Trade show exhibit do’s and don’ts are simple rules that help you attract qualified traffic, run a smooth booth, and measure ROI.

trade show display

Do: Market your presence early

Start 6 to 8 months out. Build a plan that includes attendee-list outreach, social posts with the show hashtag, landing pages with your booth number, and scheduled meetings. Coordinate Sales and Marketing so touches stack. As a result, visitors arrive knowing who you are and why they should stop.

Don’t: Show up with untrained staff

Choose people who greet, qualify, demo, and close. Then script openers, proof points, and handoffs. Run role-plays. Finally, brief HR on overtime rules for hourly employees to avoid compliance issues.

Do: Design to stand out

Invest in clear hierarchy, bold graphics, and a focal draw such as lighting, motion, or an interactive. Keep aisles open and sightlines clean so entry feels easy. If you need guidance, partners like Absolute Exhibits can translate brand goals into layouts that pop without surprise bills.

Don’t: Skip KPIs

Define success before you ship. Set targets for booked meetings, badge scans by ICP, demo completions, cost per qualified lead, and pipeline generated. Therefore, every tactic supports a measurable outcome.

Do: Prevent post-show billing pain

Confirm what “all-in” includes. Pre-order electric, internet, rigging, and material handling. Lock graphics after drawings. Ship in consolidated crates with clear labels. Moreover, set daily spend limits for meals and rides.

Don’t: Crowd the booth

Resist packing in too many counters or kiosks. Instead, prioritize one or two strong demos and leave space to talk. Comfortable seating increases dwell time and improves lead quality.

Quick checklist: Do’s and Don’ts

Do

  • Start multi-channel marketing early
  • Train staff on greet, qualify, demo, and next step
  • Use a bold focal point and open sightlines
  • Set KPIs and capture them in a dashboard
  • Pre-order services and confirm inclusions

Don’t

  • Announce attendance at the last minute
  • Staff with people who cannot engage
  • Overbuild with cluttered fixtures
  • Arrive without meeting goals or pipeline targets
  • Rely on on-site orders at floor pricing