How to Maximize Your Trade Show Presence: Insights from Informa Markets and TAG
Trade shows are evolving, and today’s fast-paced, post-COVID landscape offers exhibitors, sponsors, and attendees an incredible opportunity to reimagine how they approach these events. During a recent Inspectations podcast conversation between Lauren Moore, Conference Director at Informa Markets Engineering, and Justin Starbird, CEO of The Aebli Group (TAG), they explored the strategies and tools that can help businesses stand out and succeed at trade shows.
Key Takeaways:
- Early planning is critical – Both exhibitors and attendees should plan their trade show experience well in advance.
- Create engaging booth experiences – Move beyond handing out pamphlets by fostering interactive, meaningful connections.
- Bring a diverse team – Involve team members from different departments to create a well-rounded booth experience and promote internal growth.
- Leverage trade shows for team building – In-person events provide unique opportunities for bonding and collaboration in a remote-first world.
- Focus on innovation and sustainability – Highlight cutting-edge solutions while aligning with industry trends like sustainability.
- Find your community – Participate in networking events or niche groups that align with your interests to foster deeper connections.
- Network with purpose – Set clear networking goals and use event tools to maximize your opportunities.
- Take advantage of educational opportunities – Attend keynote sessions and workshops for hands-on learning and insights.
- Present with passion – Enthusiasm and passion from speakers make a lasting impact on attendees.
1. Planning is Crucial – For Both Exhibitors and Attendees
Lauren emphasized the importance of early planning. Informa Markets ensures that the trade show floor plan is available at least 20 to 25 weeks before an event. Exhibitors should take advantage of this early access to strategically plan their booth placement, branding, and overall experience.
Lauren also recommends that exhibitors utilize lead generation and retrieval tools to capture valuable contacts and potential clients. But planning isn’t just for exhibitors. Attendees also need to carefully plan their trade show experience. Whether your goal is education, networking, or making purchases, having a clear agenda helps make the most of your time.
Informa Markets offers attendees an app called "My Show Planner," which allows them to map out their schedule, mark the exhibitors they want to visit, and even set up appointments in advance. This ensures that both time and energy are spent wisely during the event.
2. Engaging Experiences: Going Beyond Pens and Pamphlets
The days of simply handing out pamphlets and branded pens are long gone. As Lauren pointed out, post-COVID attention spans have become even shorter, making it more important than ever to create engaging, interactive booth experiences. Attendees expect more than just passive product demos; they want to connect and engage in meaningful conversations. Exhibitors should actively approach passersby, start conversations, and foster a welcoming environment.
“We’ve seen too many booths where people are sitting on their phones. This is your chance to engage,” Lauren said, stressing the importance of interaction. Exhibitors should create experiences that spark conversations and leave lasting impressions on attendees.
3. Bring the Whole Team – Not Just Sales Reps
While it's crucial to have outgoing sales representatives at your booth, Justin suggests that exhibitors bring a mix of team members, including engineers and other less social roles. This approach strengthens internal relationships and gives team members who might not typically engage in sales a chance to showcase their expertise and passion for the company.
The in-person nature of trade shows also offers a unique opportunity for internal learning and team building. For many companies, these events are one of the few times a dispersed or remote team can come together, collaborate, and share ideas.
4. Trade Shows are Perfect for Team Building
In a remote-first world, opportunities for team building are rarer than ever. Trade shows provide a unique setting for teams to bond, learn together, and share experiences that might not happen in the day-to-day grind of virtual work. According to Lauren, trade shows can give teams a much-needed energy boost, serving as a combination of work and socializing. From dinners to industry meetups and even casual beers at event beer gardens, these moments can bring teams closer.
Justin and Lauren both agreed that this face-to-face interaction is invaluable. "You can’t put an ROI on team building and internal relationships, but you definitely see the benefits in the longevity and morale of your employees," said Justin.
5. Innovation and Sustainability Take Center Stage
Looking to the future, Informa Markets is making sustainability a core theme of its upcoming trade shows. In February 2025, they will launch the Sustainable Manufacturing Expo, a first-of-its-kind event co-located with the MD&M West show in Anaheim, California. This focus on sustainability aligns with broader industry trends, as companies increasingly seek eco-friendly solutions and practices.
In addition to sustainability, Lauren mentioned that trade shows are a hub for innovation. The pace of technological change means that attendees can expect to see cutting-edge products and solutions that push the boundaries of their industries. Trade shows provide the perfect platform for businesses to highlight these innovations and position themselves as leaders in their fields.
6. Building Communities Within the Industry
Trade shows aren't just about B2B transactions; they're also about fostering a sense of community within specific industries. Lauren noted that Informa Markets works with partners like the Society of Women Engineers to provide spaces for underrepresented groups to connect, share experiences, and support one another.
"Trade shows are about bringing people together," Lauren said. Whether it's women in engineering, people of color in the industry, or startups, finding your niche community within the larger event can make the experience more enriching and impactful.
7. Networking with Purpose
Networking is a cornerstone of trade shows. Lauren advises attendees to set clear goals for networking—whether it’s to meet potential clients, partners, or mentors—and to take advantage of the event's tools like matchmaking and appointment scheduling features.
For exhibitors, engaging attendees in conversation can help break the ice. Justin stressed that networking doesn’t always have to be strictly about sales. Simply talking to people about their experiences, interests, or even something as casual as the weather can open doors to future relationships.
8. Educational Opportunities for All
Education is another major draw of trade shows. Whether you're an exhibitor or attendee, the learning opportunities are endless. Lauren pointed out that being in the room, learning alongside others, offers unique insights that you can't always gain from reading online or attending webinars. Trade shows often feature keynote speakers, panels, and hands-on workshops that provide attendees with real-world applications and "aha" moments.
9. The Power of Passionate Presentations
When it comes to trade show speaking engagements, passion makes all the difference. Lauren noted that when selecting speakers, the key is finding someone who is passionate about their topic. This enthusiasm keeps attendees engaged and can make a memorable impact.
Justin, who is scheduled to speak at the newly branded MEDevice Show in Boston, agreed: “Once I start going, it’s full bore.” The excitement of sharing expertise, answering questions, and connecting with an audience in real-time is an experience that can’t be replicated online!
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Join TAG CEO Justin Starbird for 'The Future of Marketing for MedTech' on Wednesday, September 25th, from 2:15 PM to 3:00 PM at Center Stage, MEDeviceBoston!
Staying ahead in today's rapidly evolving business landscape demands more than innovation; it also necessitates a keen understanding of how to leverage technology effectively.
🔎 Justin dives deep into this topic, exploring the intersection of artificial intelligence (AI) and marketing strategies while providing actionable insights to propel your business forward!
Key discussion points include:
📍 The struggle to craft compelling brand narratives,
📍 The skepticism surrounding AI's efficacy and authenticity,
📍 Responsible AI practices,
📍 The uncertainty surrounding future developments,
📍 Predicted trends for 2025
Don't miss this opportunity to gain valuable insights that can transform your approach to marketing in the MedTech space! Learn more about this and previous talks here!
Trade shows offer companies a wealth of opportunities to build their brand, network, and educate themselves and their teams. Whether you're an exhibitor looking to engage with attendees or an attendee seeking to make the most of your time at the show, the key to success lies in planning, interacting purposefully, and being open to learning. By approaching trade shows with the right strategy, you can elevate your presence and create lasting relationships that will benefit your business long after the event ends! To hear more from Justin and Lauren listen to, Maximizing Trade Show Success: Insights from Informa Markets with Lauren Moore," live on the Inspectations podcast now!
