Tips for Conquering Trade Show Season

The pandemic-induced pause in trade shows led to significant challenges for businesses in the print industry, including reduced new business, difficulties in establishing customer relationships and staying abreast of industry trends. According to Statista,the B2B trade show market in the United States was forecast to reach US$11.8 billion in 2023, an increase of roughly 16% compared to the previous year. Due to the impact of the coronavirus outbreak, the industry saw a sharp decline to US$3.9 billion in 2020. Although it will keep growing in the next years, it is not forecast to recover to pre-pandemic levels until 2027.

The 2024 trade show calendar is packed with key events, most notably, Drupa 2024, which returns to Düsseldorf after eight long years. This year’s lineup includes FESPA Global Print Expo in Amsterdam and Dscoop Edge Indy Conference—both of have already come and gone. In April, Montreal hosted the 42nd Gala Gutenberg, showcasing excellence in print, while summer and fall feature specialized events like LABELEXPO AMERICAS in Chicago, PRINTING United Expo in Las Vegas, Sign Expo Canada in Toronto, and the Xplor CCM Summit in Orlando, each offering unique opportunities for networking, learning, and industry advancements.

With the 2024 trade show season underway, it’s crucial for professionals in the print industry to gear up for the array of opportunities that these events present, explore the latest innovations, shake hands, exchange business cards and connect with old (and new) friends. Navigating this landscape requires a blend of preparation, strategic engagement, and resilience.

Whether you’re planning your first trade show ever—or simply the first in a while—sit back, get comfortable and get ready to conquer your next event.

The show floor opens in 5, 4, 3, 2, GO!

The Ultimate Trade Show Survival Checklist

Packed with essential tips, this checklist is your secret weapon for an easier, more productive trade show journey, no matter your level of experience.

1. Know where the bathrooms are on the trade show floor. Need I say more?
2. Have plenty of business cards on hand. Tip: keep a stash in your name badge holder for quick access to pristine cards.
3. Stay hydrated. Aim for 6–8 glasses of water. And yes, this is why tip #1 exists.
4. This means your lips too. Keep Chap Stick/lipstick on hand.
5. And your throat. Throw a pack of lozenges in your bag or pick them up at the airport.
6. Beer doesn’t count (and you’ll still need to know where the bathrooms are).
7. Wear comfortable shoes. If you must wear dress shoes or heels, throw on a pair of flip flops or sneakers when you’re not “on duty” and give your feet a break.
8. Pack blister Band Aids. See #7.
9. Get some fresh air. Take a few deep cleansing breaths. Count to 10. Do it again. Your brain will say thank you.
10. Fuel up on as many fresh fruits, nuts and veggies during the day as possible. Make a run to a local Walgreens or CVS. Many now have already cut up fruit and veggies bagged and ready to go.
11. Keep your breath fresh, your hands clean. Yup, this means mints and hand sanitizer.
12. Throw some deodorant and a comb/brush into your bag while you’re at it. You might not get a chance to go back to your room and freshen up.
13. Have your phone charger (or a portable battery charger) available at all times. And pack a couple of AA batteries for your mouse. If you’re traveling abroad, bring adapters.
14. Know where you’re staying! Grab a business card from the front desk. Put the address in your phone. Take a picture of the front entrance. Write it on your hand. It doesn’t matter how you do it, just make sure you know where your hotel (or Airbnb) is!
15. Last but not least…Say thank you. A lot of people have worked tirelessly behind the scenes to make the event a success. When you see the show staff running around, take a minute to thank them.

Read in full: How to Conquer Trade Show Season – written exclusively for WhatTheyThink*

*Requires membership