21 Trade Show Marketing Tips That Actually Work in 2026

Trade shows offer a rare concentration of power for B2B companies: 81% of attendees hold buying authority, and the 67% are prospects your sales team hasn’t reached yet, according to CEIR research. But walking onto an exhibition floor without a solid strategy is like showing up to a job interview in pajamas. You might get noticed, but probably not in the way you want.

At Custom Ink, we’ve outfitted thousands of exhibitors, observing firsthand which booths command a crowd and which are simply passed by. We’ve distilled those years of floor-side intel into this guide —offering the tactical moves that turn a standard exhibition into a high-yield lead generator.

In This Article

• Pre-Show Planning Tips
• Booth Presence and Staff Strategies
• Promotional Giveaways That Actually Work
• Social Media and Digital Integration
• Lead Capture and Qualification
• Post-Show Follow-Up Strategies
• Tips for First-Time Exhibitors
• Frequently Asked Questions

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5 Pre-Show Planning Tips That Set You Up for Success

The exhibitors who see the best results at trade shows start their preparation months before the event, not weeks. According to industry data, only 28% of exhibitors start their marketing strategy 1-2 months before the show, which often means missed opportunities for building pre-event buzz.

Here are the 5 planning steps that consistently separate successful exhibitors from those who struggle:

1. Set specific, measurable goals: Instead of vague objectives like “generate leads,” define exactly what success looks like. How many qualified conversations do you want? What’s your target for demo requests? Having concrete numbers helps you staff appropriately and measure ROI accurately.
2. Research your attendee profile: Before designing anything, understand who walks the floor. The quality of attendees is the most important factor for 64% of exhibitors when deciding to participate in a show. Match your messaging and giveaways to what that specific audience values.
3. Order team apparel early: Coordinated staff shirts or polo shirts create instant visual cohesion and make your team easy to identify. We recommend ordering at least 3-4 weeks ahead to account for any design revisions and ensure everyone has the right sizes.
4. Create a pre-show outreach campaign: Email your existing customers and prospects who might attend. Offer exclusive meeting times or special giveaways for those who stop by. This fills your calendar with qualified conversations before you even arrive.
5. Plan your booth layout around conversation: Think about traffic flow. Where will people naturally pause? Where can you have semi-private conversations? Position your most compelling visual elements to draw people in, not block the entrance.

Customer Story

“Our guys from Ameripack all have Polos with the Wounded Warrior Logo alongside our Ameripack logo and we support the Wounded Warrior Program. We help create awareness at every trade show we do and help the guys find jobs! The shirts are awesome, people ask who did them and we said Custom Ink! The turnaround was fast and the quality was outstanding! This photo was at the Government Security Expo in DC.”

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Design Inspiration for Trade Show Staff Apparel

Booth Presence and Staff Strategies

Your booth design matters, but your people matter more. Research shows that 48% of exhibitors say eye-catching stands attract attendees, but once someone pauses at your booth, it’s your staff that determines whether that pause turns into a conversation.

Here are the booth strategies that consistently drive better engagement:

Tip #1: Never Sit Behind the Table

This might be the single most impactful change you can make. When staff members sit behind a table, they create a physical and psychological barrier. Standing in front of your display, in the aisle where attendees walk, makes you accessible and approachable. Position chairs at the back of your booth for breaks, not at the front for comfortable waiting.

Tip #2: Dress Your Team for Recognition

Matching branded apparel serves multiple purposes: it makes your team instantly identifiable, projects professionalism, and reinforces your brand throughout the show floor. We’ve found that performance polos are popular for trade shows because they look professional while keeping staff comfortable during long days on their feet.

• Best for warm venues: Lightweight t-shirts or moisture-wicking polos
• Best for professional settings: Embroidered polos or button-downs
• Best for casual tech events: Branded hoodies or casual tees
• Pro tip: Order extras in common sizes for last-minute team additions

Tip #3: Rotate Staff to Prevent Fatigue

Trade show floors are exhausting. Standing, talking, and being “on” for eight hours straight drains even the most energetic team members. Schedule regular breaks and rotate positions so your front-line staff stays fresh and enthusiastic throughout the day. Tired staff project a tired brand.

