As a promotional product company with a creative in-house team, it’s imperative we stay in the know about new products, services and practices in the industry. Thus, our marketing team regularly visit trade show in different countries.
However, attending trade shows is only part of the equation. Many brands walk away with photos, catalogues, and contacts, but struggle to turn those ideas into real, market-ready products.
With our firsthand experience of the chaotic and hectic yet creative and full of opportunities time in trade shows, we’ve compiled a list of the top 5 industry secrets to get the most out of your trade show visits. Let’s get this started.
Need to Skim? Key Takeaways
- Trade shows are powerful for sourcing and idea generation
- Preparation and planning drive better results
- Product evaluation is critical for success
- Networking builds long-term partnerships
- Execution after the show determines ROI
Table of Contents
Why Trade Shows Still Matter for Brands
Despite the rise of digital sourcing, trade shows still offer something unique: physical interaction with products and direct conversations with suppliers.
For brand managers and marketers, trade shows help you:
- Discover new product ideas before they reach the mainstream
- Evaluate quality firsthand instead of relying on online images
- Compare suppliers quickly across multiple booths
- Spot emerging trends in packaging, materials, and design
- Benchmark competitors and understand positioning
The key difference is this:
👉 Some brands attend trade shows casually.
👉 Others treat them as a strategic sourcing and innovation tool.
What Are the Secrets to A Successful Trade Show Visit?
1. Choose the right trade show.
Right from the get-go, it can be overwhelming to know what trade show you should visit.
First of all, whatever the country or the market you’re targeting to visit, there are usually trade shows for every kind of product category. Thus, you must first decide this product category you would want to visit. After that, you can decide what trade show you will attend and how long you will spend visiting them.
If you are looking for the biggest international fairs in Hong Kong, we suggest you have a look at the Hong Kong Trade & Development Council website. On the other hand, for international shows, you check the general listings on the Events Eye website.
To ultimately decide, you must take into consideration where your clients, suppliers and competitors are going and be sure to evaluate. In the same vein, it can also benefit you to think about trade shows that’ll open up new markets and help you trailblaze.
2. Get your trade show backpack ready.
Once you’ve selected the trade show you want to visit, the next thing you need is to anticipate your time in the trade show and prepare accordingly. We listed here some general necessities to cover your trade show bases and make sure you don’t forget anything.
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Badge
Badges are important because they allow you to enter the trade show and should be at the top of your list. We advise you to get your badge in advance or apply for it online to avoid wasting the precious time you should be using to visit the trade show.
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Bag
Since it’s a trade show, you will get a lot of catalogues and samples during your visit. It’s very important to keep everything. Our team keep a trade show bag and a trade show trolley bag. Then, depending on how many catalogues we expect to take, we choose which bag to take.
We suggest you use a small trolley bag. If you don’t have any bags to carry with you, you can look around and try to find a booth giving away shopping bags. There is always one, based on our regular visits.
Another option is to get one directly from the duty-free shops at the airport. Through our numerous visits, we guarantee whiskey brands are always offering bags as gift with purchase.
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Camera
A trade show has a lot of interesting items. To be sure you remember everything, we strongly recommend bringing a camera (or using your smartphone) to take as many pictures as you can.
ODM also takes a lot of videos of cool promotional items when the pictures are not clear enough. We usually take videos while walking through the halls, but we suggest you make smooth movements so the video will be pleasant to watch.
If you need to do so, remember to hold your camera/phone horizontally. This way, your video will match the 16/9 (wide screen) standard. Check out videos of trade shows we’ve visited in the past in our ODM Group account.
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Notebook with Pen:
A notebook will be very useful to write down booth numbers and some comments about the pictures you’ve taken. You can also staple some business cards on it.
If you ever forget one, don’t worry, since some companies will give out promotional notebooks at their booths.
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Name cards
As a general rule, remember that you will need to show a name card to get a catalogue. We suggest you bring at least 30 business cards with you every day of the trade show. Another smart option is to create a custom stamp with your details on it.
3. Get a full picture of the trade show floor.
Proper time management will make or break your entire trade show visit. Therefore, it’s important to allot manage time based on your planned stay. If you plan to visit a big international fair in one day, or if you stay for 3 days, your “strategy” will not be the same.
