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3 Things People Attending Trade Shows Look For

Thanks to the rapid deployment of vaccines and a concerted global effort to protect people, the world is finally getting back on track, and trade shows are set to resume. If you’re one of the businesses that started during the pandemic and have never participated in a trade show before, now is the time to start preparing to set up an exhibit. But if you want to meet the needs of the many people attending a trade show, you need to understand what they’re hoping to achieve when they get there. Here are three of the primary goals trade show attendees have.

Looking For The New

First, trade show attendees see a trade show as a place where they can learn about all the developments in a particular sector or industry in one concerted effort and location. Trade shows are all about keeping people up to date, and if you want to maintain relevancy at a trade show, it’s always good to provide something new.

Make sure that when you create an exhibit and put staff in it, they don’t just rehash the same talking points and ideas that everyone already knows. If you bring something new to the table, make sure it’s a bullet point your staff emphasizes.


In tandem with bringing the new is ensuring that whatever is new is understood. People attend trade shows to learn about what’s in the future and, more importantly, understand what that new thing is and how it can be of use to them.

This doesn’t mean that staff needs to be prepared to discuss and explain every technical aspect of a new product or service. But staff must be prepared to educate and answer questions so potential clients or customers can make decisions or forward that information and recommendation to the decision-makers.


Finally, a trade show is about the social experience. If someone wants pure information, corporate literature or a website will do the job. The trade show is about meeting people, making new connections, and having face-to-face interactions about common and business interests.

Don’t send staff that are wizards at data but uncomfortable socializing; send the people who are good with people. This can make all the difference in lead generation.

If you’re thinking of taking part in a trade show and want to plan your exhibit and get your staff ready, we can help. Contact Lighthouse Exhibits, and we can assist you with designing and constructing your trade show exhibit, as well as advising you on how to conduct your show.

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