Trade shows are dynamic events that bring together industry professionals, buyers, and sellers under one roof. At these exhibitions, businesses showcase their latest products and services, network with potential clients, and gain valuable insights into market trends. However, attending a trade show can be daunting for newcomers, as the industry has its own vocabulary and jargon. Understanding trade show vocab is crucial for anyone who wants to make the most out of their experience, whether as an exhibitor or attendee. From “booth babe” to “swag”, “lead generation” to “ROI”, familiarizing yourself with the key terms will help you navigate the trade show landscape with confidence and ease.
Trade Show Vocab: A – B
Aisle
A designated pathway between rows of booths on the trade show floor. These pathways help attendees navigate the trade show and provide easy access to each booth. Aisles have a specific width to accommodate attendees in both directions, and they can be marked with tape or other visible indicators. The placement of aisles affects the flow of traffic, and organizers carefully consider their positioning to avoid congestion.
Exhibitors strategically position their booths along aisles to maximize visibility and foot traffic. Understanding the flow of trade show aisles is crucial for exhibitors to plan their booth design and marketing strategies, and to optimize their visibility and engagement with attendees. Overall, aisles play a critical role in ensuring a smooth and efficient trade show experience for all attendees and exhibitors.
Attendee List
A document that event organizers provide to exhibitors before a trade show. It contains the names and contact information of registered attendees. Exhibitors can use this list to plan their outreach and identify potential leads. The list includes the attendee’s name, company, job title, and contact information such as email and phone number.
The attendee list also provides valuable insights into the demographics and interests of attendees, allowing exhibitors to tailor their messaging and offerings accordingly. It’s essential to note that attendee lists are subject to strict privacy laws and regulations. Exhibitors must use the information responsibly and comply with privacy regulations.
Attendee Persona
A detailed profile of the ideal attendee for a company’s products or services. The persona includes information such as demographics, job titles, pain points, interests, and motivations. It helps exhibitors to tailor their messaging and offerings to the target audience. By focusing on the right attendees, exhibitors can generate high-quality leads and close more sales. An attendee persona is a useful tool for exhibitors looking to connect with potential customers and partners who are the best fit for their products or services.
Attendee
An individual who attends a trade show to learn about new products and services or to make connections. Attendees include industry professionals, potential customers, and investors, among others. They browse booths, attend conferences, network with others, and gather information on new products and services. Exhibitors need to understand attendees’ motivations and interests to engage and connect with them effectively. By tailoring their messaging and offerings to attendees’ interests, exhibitors can increase their visibility, generate leads, and close more sales. Attendees play a crucial role in the success of a trade show, and exhibitors must prioritize understanding their needs to maximize their impact.
Badge
An identification card that attendees wear to access a trade show. The event organizers provide it, and it contains the attendee’s name, company, and other identifying information. The badge ensures that only registered attendees can access the event, making it a critical element of the trade show experience. For exhibitors, badges provide a way to identify and engage with potential customers and partners. Exhibitors can quickly gather information by scanning or checking the attendee’s badge, tailoring their marketing and outreach accordingly.
Booth Display
The visual elements of an exhibitor’s booth at a trade show. These include signage, graphics, products, and design elements that attract attendees and convey the exhibitor’s brand and offerings. An effective booth display can help exhibitors stand out and attract more foot traffic. Exhibitors must consider factors like booth size, layout, and lighting to create a visually compelling experience. The booth display should align with the exhibitor’s brand identity and messaging, appealing to the target audience. Ultimately, a well-executed booth display can help exhibitors generate high-quality leads, increase brand awareness, and drive sales.
Booth Rental
The practice of renting a physical space on the trade show floor for a company’s booth. Trade show organizers offer various booth rental options, differing in size, location, and amenities. The cost can vary depending on the location, size, and services. Exhibitors should choose the booth rental that aligns with their objectives and budget to maximize their visibility and engagement with attendees. By selecting the right booth rental, exhibitors can generate leads and drive sales.
