Marketing Ideas that Trade Shows Are Getting Right – and How You Can Incorporate Them into Your Business

SERIES: Pre-Clean Show

The Clean Show is less than a month away, and whether you’re attending or not, it’s a great reminder of marketing tactics we can use in our businesses to stand out in a crowded space. At The Clean Show, everywhere you look, vendors are vying for your attention. Some use over-the-top spectacles and demos. Others get you with fun swag. And some, like my husband’s personal favourite, lure you in with food (if you’ve been to a show, you know that Metalprogetti is the clear winner in this category). The goal here is the same: attract attention, spark interest and stay memorable. Here are five ideas worth borrowing from the trade show floor (no badge required).

Upgrade Your Image: Cohesive Branding Sells

When you attend a Clean Show, it quickly becomes obvious who has experience and who has invested in their booth. A successful booth tells a visually compelling story and delivers a clear, unified message. Take Seitz, the German cleaning solutions company. I can immediately spot their trade show booth. The giveaway? Their bold signature lime green stands out from across the floor. Whether you’re a fan of the colour or not, every element of their display, from the tablecloths to the roll-up banners, speaks clearly about who they are. Even their staff (including Mr. Seitz) wear matching green ties.

Your business should strive for the same level of visual consistency across all your stores and trucks. Ask yourself: does your signage reflect your brand today? Are your window decals up-to-date? Think about what signage and in-store marketing materials could help strengthen your brand’s presence.

Swag That Sticks

Trade shows are full of free giveaways – some might say too many. As we all know, most swag ends up in the trash. So, the next time you’re at a show, or even thinking back to a past one, consider this: what did you actually keep? The next time you’re buying company or employee swag, consider what promotional items you’ve kept from a conference, whether industry-related or not.

For me, a few stand out: GreenEarth’s high-quality branded lint roller and lip balm, BeCreative’s fresh-scented hand sanitizer, and Cents’ well-designed canvas tote bag. These items weren’t just useful, they were memorable. Swag, when done right, isn’t just free stuff. It’s a lasting reminder of your brand.

Turn Small Talk into Market Research

Why do most of us go to trade shows? To connect with industry peers and suppliers, of course. The value of small talk shouldn’t be underestimated, it can pay real dividends. Vendors and attendees are constantly asking questions, reading body language, and gathering insights about what customers actually want. That kind of ‘casual’ feedback is incredibly valuable.

Now think about your own business. Are you creating space for that kind of honest input? Could you be building a similar feedback loop into your day-to-day operations? Lately, I’ve been considering hosting a focus group with core customers to learn more about their experience – the good, the bad and the uncomfortable. Consider hosting your own focus group, whether it’s a virtual call or an in-person community event.

Get strategic on what kind of information you want to get out of the experience. Perhaps you’re launching a new service, exploring new turnaround times or price increases. The goal isn’t to chase five-star reviews – it’s about staying curious, open and ready to improve. Most customers won’t share what they’re really thinking, unless they’re asked. When they do, make sure you’re listening.

Follow Up Like a Pro

We all know that at The Clean Show, conversations don’t end at the booth, they continue with thoughtful follow-ups. Whether it’s a vendor sending a promised sample, a follow-up email, a thank-you note or even an exclusive offer, it’s the follow-through that often separates the best from the rest. That kind of attention to detail builds trust and credibility.

The same mindset applies to your customer base. A thank-you email after a first visit, a quick note following a new service, or a postcard for long-time clients can go a long way in making customers feel valued. And when something goes wrong, how quickly and thoughtfully you respond can define your brand’s reputation more than the issue itself. Agency Analytics notes that a good response time is typically within 24 hours and that many customers expect businesses to respond within a few hours during business hours. Following up is a key part of building positive customer relationships.

Let Your Staff Be the Brand

While signage or swag might draw someone into a booth, it’s the people who make them stay. Engaged, confident and knowledgeable staff are the brand. Take Seitz again, for example. I recently had the pleasure of meeting AJ and Frank, two employees from Seitz, at a show hosted by Extox Industries. Their passion and expertise made cleaning solutions feel unexpectedly exciting and memorable. The same principle applies to your business.

Our team is the real face of our business. Yes, we all face challenges in hiring the right people, but investing in training both in job skills and brand values makes all the difference. Branded uniforms, pins or name tags help create a professional and cohesive look, but it goes deeper than appearance. Empower your staff to be true ambassadors in your business. Feature your team in your marketing. Highlight your pressers, route drivers or front counter staff on social media or in your newsletters. People love seeing the faces behind the business as it builds trust and reminds customers that there’s a real, hardworking team behind their clean clothes.

You don’t need a booth at The Clean Show to bring that same level of energy and professionalism into your day-to-day. Whether it’s refining your signage, offering more effective swag or empowering your team, these minor adjustments can help your business stand out in a crowded market.

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