How to Attract Visitors to Your Conference Booth: A Pre-Show Checklist

The weeks before a trade show can feel chaotic. You’re finalizing booth graphics, coordinating travel, briefing your team, and somewhere in the middle of it all, trying to figure out what giveaways will actually make people stop.

After helping thousands of businesses prepare for conferences and expos, at Custom Ink we’ve learned that the companies with the busiest booths aren’t the ones with the biggest budgets. They’re the ones who plan smarter.

This pre-show checklist covers everything you need to attract visitors to your conference booth: from selecting the right promotional products and designing eye-catching signage to prepping your team and creating interactive experiences that turn casual passersby into qualified leads. Whether you’re exhibiting at your first trade show or your fiftieth, you’ll find actionable strategies you can implement right away.

In This Article

• Why Pre-Show Planning Matters
• Choose Giveaways That Drive Traffic
• Design a Booth That Stands Out
• Create Interactive Booth Experiences
• Prepare Your Team for Success
• Pre-Show Marketing and Promotion
• Complete Trade Show Booth Checklist
• Frequently Asked Questions

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Why Pre-Show Planning Matters More Than You Think

Trade shows remain one of the most effective marketing channels for B2B companies. According to Cvent’s 2025 research, 72% of attendees are more likely to buy from exhibitors they meet at trade shows, and 67% of trade show attendees represent new prospects who have never done business with the exhibiting companies. Those numbers make the planning phase critically important.

Yet many exhibitors leave success to chance. Research from the Center for Exhibition Industry Research (CEIR) shows that only 28% of exhibitors start their marketing strategy 1-2 months before the show. The rest are scrambling at the last minute, settling for whatever promotional products are in stock and rushing booth graphics through production.

The companies that consistently attract the most booth traffic share a few characteristics: they plan their giveaway strategy weeks in advance, they coordinate their booth design with their promotional products, and they brief their team on specific engagement tactics. This checklist walks you through each of those elements so you can approach your next trade show with confidence.

The Cost of Poor Trade Show Planning

Exhibitors allocate roughly 40% of their total trade show budget to their booth, with 12% going toward design and 28% toward booth space rental, according to industry data compiled by Dreamcast. When you add travel, accommodation, and promotional products, the total investment quickly reaches tens of thousands of dollars. Showing up unprepared means wasting a significant portion of that investment.

On the flip side, well-prepared exhibitors see meaningful returns. CEIR data shows that converting a trade show lead costs 38% less than converting a lead through traditional sales calls alone. The average trade show lead requires just 3.5 follow-up calls to close, compared to 4.5 calls for leads generated through other channels.

Choose Giveaways That Actually Drive Booth Traffic

According to research compiled by Gitnux, promotional products draw 500% more traffic to a booth than a booth without them. That’s not a typo. The right giveaways fundamentally change how attendees perceive and interact with your booth. But “right” doesn’t mean “most expensive.” It means strategic.

We recommend a tiered approach that matches item value to engagement level. This prevents premium items from disappearing in the first hour while ensuring everyone leaves with something branded. The tiers work like this:

• Tier 1 (everyone who walks by): Custom pens, magnets and stickers, and small items. Keep these accessible so anyone can grab one. The goal of these giveaways is volume and brand impressions.
• Tier 2 (engaged visitors): Custom tote bags, notebooks, and basic drinkware. Award these for having a brief conversation or providing contact information.
• Tier 3 (qualified leads): Premium tech accessories, quality custom apparel, or brand-name drinkware. Reserve these for demo attendees, scheduled follow-ups, or confirmed decision-makers.

Products That Perform Best at Trade Shows

After helping thousands of exhibitors prepare for trade shows, we’ve identified the promotional products that consistently deliver results. The Advertising Specialty Institute (ASI) reports that 85% of consumers remember the advertiser who gave them a promotional item.

Custom drinkware remains the workhorse of trade show giveaways because people use water bottles and tumblers daily. According to ASI, drinkware generates an average of 1,400 impressions over its lifetime. Choose drinkware that fits standard car cup holders to increase daily use. For VIPs, consider premium brands like CamelBak that carry perceived value matching high-end client relationships.

Custom tote bags function as walking billboards throughout the trade show floor. Attendees carry them from booth to booth, generating impressions for hours. Canvas totes are durable and eco-friendly, while drawstring bags work well for younger demographics and athletic events.

Custom apparel transforms recipients into brand ambassadors well after the trade show is over. Quality t-shirts and trucker hats become wardrobe staples that keep your brand visible for months or years.