Booth Staff
The employees or representatives who work in a company’s booth at a trade show. They engage with attendees, promote the company’s brand and offerings, and generate leads and sales. Booth staff should be knowledgeable, friendly, and approachable with excellent communication and customer service skills. They must also be well-prepared and organized, having all the necessary materials and information to represent the company. Your booth staff plays a critical role in the success of a trade show, serving as the primary point of contact between the company and attendees. Companies can increase their visibility, generate high-quality leads, and drive sales by selecting and training the right booth staff.
Booth Traffic Analyzer
A tool that tracks the number of visitors to a trade show booth and their behavior while there. It provides data on metrics such as visitor demographics, time spent, and products viewed. Booth traffic analyzers use sensors or cameras to track visitor movement, offering exhibitors valuable insights into their booth’s effectiveness. By analyzing this data, exhibitors can optimize their booth design and marketing strategies to better engage attendees and generate high-quality leads.
Booth Traffic
The flow of attendees walking through the trade show floor and passing by booths. It represents the potential customer base that an exhibitor may attract to their booth. The amount of booth traffic can depend on various factors such as location, layout, and marketing efforts. High booth traffic increases the likelihood of generating leads and closing sales, making it a critical metric for exhibitors. Exhibitors can strategically position their booth, use effective marketing strategies, and create visually compelling displays to attract and engage attendees, driving high-quality leads and generating revenue.
Booth
The space assigned to a company to display its products or services at a trade show. They range from simple table displays to large, custom-built exhibits. Exhibitors use booths to showcase their brand, engage with attendees, generate leads, and drive sales. Booths can be customized to suit the exhibitor’s objectives and budget. For attendees, booths provide an opportunity to learn about new products, network, and gather information on trends and technologies.
Brand Ambassador
A representative of a company who is responsible for promoting the brand and products at a trade show. They are typically highly trained and knowledgeable about the company’s offerings, messaging, and overall brand identity. Brand ambassadors are responsible for engaging with attendees, answering questions, and promoting the company’s products and services. They may also be responsible for collecting attendee information, generating leads, and following up with potential customers after the trade show. Brand ambassadors are often outgoing, and friendly, and have excellent communication and customer service skills. By selecting and training the right brand ambassadors, companies can maximize their visibility, generate high-quality leads, and ultimately drive sales.
Branding
The process of creating a distinctive image or identity for a company or product. It involves developing a unique name, logo, design, and messaging that differentiates the company or product from competitors. Effective branding is critical for creating a strong impression on potential customers, increasing visibility, generating leads, and driving sales.
At trade shows, branding is essential for attracting attendees to a company’s booth and creating a lasting impression. By developing a strong brand identity and consistently communicating it through all marketing materials, exhibitors can establish themselves as industry leaders and create a foundation for ongoing success.
Brochure
A pamphlet or booklet that provides information about a company’s products or services. Brochures educate attendees about the company’s offerings and create interest in its products or services. They are visually appealing, with engaging design and compelling content that highlights the unique benefits and features of the company’s offerings. Brochures may include contact information and CTA to encourage attendees to engage with the company. Brochures are a powerful tool for generating leads and driving sales, providing attendees with a tangible reminder of their interaction with the company.
Business Card
A small card containing a person’s contact information that is designed to share information with other professionals. At trade shows, business cards are critical for networking and establishing meaningful connections with potential customers and partners. They include the individual’s name, title, company name, phone number, email address, and website, among other relevant details. Business cards can be customized to suit an individual’s preferences and branding, with options for different paper types, designs, and finishes. They are typically exchanged during conversations or after a successful interaction with a potential customer or partner.
Trade Show Vocab: C – E
Conference Session
A scheduled talk or presentation where attendees can learn about industry topics. These sessions are critical for trade shows, providing valuable insights and knowledge about the latest trends and technologies. Keynote speakers, industry experts, or company representatives may deliver conference sessions, covering a range of topics from product demonstrations to industry trends and best practices. Attendees can learn new skills, expand their knowledge, and network with like-minded professionals.
