The Three P’s Of Trade Show Success

Written by Chloe Harwood

When it comes to developing your business towards avenues that best allow it to blossom, it can be instructive to present your whole operation at a trade show. This allows new customers to familiarize themselves with what you have to offer, as well as begin to build brand loyalty with you. These shows can serve as both a form of pre-emptive sales booth and marketing tactic all in one. However, like most things in business, this does not happen accidentally. It will require work, a solid eye towards understanding what works, and the ability to refine your strategy on the fly.

It’s always best to choreograph your stage efforts. It also pays to know what parameters to push those efforts within. The following three ‘P’s’ to show success can help you achieve when other firms are fighting to be noticed. Stand out at your trade show, and the benefits can keep rolling in long after the event ends.


You need a proper presence at a show to be noticed in the first place. It’s one thing to set up a stall, it’s another thing to make that stall the most attractive in its lot. For this, you need to define it as separate and more dominant in stature. Consider this presence as the ‘posture’ of your overall display. It matters if you have your shoulders back and your back straight during interpersonal relationships, so why should your business have to adhere to any other form of social courtesy?

You’ll notice that business promoting at an event will use separating marquees or tents in order to isolate their audience within a certain environment, as this adds to the ‘VIP’ and ‘exclusive’ feeling off the whole affair. If you’re able to do this effectively, people will understand just how promising and strong your business offering is, as it has the temerity to distinguish its physical space from the rest of the businesses showing their wares.


Okay, so you have the space metered out, now you need something powerful behind the message you carry. It’s always best to stick to a few phrases, or easy to remember taglines to keep your brand in the consumer’s memory. Think of how politicians will try and make the main policies they care about part of their identity. This is the tactic you should employ. For example, think of how cars often sell an adventurous and expedition-like feeling in their advertisements. Bring that to the spectacle of your trade show offering, by using lights, graphic design and the general message your promoters bring to the table. If you collaborate this correctly, you can bring added power to your message.


You need the consumer to feel as though they can be part of your story. If they feel this way, they are much more likely to hear what you have to say, and even invest preemptively in your idea. This means treating everyone who visits as the next best thing your business has had the pleasure of interacting with, raising their importance to a feel-good level. This will help increase the showmanship of your tent to something worth seeing, and something that makes the participants feel good.

With these tips, your entire development at any trade show should be a quality and memorable attraction.

About the author

Chloe Harwood