“We hand out these shirts at almost every trade show we attend and we pass them around the company and our networks as well. We LOVE Custom Ink because it’s simple to order and they ship FOR FREE! Their customer service is amazing.”

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Featured Products from This Story

Bella + Canvas Tri-Blend T-Shirt

• Soft tri-blend fabric (polyester, cotton, rayon)
• Lightweight and breathable for all-day wear
• Available in 30+ colors

Medium Midweight 100% Cotton Canvas Tote Bag

• Eco-friendly and reusable
• Large print area for logo visibility
• Practical for attendees carrying materials

20 oz. Translucent Sports Water Bottle

• BPA-free and made in the USA
• Budget-friendly for volume distribution
• Available in multiple colors

Design Inspiration for Trade Show Apparel

Not sure where to start with your design? Our Design Lab includes hundreds of templates you can customize with your company logo and colors. Here are a few business-focused templates that work well for trade shows:

Design a Booth That Stands Out

According to research from Wave Connect, 48% of exhibitors say eye-catching displays attract the most attendees. Your booth design is often the first impression potential customers have of your company. Bold colors, clear messaging, and professional graphics signal that you’re a serious player worth their time.

Effective booth design doesn’t require the biggest footprint. It requires clarity of purpose. Before you finalize any graphics, answer these questions: What one thing do you want every visitor to remember? What action do you want them to take? Your booth design should reinforce those answers at every turn.

Essential Booth Design Elements

Vertical signage helps you compete for attention in crowded aisles. Retractable banners and backdrop displays put your logo at eye level from across the hall. According to Gitnux, 85% of exhibitors use printed signage as their main method of booth branding.

Consistent branding across all touchpoints reinforces professionalism. Your table covers, signage, team apparel, and giveaways should all use the same colors, fonts, and logo treatments. When someone walks away with your tote bag, it should look like it came from the same booth they visited.

Clear product displays give attendees something tangible to interact with. If you sell physical products, have samples on hand. If you sell software or services, consider interactive demos on tablets or large screens.

“Thank you to CustomInk! We received tons of praise about our visibility and cool T-shirt. This event was held at The Dallas Market Hall.”

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Featured Products from This Story

Gildan Ultra Cotton T-shirt

• 6.0 oz preshrunk cotton
• Budget-friendly classic style
• Available in 50+ colors

6′ Premium Full Color Table Cover

• FR rated for exhibit halls
• Full-color printing
• Machine washable

Full Color 31.5″ x 81.8″ Promotional Retractable Banner Kit

• Sets up in seconds
• Includes carrying case
• Full-color printing

Coordinate Your Team Apparel

Matching business team apparel does more than look professional. It makes your staff instantly identifiable on the trade show floor. Attendees can spot your team members across a crowded aisle and approach with questions. According to Dreamcast research, 59% of trade show marketers say sales staff make the most effective booth representatives. Help those sales staff stand out.

We recommend custom polos for a professional look that works across industries, or matching t-shirts for a more casual, approachable vibe. If your industry skews more formal, consider button-down shirts with embroidered logos.

Pro tip: Order extra team apparel in common sizes. Trade show days are long, and having a fresh shirt for day two keeps your team looking sharp.

Create Interactive Booth Experiences

Simple handouts work, but interactive experiences create memorable brand moments.

According to Amra and Elma research, 46% of attendees engage with booths for 15-30 minutes when given a reason to stay. That’s valuable time for relationship building and lead qualification.

Interactive elements also help you identify serious prospects. Someone willing to play a game, watch a demo, or participate in a contest is more engaged than someone who simply grabs a pen and keeps walking.

Proven Interactive Ideas

Prize wheels create excitement and draw crowds. Visitors spin to win various tiered items, from stickers to premium swag. The visual activity attracts more visitors, and the gamification element makes the interaction memorable. Use high-end swag like branded power banks or CamelBak water bottles as the top prizes.

Badge scans for entry let you collect lead information in exchange for raffle entries or guaranteed items. This approach works particularly well when combined with a valuable prize like AirPods, a gift card, or a free consultation.

Product demonstrations scheduled at regular intervals give attendees a reason to return. Promote demo times on your signage and social media. According to Passive Secrets, 92% of trade show attendees primarily go to see new products that exhibitors feature.