Cross-Selling
The practice of offering additional products or services to a customer who is already making a purchase. At trade shows, exhibitors may use cross-selling to increase sales and generate additional revenue. Exhibitors can offer related products or services that complement the initial purchase. Doing so effectively increases the average sale amount per customer and encourages repeat business.
Successful cross-selling requires a deep understanding of the customer’s needs and preferences. It also demands a clear understanding of the product offerings and how they fit together. Cross-selling is a valuable sales strategy at trade shows. It allows exhibitors to increase sales and generate additional revenue by offering complementary products or services to customers who are already making a purchase.
Custom Exhibit
A unique booth design created specifically for a company’s brand and needs. These exhibits are tailored to the individual company’s specifications, incorporating branding elements, product displays, and interactive features to create a compelling and memorable experience for trade show attendees. They can fit any budget or space requirement, from small, intimate displays to large, multi-level exhibits. Custom exhibits help companies differentiate themselves from competitors and create a strong impression on attendees. They are also useful for showcasing new products or services, generating leads, and driving sales.
Demo
A demonstration of a company’s product or service to showcase its features and benefits. At trade shows, demos can take many forms, from live demonstrations to pre-recorded videos, and can be tailored to meet the specific needs of the audience. They’re an effective tool for showcasing the unique value proposition of a product or service, as well as providing potential customers with a hands-on experience. Demos can also be used to answer questions and address concerns, helping to build trust and credibility with attendees.
Digital Marketing
The art of using digital channels like email, social media, and websites to promote a company’s products or services. It’s an effective way for companies to increase brand awareness and engage with attendees before, during, and after the event. Targeted digital marketing strategies help companies reach a wider audience and provide valuable information to potential customers. Digital marketing can also collect attendee data like email addresses and social media profiles for follow-up and ongoing marketing efforts.
Education Session
A scheduled presentation or workshop at a trade show that provides attendees with valuable information and insights into industry topics. These sessions cover a wide range of topics and are typically led by subject matter experts who can answer questions and provide a deep understanding of the topic. Education sessions help attendees gain new knowledge and skills and stay up-to-date on industry developments. Exhibitors use these sessions to establish thought leadership, showcase expertise, and connect with potential customers.
Event Analytics
The collecting and analyzing data from trade shows, such as attendance, traffic, and engagement. Exhibitors can use this data to gain insights into attendee behavior and improve their marketing strategies. Event analytics help exhibitors measure their ROI and identify areas for improvement in future events. Data collected includes attendee demographics, time spent at each booth, leads generated, and sales made.
Event Coordinator
The individual(s) responsible for planning and executing a company’s participation in a trade show or event. They work closely with the team to develop a comprehensive plan, manage budgets and vendor relationships, and oversee all activities during the event. The event coordinator ensures that the company achieves its objectives and that the event runs smoothly.
Event Marketing
Promoting products or services via trade shows, conferences, and sponsorships. This strategy lets companies engage with their target audience in person, showcase their brand and products, and build relationships with prospects. Companies use various activities such as creating booth displays, product demos, and educational sessions. Event marketing generates leads, builds brand awareness, and establishes thought leadership.
Exhibit Designer
A professional who creates engaging and effective booth designs for companies. They work with clients to develop a customized visual experience that aligns with their brand and objectives. The designer creates 3D renderings of the booth, including graphics, lighting, and interactive components, to help clients visualize the final product. They consider the flow of traffic through the booth, the placement of products, and the overall aesthetic to ensure the booth design is engaging and effective. The exhibit designer also manages the construction and installation of the booth on the trade show floor.
