According to the results, 84% of companies currently participate in trade shows, with 46% planning to increase their involvement next year.

However, only 13% of respondents said they are completely satisfied with their current trade show strategy and less than half measure return on investment using defined key performance indicators.

Based on the survey results, we’re diving into the top ways that executives would like to improve their upcoming trade show strategies to help companies elevate their presence to performance.

See how we created an immersive experience to launch two products at the GCSAA Conference & Trade Show

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Blueprint for Booth Impact: Align, Design, Engage

Trade show displays remain a powerful forum for building brand visibility, forging new relationships and showcasing innovation. But in a crowded expo hall, standing out requires more than just showing up—it demands strategic planning, compelling visuals and meaningful engagement.

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Say No to Trade Show Silos

Whether you exhibit at one show a year or six, trade show booths can often fall off the integrated-strategy radar for business executives. In fact, according to our survey, nearly 50% of respondents indicated not taking an integrated approach with their trade show presence. However, if treated as an important part of your overall customer journey, you can extract immense value from an integrated trade show booth experience.

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Proving the Payoff: Lead Capture & Metrics That Matter

Trade shows offer immense potential for building relationships and generating leads—but without a solid measurement strategy, that potential is often left on the show floor. Proving ROI isn’t just about collecting business cards—it requires defined metrics, purposeful tools and a clear plan that spans before, during and after the event.