
- Review exhibitor list and floor plan
- Identify competitors and sponsors to watch
- Define intelligence goals and assign roles
- Appoint a lead for data collection
- Engage ethically with industry peers
- Record booth size, design, staff demeanor, and traffic flow
- Collect competitor collateral and giveaways
- Compile and share findings promptly after the show