Exhibit Fabrication
The process of building and constructing a booth design, including custom elements like signage and displays. It involves creating detailed construction drawings that specify the materials, dimensions, and assembly instructions. Skilled craftsmen then use these drawings to build the various elements of the booth, which are assembled on the trade show floor. The fabrication process is crucial for trade show success as it ensures that the booth design is visually appealing, functional, and meets the client’s objectives. Overall, exhibit fabrication is an important aspect of trade show marketing, requiring a high level of skill and attention to detail to ensure success.
Exhibit Graphics
Visual elements of a booth, including images, logos, and text. They should be eye-catching, easy to read, and relevant to the company’s products or services. Effective graphics are consistent with the overall booth design and the company’s branding. They can be printed on various materials like fabric, vinyl, foam board, or PVC. Types of graphics include large-format prints, murals, backlit graphics, and digital displays. They play a critical role in attracting visitors to a booth, conveying the company’s message, and promoting brand awareness.
Exhibit Hall
The main area of the trade show floor. Attendees can visit and interact with different companies and their products or services. The exhibit hall is divided into aisles, which are the walkways between rows of booths. The size of the exhibit hall can vary depending on the event. It is the main attraction of the trade show, where companies showcase their brand and connect with potential customers.
Exhibit Lighting
A crucial element that impacts the success of a booth at a trade show. It involves the strategic use of lighting to enhance the booth’s design, highlight key elements, and attract attendees. Lighting can also set the tone and mood of the booth, based on the company’s branding. Effective exhibit lighting can greatly impact the overall impact and success of a booth.
Exhibit Material Handling
The logistics of shipping, receiving, and storing materials necessary for a company’s booth at the trade show. This includes ensuring that all materials are transported and stored safely and securely, as well as managing the loading and unloading of materials on-site. The process of exhibit material handling is essential for ensuring that a company’s booth is set up and ready to go for the duration of the trade show. Effective exhibit material handling can help a company save time and money, while also ensuring that all materials are available and in good condition when needed.
Exhibit Rental
The practice of renting a pre-made booth design from a vendor instead of creating a custom design. This option can be cost-effective and convenient for companies that want a professional look without the time and expense of designing and constructing a booth from scratch. Rental options may include a variety of booth sizes and styles, and vendors often provide support services such as transportation, setup, and breakdown. Companies can add their branding and graphics to the pre-made structure to create a customized look.
Exhibit Traffic
The volume of attendees who pass by or visit a booth on the trade show floor. It is a crucial metric for measuring the success of a company’s trade show presence and is often analyzed to optimize booth placement, design, and engagement strategies.
Exhibit
A designated space, typically a booth, where a company showcases its products or services at a trade show. The exhibit may include various visual and informational components, such as graphics, signage, displays, and demo stations, to attract and engage attendees.
Trade Show Vocab: F – K
Floor Manager
Individual(s) responsible for supervising the trade show floor to ensure its smooth operation. Their role encompasses various tasks, such as monitoring attendee traffic, addressing concerns and issues that arise, and coordinating with vendors and exhibitors. The floor manager is also responsible for overseeing the setup and breakdown of booths and ensuring compliance with safety regulations. They act as a point of contact for attendees and exhibitors and work closely with other event staff to ensure a successful trade show.
Floor Plan
A visual representation of the layout of the trade show floor, displaying the location of each booth.
Follow-Up Schedule
A well-organized plan to communicate with potential leads after a trade show, which includes the timing and method of communication.
Follow-Up
The crucial process of contacting leads after the trade show to maintain the conversation and increase the possibility of closing a sale.
Giveaway
A free item that a company offers to attendees to encourage them to visit their booth.
Hanging Sign
Prominent signage that hangs above a booth, suspended from the ceiling to increase visibility and attract attendees to the booth.
Hospitality Suite
A designated private space utilized by a company to conduct meetings or host events during a trade show.