Tip #4: Open with Questions, Not Pitches

Train your team to lead with curiosity, not credentials. Instead of launching into your company’s history, ask attendees what brought them to the show, what challenges they’re facing, or what they’re hoping to learn. This approach respects their time and helps you quickly identify whether they’re a qualified prospect worth a deeper conversation.

Customer Story

“Custom Ink produced fantastic track jackets that identified our team at a conference in Kansas City. This is our trade show booth where our team treated as HQ for the college media conference in KC.”

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Promotional Giveaways That Actually Work

Here’s a statistic that should shape your entire giveaway strategy: 52% of trade show attendees are more likely to enter an exhibit that offers promotional giveaways. But not all giveaways are created equal. Research from PPAI shows that 76% of people remember the brand on a promotional product, and 69% of consumers would pick up a promotional product if they thought it was useful.

The key word is useful. Cheap trinkets that end up in the trash don’t build brand recognition. They waste your budget and can even hurt your brand perception. Here’s what actually works:

Tip #5: Choose Items People Will Actually Use

The promotional products with the highest retention rates are items people incorporate into their daily lives. According to PPAI research, 54% of consumers still have the last promotional product they received, and nearly two-thirds clearly remember the brand that gave it to them.

• High-value giveaways: Custom drinkware like water bottles and tumblers that people use daily
• Budget-friendly options: Quality pens, notepads, or tote bags that serve a practical purpose
• Tech-forward choices: Phone chargers, cable organizers, or webcam covers
• Trade show essentials: Badge holders, comfortable lanyards, or portable phone stands

Tip #6: Create Tiered Giveaway Levels

Not every booth visitor deserves your premium giveaway. Create tiers: quick branded items for casual passersby, mid-level items for people who engage in conversation, and premium gifts reserved for qualified leads who agree to follow-up meetings. This approach stretches your giveaway budget while ensuring your best items reach the people most likely to become customers.

Tip #7: Use Giveaways to Drive Specific Actions

Instead of handing items to anyone who walks by, tie giveaways to specific actions: complete a quick survey, watch a product demo, scan a QR code, or provide contact information for a raffle. This turns a giveaway expense into a lead generation tool and helps you measure which tactics drive the most engagement.

Popular Promotional Products for Trade Shows

Based on what we see exhibitors ordering most frequently, these categories consistently perform well at trade shows and conferences:

• Custom tote bags: Attendees need something to carry all the materials they collect. Your branded tote becomes a walking billboard throughout the show and often gets reused afterward.
• Branded drinkware: From insulated tumblers to stadium cups, drinkware gets used during the event and taken home for continued impressions.
• Custom t-shirts: Premium shirts (not cheap throwaways) that attendees actually want to wear can turn customers into brand ambassadors.

For more, see our guide to the top trade show giveaways.

Social Media and Digital Integration

Trade shows are no longer purely offline events. Almost half of meetings industry professionals became more active on social media following recent industry shifts, and integrating digital elements into your trade show strategy extends your reach far beyond the people who physically visit your booth.

Tip #8: Create and Promote a Specific Hashtag

Don’t just use the event’s official hashtag. Create your own booth-specific hashtag and promote it prominently in your display. Encourage visitors to share photos of your booth, your team, or your giveaways using the hashtag. This creates user-generated content and helps you track social engagement.

Tip #9: Post Throughout the Event

Assign someone on your team to capture photos and post updates throughout the day. Share behind-the-scenes moments, highlight conversations with attendees (with permission), showcase your giveaways, and create FOMO for people who haven’t visited yet. Real-time content performs better than polished posts scheduled in advance.

Tip #10: Use QR Codes Strategically

QR codes have made a comeback. Include them on your display materials linking to product pages, demo videos, or special landing pages. The key is ensuring what’s on the other side of the scan is mobile-optimized and valuable. A QR code that leads to a generic homepage wastes a valuable opportunity.

Tip #11: Encourage Photo Opportunities

Create an element of your booth specifically designed to be photographed and shared. This could be an interactive display, a creative backdrop, a mascot, or even an impressive product demonstration. When attendees share photos from your booth, they’re endorsing your brand to their entire network.

