How to Plan for a Successful
Trade Show or Event

Is Your Business Ready for Its Next Trade Show?

Trade shows and events are prime opportunities for Alberta businesses to generate leads, boost brand recognition and engage directly with potential customers. But just booking a booth isn’t enough – without a strong plan, you risk blending into the background while competitors attract all the attention.

Any successful trade show and event requires careful preparation – from choosing the right trade show displays and event signage to having engaging giveaways and well-trained staff. Whether you’re exhibiting at Calgary’s BMO Centre, Edmonton EXPO Centre or a business showcase in Leduc or Lacombe, this guide will help you make the right decisions and maximise your trade show investment.

Step 1: Create a Trade Show Strategy

Jumping into a trade show without a clear plan can lead to wasted opportunities. Before investing in displays, marketing materials or giveaways, take the time to define your trade show goals and set a strategy that ensures your success.

• What is your main objective? Are you aiming to increase brand awareness, generate leads, network with industry professionals or launch a new product?
• Who is your target audience? Understanding who you want to attract helps tailor your messaging, booth design and promotional items.
• How will you measure success? Whether it’s collected leads, scheduled follow-ups or sales inquiries, setting clear metrics will help evaluate your trade show ROI.

Example: If you’re a tech startup showcasing a new software solution at the Calgary Telus Convention Centre, your focus may be booking product demos and securing investor meetings. If you’re a construction supplier exhibiting at a Red Deer trade show, your goal might be to connect with contractors and secure bulk orders.

Tip: Research the event ahead of time – know the venue layout, attendee demographics and key competitors so you can position your booth strategically.

Step 2: Invest in High-Impact Trade Show Displays & Signage

Your booth setup is the first thing attendees notice, and well-designed trade show displays and event signs can make or break your presence. The right setup attracts visitors, reinforces branding and encourages engagement.

But your branding shouldn’t just start at the booth – it should be visible before attendees even enter the venue. Custom vehicle graphics on company cars, trucks and trailers help reinforce your presence outside the event space, ensuring attendees recognise your brand before they step inside.

Must-Have Trade Show Displays & Event Signage

• Custom Backdrops & Booth Displays – A bold, professional backdrop creates a strong brand presence in crowded trade show environments.
• Pop-Up & Retractable Banners – Perfect for promoting services or offers, these are easy to transport and set up.
• Hanging Displays & Overhead Signage – Ensure your booth is visible from across the venue, guiding attendees to your location.
• Table Covers & Branded Signage – A simple way to make your booth look polished and professional while reinforcing brand identity.
• Directional & Floor Graphics – Lead foot traffic directly to your booth, especially in large event spaces.
• Vehicle Graphics – Branded company vehicles are essentially well places signs outside the venue build awareness before attendees even walk in, reinforcing your brand presence.

Example: At a business expo in Edmonton, a company specialising in custom home renovations might use a large branded backdrop as one of their trade show signs with stunning before-and-after project images to attract attendees. Meanwhile, a Wetaskiwin based automotive supplier might focus on floor graphics leading visitors from the entrance to their booth, increasing foot traffic significantly.

Tip: Make sure your trade show display aligns with your overall brand identity – consistent colours, fonts and messaging make a lasting impression.

Step 3: Stock Up on Printed Marketing Materials

Trade shows are fast-paced, and not every visitor will be ready to buy on the spot. That’s why you need more than custom signs. Having printed marketing materials is essential. These materials keep your brand in front of potential customers even after the event ends.

Key Print Materials for Trade Shows:

• Business Cards – A trade show staple—ensure yours are well-designed and high quality to stand out.
• Brochures & Flyers – Provide clear, concise information about your company, services, or products.
• Catalogs & Booklets – If you sell multiple products or services, a printed catalog makes it easy for prospects to browse later.
• Magnets – Everyone needs magnets for display various documents and photos on their refridgerators, and the best part is that everytime they look at those items they'll also see be looking at your brand.

Example: A Lacombe based retail business exhibiting at a trade show could include QR codes on all their flyers, linking to a special landing page where attendees could claim a discount on their first purchase.

Tip: Make it easy for attendees to follow up—QR codes on brochures and business cards can direct them to a website, social media, or exclusive trade show offer.

Step 4: Boost Engagement with Promotional Items & Giveaways

Everyone loves free swag, but the best promotional items are practical and memorable. Choose giveaways that align with your brand and offer long-term visibility.

Top Trade Show Giveaway Ideas:

• Branded Bags – A practical item that doubles as mobile advertising when carried around the venue.
• Custom Pens & Notebooks – Budget-friendly and always useful.
• Tech Accessories (USB Drives, Phone Stands, Power Banks) – Highly desirable and frequently used, keeping your brand visible.
• Branded Drinkware (Water Bottles, Tumblers, Coffee Mugs) – Eco-friendly, high-retention items perfect for visibility.
• Apparel (Branded Hats, T-Shirts, Socks) – Attendees wearing your brand = free advertising.

Example: A Red Deer construction company could offer custom-branded work gloves as a giveaway, ensuring their logo stayed in front of potential customers for months.

Tip: Tier your giveaways—general visitors get smaller items, while serious leads get premium swag like apparel or tech gadgets.

Step 5: Dress for Success with Branded Corporate Apparel

Your booth staff should be easily recognizable, professional, and approachable. Branded corporate apparel adds credibility and reinforces your company’s identity at events.

Best Apparel Options for Staff at Trade Shows & Events:

• Branded Polo Shirts & Button-Ups – A polished, professional look while keeping staff comfortable.
• Custom Jackets & Hoodies – Ideal for outdoor events or colder venues.
• Caps & Hats – Adds a casual but branded touch.
• Matching Name Tags – Helps attendees easily identify booth representatives.

Example: A Leduc agricultural business would be smart to outfit their trade show team with branded vests—keeping staff comfortable while reinforcing their rugged, outdoorsy brand image.

Tip: Your team should be trained to engage with attendees effectively—a professional look is only as good as the conversations it leads to.

Step 6: Maintain Brand Consistency Across All Signage

Your trade show booth, marketing materials and event signage should match the design, colours and style of your existing business signs. Whether it's your building signage, outdoor business signs or interior branding, maintaining a cohesive look strengthens brand recognition.

• Ensure trade show displays align with the branding of your storefront signage for a seamless customer experience.
• Use the same fonts, colours and design elements across booth displays, printed materials and promotional items.
• Keep consistency in messaging – your trade show presence should reinforce your existing marketing efforts.

Example: A Leduc based retail company would ensure their trade show booth matched the branding of their storefront signage, creating a familiar experience for customers who recognised them from their local shop.

Pro Tip: Brand consistency builds trust – when your signage looks uniform across all platforms, it strengthens your business identity.

Final Thoughts: Is Your Business Ready for Trade Show & Event Success?

Trade shows and events offer huge potential, but preparation is key. By investing in the right trade show displays, event signage, printed materials, promotional items and branded apparel, your business can maximise visibility, attract quality leads and make a lasting impression across Alberta.

At Strand360, our Alberta Sign Shop businesses stand out at trade shows across Calgary, Edmonton, Red Deer and beyond with custom trade show solutions.

Need a trade show setup that gets results?

Contact us today to discuss your signage and display needs!

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