Inbound Marketing
A proven strategy that involves creating valuable content to attract and engage potential customers, providing them with the information they need to make informed purchase decisions. Through tactics such as search engine optimization, social media marketing, and content marketing, inbound marketing aims to build trust and establish a relationship with potential customers, ultimately leading to increased sales and customer loyalty. By focusing on creating content that solves problems and meets the needs of potential customers, companies can position themselves as thought leaders in their industry and gain a competitive advantage.
Inline Exhibit
A common booth design that typically measures 10 feet wide and is placed in a row with other booths.
Island Exhibit
A type of booth that is large and free-standing, designed to be accessible from all sides.
Trade Show Vocab: L – O
Lead Capture
A crucial aspect of trade shows that involves collecting and tracking leads to identify potential customers.
Lead Management
The process of keeping track of leads generated at the trade show, nurturing them through effective communication, and following up with them to potentially close a sale.
Lead Nurture
The process of establishing a relationship with a lead by providing them with information and resources to aid them in making a purchasing decision over time.
Lead Qualification
The assessment of a lead’s suitability for a company’s products or services in relation to their requirements and financial resources.
Lead Retrieval
The method of gathering contact information from trade show attendees who visit a booth.
Lead Scanning
A method that involves using scanning technology to collect contact information from attendees.
Lead Scoring
A method used to evaluate a lead’s potential to convert into a customer by assigning a value based on their level of interest. This process helps to prioritize leads and determine which ones are worth pursuing.
Lead
A potential customer or prospect who has demonstrated an interest in a company’s products or services.
Marketing Automation
The use of software to automate repetitive marketing tasks, such as email campaigns and lead nurturing.
Marketing Collateral
Any printed or digital material used for promoting a company’s products or services, such as brochures, flyers, or videos.
Marketing ROI
The measurable ROI that a company gets from its marketing efforts, which can include trade show participation or any other promotional activities.
Modular Exhibit
A type of booth design that consists of interchangeable components that can be rearranged to fit various layouts for different shows.
Networking Event
A social gathering at the trade show where attendees can meet and connect with other professionals.
Networking
An essential aspect of building a successful career in any industry. It involves the act of meeting and building relationships with other professionals, which can lead to new business opportunities, job prospects, and valuable connections. At trade shows, networking can occur through a variety of channels, such as attending networking events, visiting other booths, and participating in educational sessions. Effective networking requires strong communication and interpersonal skills, as well as a willingness to invest time and effort in building relationships.
On-site Logistics
The process of organizing and managing all the activities, resources, and operations required to set up and operate a booth at a trade show. It includes tasks such as booth setup, product display, staffing, and equipment management. Proper on-site logistics management is crucial to ensuring a smooth and successful trade show experience.
Outbound Marketing
A marketing strategy that involves actively reaching out to potential customers through various methods such as cold calling, direct mail, email marketing, and advertising.
Trade Show Vocab: P – S
Pitch
A persuasive presentation or speech delivered by a representative of a company to potential customers or investors, with the aim of convincing them to buy or invest.
Post-Show Analytics
The evaluation of the trade show experience to recognize achievements and opportunities for enhancement.
Post-Show Evaluation
The promotion of a company’s participation in a trade show through various channels to generate interest and drive attendance.
Post-Show Report
The crucial process of reaching out to leads and contacts after a trade show to continue the conversation and potentially close a sale. It involves contacting leads via email, phone, or other communication methods to remind them of your product or service and continue the relationship that was established during the trade show. Effective post-show follow-up helps maintain the momentum generated by the event and can lead to increased sales and business opportunities.
Pre-Show Meeting
A detailed analysis of a company’s performance at a trade show, including metrics such as leads generated, sales made, and overall return on investment. The report is used to identify areas for improvement and to make strategic decisions for future trade shows. It typically includes a summary of the company’s goals, a breakdown of expenses, and an evaluation of the effectiveness of marketing and sales strategies used at the show. Post-show reports are a valuable tool for assessing the success of a trade show and for making data-driven decisions to improve future performance.
