You invested thousands in your stand, printed new brochures, and sent half your team to Paris for the week. So, what did you bring back? A tote bag full of other people’s leaflets and a few polite conversations?
This is a frustrating reality for many companies. They attend trade shows with the best intentions but overlook one crucial fact: merely being present isn’t enough.
Here is why your stand might not attract interest and how to fix it.
You're Being Ignored — Because You Look Like You Want to Be
There’s one golden rule I always abide by at trade shows: No laptops on the stand.
I’ve seen too many stands where someone sits behind a table, glued to their screen, not even looking up. You wouldn’t approach them in a coffee shop, so why would you approach them at a trade show? This behaviour makes a stand seem unapproachable.
Even worse, I’ve witnessed people participating in Teams calls from their stand. Once, someone scheduled a call with me while they were at their stand in a distant country; I could hardly hear a word over the background noise. It came across as chaotic and unprofessional.
Trade shows are about being present — not just physically, but mentally. If you’re checked out, people won’t interact with you.
You Didn't Give People a Reason to Stop
Most attendees decide whether to approach a stand within three seconds. If you can’t communicate:
- What your company does
- Who it serves
- Why anyone should care
Then, you’re relying entirely on chance.
For example, a company providing eco-friendly packaging solutions might say, “We help businesses reduce their carbon footprint with our sustainable packaging options.” You need a concise, impactful one-liner, not a tagline or a mission statement, but a plain English summary of how you help.
Display it on your signage, teach your team to say it, and print it on your marketing material.
Your Stand Looks the Same as Everyone Else's
Another pop-up banner, another collection of vague claims like “innovative solutions” or “trusted partner,” and a table full of leaflets no one asked for.
It’s not about being flashy; it’s about being clear, memorable, and approachable. A simple, clean layout, good lighting, open space, and team members who look ready to engage can make a significant difference.
You Made It About You
If your stand messaging is about what you do—your products, services, and story—you’re making visitors do all the work. Why should they stop? Why should they care?
The best stands spark curiosity. They don’t just list product features—they speak to real challenges and outcomes. Trade show attendees are scanning for relevance, not credentials. If your copy reads like a spec sheet or a self-congratulatory brochure, you’ll blend in with everyone else.
Instead of:
“We offer bespoke, high-quality botanical extracts.”
Try:
“Helping brands create cleaner, greener beauty products with traceable botanicals.”
It’s a small change, but one that instantly makes your messaging more approachable and useful—and far more likely to get someone to pause and ask a question.
ROI Is Fuzzy — and That's Okay
Let’s be honest: trade show ROI can be challenging to measure. You might meet ten people:
- Five were already in your pipeline and might have purchased anyway.
- The other five are new contacts, but it’s unclear when, or if they will convert.
Did the show generate those sales? Maybe. Did it help? Probably. However, trade shows are different from pay-per-click advertising, where you can track every pound spent. Instead, trade shows focus on visibility, creating momentum, and strengthening relationships that can eventually lead to business.
Attempting to link every closed deal back to a single handshake on the show floor is not a productive approach. Instead, concentrate on consistently presenting yourself well, and the results will likely follow.
The Bottom Line
If your booth isn’t generating leads, it’s rarely the fault of the event. More often than not, it comes down to how you present yourself. No one remembers the booth with three people working on laptops and vague messaging, but they will remember the one where they engaged in genuine conversations.
Do you need help improving your trade show presence, from stand messaging to materials? Get in touch. Let’s ensure you stand out at your next event.