As we barrel towards the fourth and final quarter of 2026 , now is the time to sharpen our planning and prep for the 2027 tradeshow season ahead. Whether you participate in one critically-important big show or many, here are few things to think about your trade show strategy as you gear up for your brand’s next big event. Ready? Set? Let’s Go!
REVIEW YOUR PLAN
Objectives are the place to begin, now is the time to give your last and most recent show and marketing plan a hard look. What lessons did you learn? Are there ways in which you can streamline and trim your budget or exhibit environment? Consider some options to drive ROI and ROO. Think about using custom exhibit rentals vs. owning your exhibit. Dive in and explore effective, comprehensive pre-show marketing vs. an all or none marketing approach at the show.
SPRUCE UP YOUR DIGITAL PRESENCE
Give your message a spring awakening by taking the load off. Incorporating digital asset tactics like MEDIA SUITE into your exhibit plan means you not only open up valuable space for increased traffic flow in your environment. The environment and your prospects will thank you. What with no cost for printing and shipping of old-school literature, your bottom line will lighten up too, improving total ROI from your tradeshow program.
FRESHEN YOUR GRAPHICS AND BRANDING
Has your messaging and branding remained the same or is there something new to consider? After you peel back the layers of your last show; take it as a cue to bring in the new content and information. Remember to be fluid and flexible, appreciating that the information may change. Get the process started, considering new, different and innovative ways to wake up your environment.
EXPLORE NEW HORIZONS
If this time of year isn’t your industry’s tradeshow season, now is also an excellent time to expand your horizons. Carve out some time to take a field trip and walk through tradeshows or events outside of your industry. Be observant, with a keen eye for what looks new, and interesting, capturing your attention. It’s always a good practice to step out of your comfort zone and look for ways to take your brand, your business and your next event to the next level. Soak it up.
Planning always pays off and reaps bottom-line benefits all year long. Puts a spring in your step, doesn’t it? Get started now.
