Expos and trade shows are high-energy environments filled with opportunities to connect, showcase your brand, and attract potential clients.
However, with so many exhibitors vying for attention, it’s important to develop a strategy that stands out in the crowd.
In this article, we’ll outline the three main booth styles we see at trade shows and share additional interactive booth ideas to help you maximize engagement.
The evolving booth landscape: what works and what doesn’t.
Over the years, booth designs and strategies have evolved, with some approaches standing out more than others.
Here's a breakdown of three popular booth types we've been seeing lately:
1. The demo booth.
These booths are all about showcasing your product in action.
They typically consist of a large screen and a setup designed to pull in a crowd.
Exhibitors set a schedule where they give demos every 15 minutes, with a brief 10-minute break in between.
This method works particularly well for tech companies, software providers, or any business with a product that benefits from visual demonstrations. Attendees can immediately see the value of your product or service.
But here's the catch: while demo booths attract attention, they can also feel a bit impersonal if not executed thoughtfully.
The key here is interaction—don’t let your booth become a one-way conversation where you're doing all the talking.
Make sure there's room for attendees to ask questions and engage directly with your product.
2. The wow factor booth.
Some exhibitors prefer to go the more extravagant route, using things like mascots, large giveaways, or unique food offerings to draw in the crowd.
These booths are typically loud, fun, and full of energy.
Whether it's a flashy costume, a special photo opportunity, or an unexpected snack that catches the eye, the goal here is to stop people in their tracks.
While these booths can be incredibly successful at drawing people in, they come with a different set of challenges.
At the end of the day, you want to ensure that attendees walk away with a genuine interest in your company and what you offer.
These types of booths are about making a lasting first impression, but follow-up is just as critical to convert that interest into real leads.
3. The expertise booth.
For companies that thrive on being the expert in a specific field, the “Ask Me Anything” booth is an excellent strategy.
Whether you’re a security specialist or a consultant on a niche topic, positioning your booth as a space for knowledgeable discussions can build trust.
These booths focus on providing value to the attendee, offering insights and expertise that they may not find anywhere else on the expo floor.
The benefit of this approach is that it fosters real conversations and credibility.
Attendees who visit your booth are likely to have a genuine interest in what you’re offering, which can lead to higher-quality leads.
However, the key here is to ensure that your team is ready to engage in meaningful conversations, answer questions, and provide value.
If done right, this booth style can position your company as a thought leader in your industry.
The downside of the plain booth.
While there’s no one-size-fits-all approach to trade show booths, one trend that’s fading out is the "plain" booth.
You know the type: a simple table with a dull drape, a few brochures, and maybe a couple of pens or chapsticks to hand out.
These booths are easy to set up but are far less likely to generate engagement.
Why?
Most attendees are scanning their badges and grabbing swag to move on to the next booth.
While lead collection can be a priority for some, it’s important to consider the quality of those leads.
The real challenge here is that once you’ve handed someone a branded giveaway, it’s easy for them to forget your company entirely.
What’s your strategy? Quality vs. quantity.
Before you decide what type of booth you want to create, you need to take a step back and assess your company's priorities.
Do you need a massive list of leads, or are you looking to have more meaningful, quality conversations?
There’s a strategy for both.
If you're focused on quantity, a more passive booth with giveaways and lead capture devices might be the route to take.
However, if your focus is on building long-term relationships and nurturing higher-quality leads, you'll want to invest in a booth experience that promotes conversation and interaction.
A simple brochure or looping video won't cut it to engage potential clients at a deeper level.
The key is to make the experience intentional for both the sponsor (you) and the attendee.
When both parties feel like they're gaining something valuable, everyone wins.
Attendees walk away with helpful insights, and your company collects high-quality leads, all while fostering a sense of genuine engagement.
Trade show booth ideas to boost engagement.
Try these 6 ideas to draw more attendees to your booth:
1. Headshot booth.
Everyone loves a free professional headshot.
It’s an asset for any attendee, whether they’re job seekers, entrepreneurs, or want to update their LinkedIn profile.
Setting up a headshot booth at your trade show provides attendees with something useful and presents a fantastic sponsorship opportunity.
Sponsors can brand the backdrop, provide touch-up stations, or offer styling tips to elevate the experience.
Bonus idea: Turn your headshot booth into a social media activation by encouraging attendees to share their new headshots with a designated hashtag.
In the evening, transform your booth into a fun photo op at your reception, making it an all-day engagement tool.
2. Offer food and beverage (F&B).
Who doesn’t love free food?
Offer snacks or drinks to encourage attendees to stop by and linger at your booth.
- Bring themed food activations, such as pancake art featuring a company logo or a regionally inspired tasting experience (e.g., whiskey tasting in Nashville, wine tasting in California, or cannolis in Boston).
- Use interactive F&B stations as networking hubs where attendees can mingle while enjoying refreshments.
3. Thoughtful giveaways: beyond the usual swag.
Did you know that 40% of corporate gifts end up in landfills?
Most event freebies have a short shelf life, with branded swag bag items quickly tossed aside.
Instead, offer giveaways that are useful and relevant to your attendees.
- Tech gadgets (portable chargers, wireless earbuds)
- High-quality notebooks, tote bags, or planners
- Sustainable travel kits (reusable utensils, compact toiletries)
- Snack boxes (curated with healthy or locally sourced treats)
Related: 10 swag bag ideas that won’t end up in the trash.
4. Have a mascot.
Mascots are making a comeback at trade shows
A fun, oversized character like a polar bear, eagle, or custom brand mascot creates a memorable photo opportunity and drives social media engagement.
It might seem like an unexpected tactic, but we’ve seen it work to draw attendees in and spark conversations.
5. Socially impactful activations.
Corporate social responsibility (CSR) is a growing trend in trade shows.
Give attendees the chance to participate in meaningful activities such as:
- Assembling backpacks for underprivileged students
- Building bicycles for a nonprofit
- Hosting a charity-driven competition where winners’ earnings go to a cause of their choice
Related: 8 corporate social responsibility event ideas for your conference.
6. Themed booths for an immersive experience.
Trade show attendees love unique and immersive experiences.
Go beyond the traditional expo booth setup and consider creating:
- A speakeasy-style lounge with hidden doors and a vintage vibe
- A “lakehouse” retreat with cozy decor and interactive elements
- A fully themed environment that aligns with your brand story (e.g., roller-skating booth staff for a fun, retro feel)
Conclusion: crafting the right strategy for your company.
When it comes to trade show and expo strategy, there's no single formula for success.
The best approach depends on your company’s goals, the product you're showcasing, and the audience you're trying to reach.
Whether you go for a demo-driven booth, a fun and engaging experience, or an expert-led space for conversation, the key is to create an environment that invites people to engage, learn, and remember your brand.
So, what’s your strategy?
Are you looking to increase your lead count or cultivate deeper connections?
Whatever your goal, make sure your booth is a space where people want to stop, talk, and learn more.
Ready to plan your next expo or trade show?
GoGather’s event experts turn your trade show vision into reality with strategic planning and seamless execution.
From booth design to attendee engagement, we handle the details so you can focus on what matters—building connections. Chat with our team today to start planning your next trade show.