Customer Story

“We had an amazing experience with Custom Ink! The order was fast and an excellent customer service. We ordered Catrice and essence t-shirts that we used for a Trade Show called Generation Beauty (Toronto, San Francisco and New York). We are going to have even more events next year and we will need new tshirts.”

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Lead Capture and Qualification

Meeting prospects face-to-face at a trade show costs approximately $142 per meeting, compared to over $250 to meet them at their office. That efficiency only matters if you capture and qualify leads effectively. Yet 94% of marketers believe their company fails to convert event leads into opportunities, often because of poor lead capture and qualification processes.

Tip #12: Have a Lead Qualification Framework

Not everyone who visits your booth is a qualified lead. Train your staff to quickly assess whether someone is worth a deeper conversation. Basic qualification questions might include: What brings you to the show? What’s your role? What challenges are you currently facing? Are you evaluating solutions? Having a simple framework helps staff prioritize their time.

Tip #13: Use Badge Scanning Plus Notes

Badge scanners capture contact information, but they don’t capture context. Train your team to add brief notes immediately after conversations: what the person is looking for, their timeline, specific interests, and any personal details that will help personalize follow-up. These notes are often more valuable than the contact info itself.

Tip #14: Create Different Lead Categories

All leads require follow-up, but not all leads deserve the same follow-up. Create categories based on buying stage and interest level: hot leads who requested demos or meetings, warm leads who showed interest but aren’t in an active buying cycle, and cool leads who might be future prospects. This helps sales prioritize their post-show outreach.

Post-Show Follow-Up Strategies

This is where most exhibitors drop the ball. You can have the best booth, the most engaging staff, and the most popular giveaways, but if you fail at follow-up, you’ve wasted your investment. Research shows that 51% of attendees request a follow-up visit from a sales representative post-event, yet many companies wait weeks to reach out, by which time the conversation has gone cold.

Tip #15: Follow Up Within 24-48 Hours

Speed matters. The conversations you had at the show are fresh in both your mind and theirs. Waiting a week means competing with everything else that’s filled their attention since then. Even a brief email thanking them for stopping by and confirming next steps shows professionalism and keeps the momentum going.

Tip #16: Personalize Every Outreach

Generic follow-up emails get ignored. Reference the specific conversation you had, the challenges they mentioned, or even personal details they shared. This is why those post-conversation notes are so important. A personalized email that proves you listened stands out from the flood of generic “nice to meet you” messages.

Tip #17: Segment Your Follow-Up Approach

Hot leads deserve phone calls and immediate scheduling of next steps. Warm leads might receive more detailed content that addresses their specific interests. Cool leads can go into nurture campaigns. Match your follow-up intensity to the prospect’s demonstrated interest level.

Email Follow-Up Templates

Here are some proven approaches for your post-show outreach:

For hot leads: Reference your specific conversation, confirm the next step you discussed, and propose specific times. Keep it brief and action-oriented.

For warm leads: Thank them for visiting, mention a specific topic from your conversation, share a relevant resource (case study, guide, or video) that addresses their interests, and offer to continue the conversation.

For cool leads: A simple thank you with an invitation to connect on LinkedIn and a link to subscribe to your content keeps the door open without being pushy.

Tips for First-Time Exhibitors

If this is your first trade show, the learning curve can feel steep. Here are the tips we’ve gathered from first-time exhibitors about what they wish they’d known:

Tip #18: Visit the Show First If Possible

If the event happens annually, consider attending as a visitor before exhibiting. Walk the floor, observe what booths draw crowds, note what giveaways people are carrying, and get a feel for the attendee demographics. This reconnaissance pays dividends when you plan your own booth.

Tip #19: Start Smaller Than You Think

You don’t need the biggest booth to make an impact. A smaller, well-designed space with engaging staff often outperforms large booths with disengaged teams. Start with a manageable footprint, learn what works, and scale up for future events.

Tip #20: Pack More Supplies Than You Think

First-timers consistently underestimate how many business cards, brochures, and giveaways they’ll need. Running out on day one of a three-day show is demoralizing and wasteful. When in doubt, order more. Leftover materials can be used at the next event.

