Trade show activations at Expo West. A guide to stand out and book real meetings.

Quick answer: Pick one main outcome, design a booth that moves people toward that outcome, train a small team on short scripts, capture clean lead data in seconds, and book follow up while interest is high. Keep reporting simple so leaders can adjust during the show, not after.

Why a clear outcome beats a bigger booth

Many teams arrive with a pretty build and a long wish list. The result is noise and missed chances. Start with one outcome for this show. It could be meetings with retail buyers, demos for qualified prospects, or signups for a post show trial. Write it in one line and point every choice at it. Your build, your staff plan, your scripts, and your handouts should all serve this one line.

Pick the right format for your goal

• Demo first. If proof sells your product, put a demo zone in front view and keep lines short. See our Retail demonstrations overview for demo flow ideas you can adapt on a show floor.
• Meeting first. If deals move in quiet talks, anchor the booth with a small meeting corner and a scheduler role. See Trade show experiences.
• Awareness first. If you need buzz, build a quick interaction with a simple photo moment or tasting. See Engagement marketing for formats that create shareable moments.

Booth layout that moves people

Think of the booth as a short path with a start, a middle, and a finish. Each step has a clear job.

• Start. A greeter welcomes visitors, asks a short question, and points them to demo or to meetings.
• Middle. A demo or tasting that lasts under one minute. One tool, one action, one talking point per step.
• Finish. A simple ask. Book a meeting, scan for samples, or get the sell sheet. This step should be visible and easy to do.

Remove clutter. Open corners invite people. Put tall signage at the outer edge so traffic sees your name before they walk past.

Scripts that any staffer can use

Write short lines that match your goal. Keep them natural and easy to remember. Here is a simple set you can adapt.

• Greeting. “Hi, do you have one minute for a quick taste.” or “Looking for [category] solutions today.”
• Three points. A benefit in plain words, a proof note, and where to use it. Keep it under twenty seconds.
• The ask. “Would you like a sample box to test with your team. I can set delivery for next week.” or “Want to book a ten minute demo tomorrow morning.”

Staff roles that keep flow smooth

Small teams can win when roles are clear. Start with these and add only if needed.

• Greeter. Stands at the edge, qualifies with one question, and routes traffic.
• Demo lead. Runs a short proof. Talks in plain words and invites the next step.
• Scanner or scheduler. Captures lead data in seconds and books meetings on the spot.
• Producer. Keeps tools working, resets the space, and solves small problems fast.

In rush hours, the scheduler is the difference between noise and results. If you expect volume, make this a dedicated role.

Lead capture that takes seconds

Do not let forms slow you down. Use a short set of fields that the team can complete without breaking the flow.

• Name, company, role, email.
• One tag for buyer type or region.
• One checkbox for interest level.
• One free text line for a short note.

Scan badges when allowed. If the scan fails, have the four fields ready on a tablet or phone. Train staff to type the note while the visitor finishes the demo. Short habit, big payoff.

Booking meetings at the booth

Meetings set at the booth hold better than emails sent after the show. Keep a small calendar with ten or fifteen minute blocks. Offer two slots. If they say yes, book it now and send a short confirmation. For high value targets, set a quiet corner or a nearby table so the chat does not compete with floor noise.

Samples, tastes, and tools

If taste or touch sells your product, plan a fast, clean routine. Keep portions small and consistent. If you pour, pre pour small rounds. If you cook, use simple tools and one short step per dish. Keep wipes, towels, and a waste plan ready. Train staff on food safety. If you want a deeper run on sampling, see our guide on Costco roadshows for flow math you can adapt.

Creative and handouts

Most handouts end up in bags and never get read. Keep it tight.

• One page sell sheet with a strong image and three facts.
• A QR to a short landing page that loads fast and saves the key points.
• If you offer samples later, add a small form on that page with delivery options.

Daily reporting that leaders can use

Do not wait for a recap after the show. Share a short view at the end of each day.

• Total conversations, qualified leads, and meetings booked.
• Top three questions people asked. This helps fix scripts for day two.
• One photo of the booth in action. Wide view that shows flow.
• Two changes to test tomorrow. For example a new opener or a sign move.

If you want a full framework for ROI, read Experiential marketing reporting. How to measure ROI with clean data.

Follow up that lands while interest is fresh

Have the first email ready before the show starts. Send it the same day with a short note that matches the badge tag and the booth chat.

• A thank you line that recalls the demo or sample.
• One image or a short clip that shows what they saw.
• One clear next step. Book a call, request a sample box, or download a case study.

Plan a second touch two days later and a third touch one week later. Keep each touch short and useful.

Common traps to avoid

• Too much text on walls. People will not stop to read paragraphs.
• Long demos. Keep proof under one minute unless they ask for more.
• Forms that slow the line. Capture the basics, then enrich later.
• No scheduler role. Great chats die if you do not lock a time.
• No daily change. If you learn nothing new after day one, you are not listening.

Staff energy and breaks

Good energy wins on a show floor. Plan real breaks and rotate roles. Keep water and light snacks behind the booth. Short reset moments keep smiles real and scripts crisp.

Design cues that signal trust

You do not need a giant booth to feel strong. Clean lines, clear names, and tight lighting send the right message. Show real product, not just renderings. Keep bags and boxes out of sight. Fix scuffs fast with a small kit. A tidy space tells buyers that your team can deliver after the show.

Case studies to study before you build

• Glanbia trade show event. Meeting flow, scan quality, and follow up rhythm that turns interest into pipeline.
• Popchips Costco Roadshow. Proof that short demos and clean tools can scale. Useful for snack and beverage teams that show at Expo West.
• Kona Brewing. Brand feel and simple moments that make a booth inviting even in heavy traffic.

Logistics that keep stress low

Ship early to a trusted hub. Label crates in big type. Pack spare cables, tape, and cleaning tools. Walk the route from dock to booth the day before. If you need help, our Logistics team can plan storage, shipping, and setup so your crew can focus on people.

FAQ

How early should I book Expo West

Book as early as you can. Six months is common for space and hotels. Creative and staffing can run later, but earlier is calmer and gives you better choices.

How big should the booth be

Size matters less than flow. A small open space with a tight script can outperform a larger cluttered space. Start with the path you want visitors to take, then frame that path with walls and signs.

What is a good goal for meetings booked

It depends on your category and the size of your team. Pick a number that you can hit with your current crew. If you hit it early on day two, raise the bar and focus the scheduler on the best targets.

What should I give away

Give away something people use the same week. Samples or a short trial work well. Avoid heavy packs that slow people down on the floor. If you must ship, offer a simple form with verified addresses.

How do I keep the booth busy during slow hours

Use a short loop. Invite people to a two minute demo at the top of the hour. Ask partners to bring one guest. Share a quick tip on your social channel if it fits your brand voice.

Next steps

Want help shaping your next show. Start with Trade show experiences and add Engagement marketing moments that fit your story. If tasting proves your point, bring a simple demo plan from Retail demonstrations. Ready to plan. Request a proposal or Contact us. For a full list of formats, visit Services and for markets we serve, see Industries.