A: Trade shows offer a rare chance to meet potential customers, partners, and multipliers in person – all in one place. With the right preparation, you can build real relationships and gain visibility.

A: Make sure the audience matches your target group. Are decisions made at this show? Is your message strong enough to stand out in this setting? Attending out of tradition is rarely a good reason.

A: Begin with a mini internal briefing: What do we want to achieve? Who are we addressing? And what should the booth communicate? Everything else follows from these answers – from design to team preparation.

A: Starting too late, having unclear goals, and no plan for post-show follow-up are classic missteps. Pro tip: Build a small project team early on and work with clear milestones.

A: Good goals are specific, measurable, and realistic. Example: “We want to generate 100 qualified leads, have 10 talks with potential partners, and attract 300 visitors to our booth.”

A: A strong booth tells a story: What makes us special? What are we showing here – and why should people stop? An eye-catcher alone isn’t enough. The winning mix is design, dialogue, and dramaturgy.

A: A clear briefing is essential: Who are we talking to? What are our key messages? What questions might come up – and how do we respond? Don’t forget the little things like clothing, breaks, and tricky visitor behavior.

A: Not every visitor is a good lead. The best contacts usually have a clear role, visible interest, and specific questions. Use simple qualification tools like the BANT criteria to guide conversations.

A: The worst mistake is doing nothing. Send a thank-you note, follow up with relevant info, and offer a clear next step – like a meeting, a product demo, or an event. The show is just the beginning.

A: It depends on your goals: qualified leads, booth traffic, scheduled meetings, media mentions, or social media reach. Important: Success is measurable – if it’s clearly defined beforehand.

A: Focus on targeted visitor engagement and smart qualification: pre-scheduled meetings, sharp CTAs, and a team trained to recognize true potential – e.g. with lead scoring tools or structured dialogue guides.

A: From the invitation to the booth and post-show follow-up, everything should speak the same brand language – visually, verbally, and thematically. This takes a central guiding idea and consistent wording across all touchpoints.

A: Ecological: Modular booth systems, reusable materials, carbon offsetting, regional suppliers. Communicative: Create content that outlives the event – such as reels, interviews, or post-show content on LinkedIn.

A: Use digital tools like QR codes, AR/VR features, touchscreens, or live social media actions to extend engagement. Virtual events and landing pages can complement or replace physical attendance as needed.

A: Clear, English-first communication, briefing kits, well-defined roles, and culturally aware training help. Highlighting local specifics on the booth can also boost team engagement and visitor connection.

A: Beyond lead counts: conversion rates, dwell time, visitor segmentation, engagement metrics, media reach, or share of voice versus competitors – depending on your objective.

A: Less is more: Stick to one strong core message and repeat it visually and verbally at key touchpoints. Use interactive formats – the more active the audience, the better the recall.

A: Give your team more than just facts – share purpose, stories, and values. Simulate real conversations beforehand and allow authentic personal interaction. And: celebrate successes together.

A: Make trade shows a natural part of your campaign strategy. Align them with product launches, brand stories, and your content calendar. Plan how you’ll extend the impact through PR, social media, and internal channels.

A: If the audience no longer matches your goals, results are consistently poor, or ROI is declining – and especially if digital alternatives provide better reach or efficiency – it’s time to rethink or move on.