Tip #21: Wear Comfortable Shoes

This sounds basic, but it matters. You’ll be standing for 8-10 hours on hard convention center floors. Foot fatigue affects your energy, your mood, and your engagement with attendees. Comfortable shoes are a non-negotiable investment in your trade show success.

Design Inspiration for Professional Staff Apparel

How to Get Started with Your Trade Show Materials

Ready to prepare for your next trade show? Here’s how to get your team looking unified and your giveaways ready:

1. Choose your team apparel: Browse our polo shirts for a professional look or custom t-shirts for casual events. Upload your logo in our Design Lab to see how it looks before ordering.
2. Select your giveaways: Explore our promotional products for options at every budget level. Popular choices include tote bags, custom drinkware, and tech accessories.
3. Order early: We recommend ordering at least 3-4 weeks before your event. This gives time for design proofs, any revisions, and delivery with buffer room for unexpected delays.
4. Use group ordering: If team members need to select their own sizes, our group order feature lets everyone pick what fits them while keeping the order organized.

Need help choosing the right products for your trade show? Our team has helped thousands of businesses prepare for events and can offer recommendations based on your specific needs. Reach out anytime.

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Frequently Asked Questions

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

We recommend ordering at least 3-4 weeks before your event for standard items. Orders typically arrive at your door within 2 weeks with our free standard shipping, but the extra buffer accounts for any design revisions, size exchanges, or unexpected shipping delays. If you need items faster, rush shipping options are available for an additional charge.

Q: What are the most effective promotional products for trade show giveaways?

The most effective giveaways are items people will actually use. Custom tote bags are particularly valuable at trade shows because attendees need something to carry materials, so your branded bag gets used immediately and often continues being used afterward. Drinkware, quality pens, and tech accessories like phone chargers also perform well because of their practical utility.

Q: Can I order different sizes for my team’s trade show apparel?

Yes, you can mix sizes within the same order. If you want team members to select their own sizes, our group order feature lets everyone choose individually while keeping everything in one coordinated order. This is especially helpful when ordering for teams where you don’t have everyone’s sizes readily available.

Q: What’s the best type of shirt for trade show staff to wear?

It depends on your event and industry. Performance polos work well for professional settings and keep staff comfortable during long days on their feet. For more casual tech or creative events, branded t-shirts can be appropriate. Consider the venue temperature, how long staff will be standing, and your company’s overall brand image when choosing.

Q: Are there minimum order requirements for trade show promotional products?

Many of our products have low or no minimums, so you can order the exact quantity you need. Just check the product details or filter by “no minimum” when browsing. Keep in mind that per-item costs decrease with larger orders, so if you attend multiple events throughout the year, ordering a larger quantity upfront often saves money.

Q: Can I get help designing my trade show materials?

Absolutely. Our design experts (we call them Inkers) can help you create professional designs for your team apparel and promotional products at no extra cost. You can also upload your existing logo to our Design Lab and use our templates to create designs yourself. If you need guidance, reach out to our team anytime.

Q: How do I calculate how many promotional items to order for a trade show?

Start with the expected attendance and estimate what percentage might visit your booth. For major giveaway items, plan for about 50-75% of your anticipated booth traffic. For premium items you’re reserving for qualified leads, estimate based on your lead generation goals. When in doubt, order more rather than less. Running out of materials midway through an event is more costly than having some left over. Learn more with our giveaway bulk ordering guide.

Q: What’s the best way to display promotional products at a trade show booth?

Create visual impact by displaying items prominently at eye level and within easy reach. Don’t hide your giveaways behind barriers. Consider using tiered displays that showcase variety, and keep your premium items slightly more exclusive, perhaps requiring conversation before receiving them. Make sure your brand is clearly visible on displayed items so passersby can see what they might receive.

Q: How can I make my trade show booth stand out on a limited budget?

Your team’s energy and engagement matter more than expensive displays. Invest in coordinated staff apparel to look professional, choose one or two quality giveaways rather than many cheap items, and focus on creating genuine conversations rather than spectacle. Simple touches like matching shirts, a clear value proposition displayed prominently, and staff trained to engage proactively can outperform expensive booths with disengaged teams.