How Show Managers Can Make Their Event Stand Out From the Rest

Hosting a successful trade show is a matter of having a well organized team that puts together a great experience for exhibitors and the public alike. Effective show managers can take several steps to make their events stand out from others in the industry, and gain more partnerships in the process.

ROME ITALY APRIL 1st: Video of people visiting stands at Photoshow international photo and digital imaging exhibition on April 1st 2012 in Rome Italy. Photoshow had this year an influx of 65000 visitors in just four days.


Communication is the key to a successful exhibition event. It is important that you make the plans for your show known and that you invite important players in your industry to take part. Once a plan is set in place, make sure that you keep all of the affected parties up to date on developments as the show date approaches, so that they have all the tools and information they need to make the most of the experience.

In addition to communicating with trade show participants and the planning team, it is also important to communicate with the people who are expected to attend your show! Planning effective advertising and marketing for your event will be key to drawing visitors in. This includes information about the vendors who will be there, the product demonstrations that will take place, and any special events or guests that will attract attention.


Building Partnerships and Networking

Naturally, the whole purpose of trade shows is to provide a venue for successful networking among industry professionals. However, for show managers, the networking begins before the show ever takes place. Having a productive trade show event means that you will need to partner with some very important businesses and organizations to get the support you need. Depending on your industry, there may be professional organizations that are happy to assist you with advertising your event or even sponsor you. If you happen to have a partner with space to host your event, or with access to tables, chairs, PA systems or other important infrastructure, you will be able to save on overhead costs and make the event more manageable. In many cases those companies want to partner with you because it provides additional advertising for their own services, but first you need to reach out and make those connections happen.


The most important factor in making your trade show stand out from all the rest is the amount of research you put in during the planning phase. Hosting your event in a location that gets a lot of attention and is easily accessible is very important. Timing your event so that it isn’t competing with other similar shows is also important. Lastly, paying attention to what other trade show managers are doing, and providing the services that they have missed, can make a huge difference. In many cases, trade show attendees take to the internet to discuss the highs and lows of their trade show experiences. Learning about what they want will help you design a show that exceeds expectations. Pay close attention to the things that seem to be missing from other shows, and find a way to fill those gaps.


Designing a trade show is a puzzle that needs to include a healthy amount of forethought and planning before implementation. The best trade shows are the ones that are perfectly timed, widely accessible and that draw the biggest and best presenters in the industry. People will be drawn to events where they believe they will be getting the absolute latest in industry news, while also gaining access to the very companies that set the standards. Providing that experience will make your trade show an irreplaceable marketing opportunity for vendors, exhibitors and up and coming businesses.