The Three B's of A Successful Trade Show

Posted by Kelsey Miner on Aug 1, 2017 11:15:00 AM

With over 20 years of experience in the exhibiting arena, we discovered that there are three Bs that lead to trade show success...


Your brand is more than just your logo, it’s the essence of your company – the culture, products, benefits and people. You need to communicate your brand story with your audience in a clear, impactful and engaging way. The H&P team will help you bring your brand to life.                                

TIP: Your brand needs to be prominent and consistent throughout your exhibiting strategy – from mailers and promotional items, to booth design and everything in between. H&P can help you stay on brand, every step of the way!

In an EXHIBITOR2014 survey, the number one reason cited for exhibiting was
“Brand Presence” and the number one benefit was “Perception as an industry leader.”

What benefits does your brand deliver? Your audience wants to know what your product or service can do for them. Don’t be shy! Be direct and communicate the specific needs that your brand fulfills.

TIP: Use messaging, images and structural design to instantly communicate the benefits of your brand. At H&P, we create custom branded environments that allow attendees to experience the benefits first-hand.


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You should set a realistic budget for what you want to accomplish in your exhibit program. By working with H&P, we can strategize on the best way to spend your trade show dollars to make the biggest impact. We’ll find the right solutions to fit your needs and your budget.

TIP: To get started, think about these questions…

  • What is the size of your booth space?
  • Do you need areas for selling conversations/meeting space?
  • Areas for demonstrations? Presentations? Product display?
  • Do you exhibit at multiple shows?
  • Is there one big focus/theme?
  • Do you need help strategizing? Or just executing?

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Topics: Brand Experience