Trade shows offer incredible opportunities - but success doesn’t happen by luck. It happens through strategy, planning, and asking the right questions before you commit.

At Steel City Displays, we believe a great show starts long before the booth is built. These 10 questions will help your team get aligned, focused, and ready to create a booth experience that delivers.

1. What will success look like for us at this show?

Is it about qualified leads? A product launch? Press coverage? Know exactly what you're trying to achieve so your booth strategy can support it.

2. Who are we trying to attract - and how will we stand out to them?

Identify your target audience and ask: What will grab their attention? What will make them stop, engage, and remember us?

3. What story are we telling - and how will our booth tell it?

Your brand story should guide your booth design, signage, demos, and staff messaging. Every element should work together to support a single, clear message.

4.  Should we rent or buy a booth?

Do you want to rent and have lower upfront costs without having to worry about the booth after the show? Or does buying sound better with long-term savings and full creative control? Take time to figure out what is best for your company now and in the future.

5. How can we make our booth more interactive or experiential?

Think beyond banners. Live demos, digital experiences, product sampling, and tactile design elements help draw people in and keep them engaged.

6. Is our booth layout functional, open, and welcoming?

Avoid clutter and closed-off spaces. Your booth should invite people in and guide them naturally through your story or product experience.

7. Are we giving people a reason to stay (and a reason to follow up)?

Whether it’s a product experience, an expert demo, or a high-value giveaway, offer value. And make sure you're capturing leads in a way that enables follow-up.

8. Is our team trained and ready to deliver?

Great booths are only as effective as the people in them. Prep your team with talking points, demos, and lead-qualifying questions. Practice counts.

9. Are we partnering with experts to manage logistics and execution?

Shipping, install, dismantle, on-site issues - these can make or break your experience. That’s where our team comes in. We handle the details so you can focus on results.

10. Do we have a plan for post-show follow-up and ROI tracking?

What happens after the show matters just as much. Have a clear plan for following up with leads and tracking outcomes.

11. Are we giving ourselves enough time to do this right?

Start planning at least 5-6 months out. Rushed timelines lead to compromises. Give your team and your booth partner time to build something excellent.

Let’s get started

Trade show success starts with better questions and even better planning. The more intentional you are early on, the more confident you’ll be when the show opens.

At Steel City Displays, we don’t just build booths, we build show strategies. From creative ideas to logistics, we’re your end-to-end trade show partner.

Let’s create something that works as hard as you do. Reach out to start the conversation.