Every trade show is an opportunity to learn what works and what doesn’t. After helping thousands of businesses prepare for exhibitions, we’ve noticed patterns in what makes some stands more successful than others
These 7 trade show tips focus on practical improvements you can make right away. They’re based on what actually helps businesses connect with more visitors and make better use of their exhibition investment.
1. Keep your look consistent
Every element of your stand should work together – banners, business cards, tablecloths, even staff clothing. This consistency helps visitors remember you long after the show ends.
Use the same colors throughout your display. Maintain consistent fonts on all signage. Apply your brand style across every material. When visitors see your cohesive look across the exhibition hall, recognition builds naturally. This recognition matters more than elaborate displays because it makes you memorable and professional.
VistaPrint’s design tools and services help create this consistency across all your trade show materials, from large banners to small giveaways.
2. Show less, not more
Displaying fewer products helps people understand what you do. It sounds counterintuitive, but clarity beats quantity every time.
Choose your best product to feature prominently. Select one clear message for your main display. Focus on what makes you different from competitors. Empty space isn’t wasted – it gives eyes a place to rest and makes displayed items appear more valuable. Think of successful shop windows: they show a few special items, not entire inventories.
This focused approach helps visitors quickly understand your value proposition without feeling overwhelmed
3. Think tall
Most exhibition stands operate at table height, leaving vertical space unused. This represents a missed opportunity.
Pop-up displays that reach toward the ceiling get noticed across crowded floors. Flags add movement that catches peripheral vision. Even a single tall banner makes you look more professional. A 2.3-meter backdrop can make a small stand visible from the entrance, helping visitors find you easily.
Height isn’t about having the biggest stand – it’s about being seen above the crowd.
4. Light it up
Good lighting improves everything it touches. Poor lighting can make quality products look unremarkable.
If your assigned space is dim, bring your own lights. LED spots highlight products effectively. Battery-powered strips work well under tables. Lightbox displays ensure visibility regardless of venue lighting. When you can’t bring lights, position yourself near windows or under existing venue lighting. Sometimes moving your table half a meter toward better light makes a significant difference.
5. Make it easy to visit
Consider how people move through your stand. Can they enter easily? Browse without feeling trapped? Find what interests them?
Arrange tables to create welcoming spaces rather than barriers. Leave room for wheelchairs and strollers to navigate comfortably. Position your most interesting items at the entrance to draw people in. Create distinct zones for browsing, conversations, and demonstrations.
Watch traffic patterns at successful stands – they feel open and inviting rather than cluttered or confusing.
6. Hide the mess
Professional appearance doesn’t require expensive materials – it requires organization.
Floor-length tablecloths provide instant hidden storage for boxes and personal items. Boxes or baskets keep supplies organized and out of sight. Personal belongings should stay completely hidden from the visitor’s view. Small folding screens can create backstage areas for necessities.
Think of your stand as a stage where everything visible serves a purpose. Everything else stays behind the scenes.
7. Follow up quickly
Many exhibitors never contact the people they meet, missing valuable opportunities.
Before the show, prepare your follow-up system. Create email templates for different types of contacts. Establish priorities for who to contact first. Plan to reach important contacts within 24 hours, interested visitors within three days, and everyone else within a week.
Take specific notes about each conversation to personalize your follow-up. These details transform generic outreach into meaningful connections.
VistaPrint Tip
Start with one improvement at a time. First, establish visual consistency. Then simplify your display. Add height and improve lighting. Make your space more welcoming. Organize behind the scenes. Perfect your follow-up process.
Success at trade shows doesn’t require huge budgets or years of experience. It requires understanding what makes people stop, look, and connect. With these fundamentals and the right materials from VistaPrint, your next exhibition can deliver real results.