Pre-Show Planning
The process of preparing for a trade show before it takes place. This includes setting goals, designing a booth, preparing marketing materials, and coordinating logistics. It involves careful consideration and organization to ensure that the company’s presence at the trade show is effective and successful. Effective pre-show planning is crucial to maximizing return on investment and achieving business objectives.
Pre-Show Promotion
Marketing activities that take place before a trade show, with the goal of generating interest and increasing attendance.
Press Conference
A planned event where a company presents news or reveals a new product to members of the media.
Press Kit
A package of materials that a company provides to journalists at the trade show.
Press Release
A formal statement made by a company to the media, announcing news or updates about their products or services.
Product Launch
The unveiling of a new product at a trade show.
Promotional Products
Tangible items featuring a company’s branding and given away as a means of promoting their products or services. Examples of promotional products include pens, mugs, tote bags, and other items that are useful to the recipient and help to increase brand awareness for the company. These products are often distributed at trade shows, conferences, and other events where the company has a presence. By providing these items to attendees, companies can create a lasting impression and increase the chances of generating leads or sales.
ROI Calculator
A useful tool that enables exhibitors to measure their ROI for participating in a trade show.
Return on Investment (ROI)
A financial metric used to evaluate the profitability of an investment. It is commonly used to measure the success of exhibiting at a trade show, by comparing the amount of money invested in the show to the amount of revenue generated as a result.
Sales Collateral
The marketing materials that salespeople use to support the sales process. It includes items such as brochures, flyers, product samples, and more. These materials are designed to provide potential customers with more information about a product or service, and to persuade them to make a purchase. Sales collateral can be used in a variety of settings, such as at trade shows, in sales meetings, or as part of an overall marketing campaign.
Sales Cycle
The duration from the first contact with a potential customer or lead to the final purchase decision.
Sales Funnel
The process of converting a lead’s initial interest in a product or service to a closed sale through a series of steps or stages, often starting with awareness and ending with a final decision.
Sales Pipeline
The process of tracking potential customers, known as leads, as they move through various stages of the sales funnel, from initial contact to final purchase. The pipeline helps sales teams to keep track of each lead and identify which leads require additional attention or nurturing to progress further through the funnel.
Sponsorship Package
A bundle of promotional opportunities that the event organizers to sponsors. These opportunities may include sponsor logos on event materials or signage.
Sponsorship
The practice of paying for a trade show opportunity, such as sponsoring a keynote speaker or providing branded items.
Swag Bag
A bag that is distributed to event attendees, usually at no cost; typically contains a collection of promotional items from various companies.
Swag
Free branded items that are given away at a trade show booth, such as pens, keychains, or T-shirts.
Trade Show Vocab: T – Z
Trade Show Specialist
A professional with expertise in trade show marketing who can help companies plan and execute their trade show strategy.
Trade Show Staffing
The selection and training of employees or contractors to work in a company’s booth at the trade show.
Traffic Builder
An activity or event designed to attract attendees to a booth, such as a game or a giveaway.
Upselling
A sales technique that involves offering customers a more advanced or higher-priced version of a product or service they are interested in. The goal is to increase the total value of the sale and potentially increase customer satisfaction by providing them with a better solution.
Virtual Booth
A digital version of a company’s booth at a trade show, complete with interactive features such as chat and video. It allows exhibitors to showcase their products or services, engage with attendees, and generate leads in a virtual environment. Virtual booths have become more prevalent due to the shift to online events, offering a convenient and cost-effective alternative to traditional trade shows. They can also provide analytics and data on attendee engagement and behavior, allowing exhibitors to optimize their virtual presence for maximum impact.
Virtual Event Platform
The digital software or service that is utilized to facilitate and participate in virtual trade shows and events.
Virtual Trade Show
An internet-based event that emulates the experience of an in-person trade show, often with virtual booths and webinars.
Pingback: Are Trade Shows Still Relevant? What You Need to Know