“This was our second year supplying the beer cups for the Social Hour at the AUVSI Pathfinder Chapter Symposium. For a small cost, this is a great way to advertise our company name at a trade show. CustomInk was great to work with even through my many changes and phone calls.”

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Featured Products for Interactive Booths

16 oz. Plastic Stadium Cup

• BPA-free and made in the USA
• Available in 12+ vibrant colors
• Stackable and easy to transport to events

Bamboo Wireless Power Bank

• 5,000 mAh capacity with wireless and USB charging
• Eco-friendly bamboo construction
• Premium giveaway for qualified leads

Valucap Foam/Mesh Trucker Hat

• Classic trucker style with mesh back for breathability
• Pre-curved visor with braid detailing
• High-visibility prize for games and giveaways

Prepare Your Team for Success

Your booth staff can make or break your trade show ROI. According to Gitnux, 68% of respondents note that working at a trade show improved their sales skills, suggesting that trade shows are high-stakes environments where training pays dividends. Don’t send your team in cold.

Pre-Show Team Briefing Checklist

1. Review talking points and elevator pitch. Every team member should be able to explain what your company does in 30 seconds or less. Practice handling common questions and objections.
2. Assign roles and responsibilities. Who greets visitors at the front of the booth? Who runs the demo station? Who collects lead information? Clear role assignments prevent confusion and ensure consistent coverage.
3. Set lead qualification criteria. Not every visitor is a qualified lead. Define what makes someone worth a follow-up call versus someone who just wanted a free pen. This helps your team prioritize their time and energy on high-value conversations.
4. Establish energy management strategies. Trade show days are long. Plan for breaks, snacks, and hydration. Tired, hungry booth staff don’t project the energy you want associated with your brand.
5. Brief on giveaway strategy. Make sure everyone understands the tiered approach: which items are for everyone, which require engagement, and which are reserved for qualified leads or VIPs.

“We attended the Atlanta Apartment Association Trade Show to visit with our vendors and others in our industry. We had a blast representing GoldOller in our Custom Ink T-shirts!”

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Popular Team Apparel Options

Jerzees 50/50 T-shirt

• Classic cotton-poly blend stays comfortable all day
• Budget-friendly for outfitting entire teams
• Available in tall sizes for complete coverage

AllPro Interlock UPF 50 Performance Polo

• Lightweight performance fabric with UPF 50 protection
• Polished, professional appearance on the show floor
• Ideal for long convention days

Sport-Tek Sport-Wick Quarter Zip Pullover

• Moisture-wicking fabric for temperature control
• Updated textured look with contrast zipper taping
• Professional layer for chilly convention centers

Pre-Show Marketing and Promotion

According to Gitnux, 78% of exhibitors use pre-show marketing to improve booth traffic, and 56% rely on email marketing as their primary pre-show promotion tool. Your marketing should start generating buzz weeks before the event opens.

Pre-Show Marketing Tactics That Work

• Email your existing contacts. Let customers, prospects, and partners know you’ll be exhibiting. Include your booth number, a teaser of what you’ll be showcasing, and an incentive to stop by. Reserved appointments or exclusive previews work particularly well for high-value accounts.
• Promote on social media. Use the event hashtag in your posts. Share behind-the-scenes content as you prepare. Announce any giveaways, contests, or special events you’re planning. Social media campaigns effectively promote organizations’ businesses before, during, and after a trade show, according to industry research.
• Reach out to attendee lists. Many trade shows offer access to registered attendee lists. Use this information to target relevant prospects with personalized outreach before the event.
• Schedule appointments in advance. Don’t wait until the trade show floor to meet with key accounts. Schedule specific meeting times before the event. This ensures you get quality face time with your most important prospects.

Design Templates for Trade Show Promotion

Need promotional graphics that match your booth? Our Design Lab templates work great for social media promotion and booth signage alike:

Complete Trade Show Booth Checklist

Use this timeline to ensure nothing falls through the cracks. Adjust dates based on your specific show schedule, but the general flow should remain consistent.

