The energy at trade shows – where product discovery, learning and relationship-building all come together – is unmatched. But with so much happening at once, it can be challenging to absorb everything and turn it into real value back home. In this issue, a veteran distributor who hits multiple shows each year and a leading supplier known for her company’s consistently popular booth share their go-to strategies for making every trade show more productive, purposeful and inspiring. Here’s how to get the most out of your trade show experience.

Distributor View

Corina Peacock
Founder/CEO, SpecWorks (asi/331149)

Supplier View

Jennifer Morales
Marketing Project Coordinator, Counselor Top 40 Supplier Next Level Apparel (asi/73867)

Q: How many trade shows do you exhibit at or attend each year?

Corina Peacock: About five. I usually kick off the year with a big national show, hit a midyear reset and find another in the Q4 home stretch to lock in trends and options for end-of-year programs. I always make room for a regional show – it’s fast, familiar and has just the right amount of industry nostalgia. More recently, I’ve added two international shows, which have been especially useful for supporting global clients and keeping a pulse on international trends and suppliers.

Jennifer Morales: We exhibit at five major trade shows and approximately 15 to 20 regional shows each year. The types of shows we attend range from promotional to decorative-apparel events, allowing us to connect with diverse audiences across the industry.

Q: What are your main goals at a show?

CP: To come back with more ways to add value for our clients. A big part of that is building and maintaining strong relationships with suppliers, because those connections make a real difference when timelines are tight or we need creative solutions. I’m also there to educate myself on new products, trends and decoration methods so I can make smarter recommendations.

JM: Our primary goal is to elevate awareness of our brand by sharing the care, craft and intention that go into every product we make. We focus on inspiring attendees through clear, engaging storytelling about our quality, comfort and printability. At every show, we aim to build meaningful connections and spark the kind of enthusiasm that turns blank into beloved.

Q: Which strategies or habits help you get the most value?

CP: I’m actively working on staying disciplined with my time; I tend to get pulled into great conversations, and before I know it, it’s happy hour! What helps me is going in with a game plan: a short list of must-see suppliers, specific product/decorating trends and a few target questions to ask. I set a personal rule to capture notes immediately (photos and a couple bullets) so I can use what I learn when I’m back with clients.

JM: We prioritize preparation, setting clear goals, training our team and ensuring the booth reflects our brand’s identity. After each show, we follow up promptly with leads and evaluate results to continually improve our approach.

Q: What can exhibitors do to really capture attendees’ attention?

CP: I love clear signage on what you do and why it matters, plus a focused display of best-sellers and newness. Live demos (especially decoration methods or quick product tests) stop traffic because people can actually see the difference. And make it easy to follow up: simple takeaways, a QR code that isn’t a scavenger hunt, and staff who can speak to pricing, timelines and use-cases without the hard sell.

JM: Having an engaging activation, or reinforcing activations through partner collaborations, helps drive traffic to our booth. A visually appealing booth with well-displayed imagery and neatly presented product also draws attendees in and keeps them engaged.

Q: Is there one change you’d like to see at promo shows?

CP: Recording all the education sessions and making them available on video. There are always great sessions happening at the same time, and you can’t be in two places at once. Having on-demand access afterward would let attendees absorb the content they missed – and get more long-term value from the show.

JM: We’d like to see a more uniform and efficient lead-retrieval system that provides clear tracking and reporting capabilities. Having consistent tools to measure engagement and conversions would make it easier to evaluate the true return on investment – especially within the six months following a trade show, when most business opportunities and follow-ups occur.