Maximizing your experience at trade shows: tips and etiquette for attendees

I was walking to the Golf Course Industry booth at the Carolinas GCSA Conference and Trade Show when publisher and editor-in-chief Guy Cipriano put me on the spot for some quick hitters regarding etiquette at trade shows.

Education and trade shows are a hub of opportunity — new connections, cutting-edge products and invaluable industry insights. Yet many attendees leave feeling overwhelmed, with scattered business cards and no clear results. Why? The sheer volume of booths, conversations and events can be hard to navigate without a clear strategy.

Imagine this: You walk into a bustling trade show. Rows of exhibitors catch your eye, giveaways are everywhere and conversations flow freely. You spend hours moving from booth to booth, collecting brochures and promotional items, but at the end of the day, you struggle to recall who you met or how the products you saw align with your goals.

Without preparation, meaningful engagement and follow-up, trade show attendance can feel like an expensive, time-consuming exercise that yields minimal return on investment.

To avoid falling into the chaos trap, you need a clear strategy built around three key principles: preparation, engagement and follow-up. The goal is to focus your time and energy on activities that deliver value while presenting yourself as a professional to vendors and peers.

Preparation

The key to a successful trade show experience begins before you even set foot in the venue. Start by reviewing the event’s agenda, exhibitor list and floor plan. Identify the companies and products you’re most interested in and create a prioritized list of booths to visit.

Many trade shows offer apps or online portals where you can schedule meetings with exhibitors or speakers. Take advantage of these tools to secure time with key contacts, especially for popular vendors.

Set goals for yourself. Are you looking to discover innovative solutions, build new vendor relationships or benchmark your competitors? Identify your top three priorities.

While trade shows often have a more casual atmosphere than formal conferences, professionalism should remain your priority:

• Silence your phone: Keep distractions to a minimum and avoid answering calls while engaging with vendors.
• Follow traffic flow: Be mindful of aisle traffic and avoid blocking pathways while chatting or browsing booths.
• Stay positive: Approach every interaction with enthusiasm and curiosity. Even if a booth isn’t relevant to your needs, be courteous and thank the staff for their time.
• Dress appropriately: When packing for the event, dress appropriately — business casual or professional attire is usually ideal. Comfortable shoes are a must, as you’ll likely be on your feet for hours. 
• Pack well: Bring plenty of business cards, a notebook or device for taking notes, and a lightweight bag for collecting brochures or samples.

Engagement

Once at the trade show, it’s time to put your preparation into action. 

Exhibitors are there to engage with as many potential customers as possible. Be respectful of their time by clearly introducing yourself, explaining your interest in their products or services, and asking thoughtful questions. If a booth is busy, wait patiently for your turn or return later.

Promotional items can be tempting but avoid grabbing freebies without engaging with the booth staff. Instead, focus on meaningful interactions, and only take items that are genuinely useful or relevant to you.

With so much happening, it’s easy to lose track of details. Keep a list of the booths you visit and jot down key takeaways from conversations. This will make follow-ups much easier after the event.

Follow-up

After the trade show, the real work begins. Review your collected business cards and notes to identify high-priority follow-ups. Send thank-you emails to vendors and connections, referencing specific conversations to demonstrate your interest and professionalism.

If you discovered a product or service that could benefit your organization, share your findings with your team. This not only positions you as proactive but also ensures the knowledge gained at the event has a broader impact.

Finally, evaluate the event itself. What went well? What could you improve next time? This reflection will help you refine your approach for future trade shows.

Attending trade shows is more than just walking the exhibit floor, grabbing a bunch of free handouts, and being overwhelmed and unproductive. By addressing the chaos with a clear solution and actionable steps, you can maximize the value of every event you attend. You’ll also be better prepared to think quickly on your feet when a savvy industry veteran puts you on the spot!

Tyler Bloom is the founder of the talent acquisition and workforce development firm Tyler Bloom Consulting and a former golf course superintendent.