6-8 Weeks Before the Show

• Confirm booth location and dimensions
• Finalize booth design and graphics
• Order promotional products and giveaways
• Order team apparel in all required sizes
• Book travel and accommodation for booth staff
• Begin pre-show email marketing campaign

3-4 Weeks Before the Show

• Confirm shipping arrangements for booth materials
• Schedule key appointments with prospects and customers
• Finalize team schedule and role assignments
• Prepare demo materials and talking points
• Ramp up social media promotion using event hashtags

1-2 Weeks Before the Show

• Conduct team briefing on roles, talking points, and giveaway strategy
• Confirm all shipments are on track
• Charge any electronics (tablets for demos, power banks for giveaways)
• Prepare lead capture system and follow-up templates
• Pack backup supplies (markers, tape, business cards)

Day Before the Show

• Set up booth during designated installation time
• Test all electronics and displays
• Arrange giveaways strategically (tier 1 accessible, tier 3 behind table)
• Walk the floor to scout competitor booths and networking opportunities
• Get a good night’s rest

During the Show

• Arrive early to ensure booth is ready before doors open
• Maintain energy and engagement throughout the day
• Capture lead information consistently
• Monitor giveaway inventory and adjust strategy if needed
• Post social media updates throughout the event
• Debrief with team at the end of each day

After the Show

• Begin lead follow-up within 3 days (81% of exhibitors use email for follow-up)
• Send personalized notes to high-priority leads
• Share photos and highlights on social media
• Conduct internal debrief on what worked and what to improve
• Track lead conversion and calculate ROI

How Custom Ink Can Help

We’ve been helping businesses prepare for trade shows for over 20 years. Our Design Lab makes it easy to create coordinated designs across apparel, signage, and promotional products. Our design experts are available seven days a week to help you refine your artwork and select the right products for your goals. Standard orders arrive within two weeks with free shipping, and rush options are available if you’re working with a tighter timeline.

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Frequently Asked Questions

Q: How far in advance should I order promotional products for a trade show?

We recommend ordering promotional products 6-8 weeks before your event. This gives you time to finalize designs, receive samples if needed, and handle any unexpected delays. Standard orders arrive within two weeks with free shipping, but earlier ordering provides a buffer for revisions. Rush options are available if you’re working with a tighter timeline.

Q: How many promotional products should I bring to a trade show?

Plan for 25-50% of expected total attendees for your tier-1 items (pens, stickers, small giveaways). For tier-2 items (totes, notebooks, drinkware), plan for 15-25% of attendees. Premium tier-3 items should be limited to the number of qualified leads you realistically expect to generate. It’s better to run out of low-cost items than to ship home boxes of expensive swag.

Q: What are the best trade show giveaways for attracting booth visitors?

According to ASI research, drinkware generates the highest number of impressions over its lifetime, while writing instruments have the lowest cost per impression. Tote bags work particularly well at trade shows because attendees carry them around the floor, generating visibility for hours. For VIP leads, premium items like CamelBak bottles or power banks create memorable impressions.

Q: How can I make my trade show booth more interactive?

Interactive elements give attendees a reason to engage beyond grabbing a freebie. Popular options include prize wheels, badge scans for raffle entries, and scheduled product demonstrations. Use high-value items as prizes to create buzz. Even simple tactics like trivia games or photo opportunities with branded backdrops can significantly increase engagement.

Q: Should my team wear matching apparel at a trade show?

Absolutely. Matching team apparel makes your staff instantly identifiable on the trade show floor. Attendees can spot your team members across a crowded aisle and approach with questions. Custom polos work well for professional settings, while matching t-shirts create a more casual, approachable vibe. Order extra apparel in common sizes so team members have fresh options for multi-day events.

Q: How do I stand out from other booths at a trade show?

Research shows that 48% of exhibitors say eye-catching displays attract the most attendees. Invest in vertical signage like retractable banners to compete for attention in crowded aisles. Coordinate your booth graphics, table covers, team apparel, and giveaways using consistent colors and branding. Create movement and energy at your booth through interactive elements rather than simply standing behind a table.

Q: Can I get help designing my trade show promotional products?

Yes. Our design experts are available seven days a week to help you create the perfect design for your promotional products. You can also use our Design Lab to upload your logo and see exactly how it will look on hundreds of products before you order. We offer free design review on every order to ensure your artwork prints beautifully. Contact our team to get started.

Q: Are there minimum order requirements for trade show giveaways?

Many of our products have low or no minimums. You can check the product details on any item to see minimum quantities, or filter by “no minimum” to find products you can order in any quantity. Bulk discounts are available for larger orders, which is often beneficial for trade show quantities. Check the product details or change the order quantity to see product-specific pricing.

Q: How long does it take to receive trade show promotional products?

Standard orders arrive within two weeks with free shipping. Rush options are available for an additional charge if you need items sooner. We recommend ordering 6-8 weeks before your event to allow time for design revisions and ensure everything arrives well before you need to ship materials to the venue.