Dive deep into smart design and engagement opportunities
Discover how to integrate your pre- and post-show communications for maximum impact
Find out how to set SMART goals to measure success and optimize for the future
Trade Show Strategy: From Presence to Performance
A recent G&S survey of 327 business professionalsrevealed that while trade shows will continue making a strong comeback in 2026, many brands are still missing the mark on strategy, measurement, and creative execution.
Key Findings:
84% of companies participate in trade shows and 46% plan to increase involvement next year.
Only 13% are fully satisfied with their current trade show strategy.
Just 46% measure ROI using defined KPIs.
49% rely on partial or no promotion outside the booth.
Business executives most want to improve booth design, pre-show communications, on-site engagement and lead follow-up.
What Does This Mean for Marketers?
Leaders want more than just a presence—they want performance. The data points to a need for integrated communications, creative strategy, and measurable impact.
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.
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.
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.
See how we created an immersive augmented reality experience and stand-out-booth experience to launch two products at the 2025 GCSAA Conference & Trade Show.
Our survey shows a clear pivot toward experience-led marketing and connection-driven participation. Download our Trade Show Planning Guide to get even more details about how to turn your trade show slog into a trade show swag.
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