If you only have one day to spend at a fair, then you better check the list of exhibitors before or use the search engines on the organiser’s website to know exactly which booth you absolutely want to visit. We suggest you visit them early in the morning. This way, you have the full day to walk around the different halls and maybe find some other interesting ideas.
This changes when you can spend 2 days or more at the trade show. If that’s the case, we suggest you walk through all the booths very quickly on the first day to have a good overview of the products exhibited. You can simply write the booth numbers of the promotional products you’re interested in and come back the day after to spend more time on each selected booth. It allows you to keep control of your time as you know how many booths you will have to visit in the next day/s so you know how long you can stay at each one.
4. Socialise.
Most trade shows have a wide range of activities planned around the main event. For this, we recommend you to check out the list of seminars and attend at least 1 that might interest you. You should also visit the opening ceremony for networking opportunities. Then, check the trade events while socialising with suppliers, clients & competitors.
Apart from the products and services, trade shows are an invaluable arena for social interaction. You must make the most of this chance to meet your industry peers and strike up some friendships.
5. The day after: Organize.
After the hectic trade show days, the next mountain you need to climb is to take note of all the contacts, products, and potential business partners. You can compile them all in an Excel file for ease of access.
Turning Trade Show Ideas Into Real Campaigns
Many brands leave trade shows with great ideas but struggle to execute them.
Common challenges include:
- Inconsistent product quality
- Communication gaps with suppliers
- Delays in production timelines
The process typically involves:
Concept → Sampling → Production → Quality Control → Delivery
Without proper coordination, this process can quickly become complex.
Trade Show Product Ideas That Attract Attention
Trade shows are not just about sourcing. They are also where brands discover what works in real marketing campaigns.
Some of the most effective product categories include:
- Branded giveaways
Practical items that visitors keep and use regularly - Custom packaging
Unique packaging that enhances perceived value - POS displays
Eye-catching displays designed to stand out in retail environments - Interactive products
Items that engage users and create memorable experiences
These are the types of products that often move from trade show discovery → campaign execution.
How ODM Supports Your Trade Show Projects
Trade shows create ideas. Execution is where most brands face challenges.
At ODM, we support brands through the entire process:
Here are more of our trade show visits to get more insight about your own plan:
Are you planning to visit a trade show in China? If so, we prepared this blog to help you prepare for that! Here are tips to help you before, during and after the trade show. Plus some questions to keep in mind when trying tor find a supplier in the exhibit.
More than 520 companies from 19 countries gathered in this huge Vietnam trade show! With some of the best plastic manufacturers and suppliers, it’s a must-visit trade show if you’re looking to work with the plastic industry.
Known as China Gift and Home Furnishing Flagship Exhibition, Shenzhen Gift Fair is a bustling trade show that mainly focuses on business, promotional and annual festival welfare gifts as well as fashionable household products, bonus membership gifts and cosmetic products. Learn more here:
If you’re interested to launch your own trade show, here are some tips to learn from the remarkable Mastercard Cube’s outdoor branding event. Check out all details here:
To Put It All Together,
Visiting a trade show is a daunting task and its success will largely depend on your preparedness. Make sure to anticipate any possible situations you will face and prepare accordingly. You must be extra aware of your time and purpose so you can maximise the benefits you can reap on this travel.
The ODM Group has been in the industry for decades and is well experienced with its trends. Much like these industry secrets, we also offer a wide range of services that range from brainstorming with your brand, designing branded merchandise with our creative team, and manufacturing eco-friendly packaging and creative point-of-sale displays.
Contact us today!
Explore our promotional products
FAQs
What are trade shows used for?
Trade shows are used to discover products, meet suppliers, and explore new market trends.
How do you prepare for trade shows?
Set clear goals, shortlist exhibitors, and prepare tools to capture and evaluate ideas.
How can brands get ROI from trade shows?
By focusing on product evaluation, supplier selection, and fast follow-up after the event.
What products work best at trade shows?
Branded giveaways, packaging, POS displays, and interactive products tend to perform well.
How do you choose the right trade show?
Select events based on your industry, target market, and sourcing objectives.
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