News and Insights
How to Make an Industrial Trade Show a Success in 2026 and Beyond
September 17, 2025
As we look to 2026, the industrial trade show landscape is once again rich with opportunity. With a full calendar of global events ahead—including flagship shows like interpack—manufacturers can once again put their brands front and centre. But while the format may feel familiar, the rules of engagement have changed.
According to GlobalSpec’s 2025 report, 75% of B2B buyers plan to attend at least one trade show next year, but only 55% plan to attend two or more. That’s a drop from the 70% who were doing so just one year ago. Budget constraints and tighter teams mean fewer representatives per company—and a much more selective attendance. Buyers are still showing up, but capturing their attention on the show floor is harder than ever. That’s the challenge. But there’s also a huge opportunity.
Industrial trade shows remain one of the most effective ways to accelerate your pipeline, showcase technology in action and deepen high-value relationships with both customers and the media. In fact, as the report highlights, 29% of B2B buyers still rely on trade shows and conferences to evaluate solutions. Meanwhile, 73% of technical buyers continue to trust online trade publications and 45% engage with print. Face-to-face matters—and so does visibility across the channels before, during and after the show.
But let’s be clear: trade show success doesn’t happen by accident. It happens by design.
Strategy First, Always
For too many companies, trade show planning still begins with booth layout or giveaways. That’s the wrong place to start. The most successful exhibitors begin with strategic alignment across sales, marketing and product leadership.
What are your business goals? Is it lead volume? Product positioning? Media engagement? Define SMART—specific, measurable, assignable, realistic, time-related—objectives before you design a single graphic or book a flight. Those goals should guide every decision, from messaging and media strategy to booth design and measurement.
Understanding your audience is just as critical. Not every attendee is a buyer. Map the personas you need to reach—engineering, operations, procurement or C-suite—and build messaging that speaks directly to their needs. If you’re launching a product, make sure it’s positioned around outcomes, not just specs. This is not the time for internal jargon or generic claims.
Focus on how your solution improves productivity, reduces waste or delivers a better ROI. Plan your launch timeline far enough in advance to prime your audience and equip your sales teams.
Make Your Message Matter
Trade show halls are full of product features and sales pitches. What sets your solution apart is the value it delivers. Frame your messaging around how you solve genuine business problems—boosting productivity, reducing waste, improving ROI or supporting sustainability. Then reinforce that story consistently across your signage, presentations, press releases and social content.
From Booth to Brand Experience
Your booth isn’t a billboard. It’s a stage for conversation, interaction and storytelling. Trade show attendees want to see, touch and experience technology—not just be told about it. An open, engaging layout, hands-on demos and informed staff can turn a passing glance into a serious lead. A purposeful space invites prospects in and gives them something memorable to walk away with—whether that’s a new insight or a product experience they can’t get online.
But remember, your audience also includes the media. And here’s where many companies fall short.
Don’t Underestimate the Press
Even in the digital age, the trade media remains an essential channel—especially in the manufacturing sector. Editors and journalists are actively looking for stories, innovations and leadership perspectives to bring back to their readers. But they need to be engaged early and professionally. That means mapping out a media strategy well ahead of the event.
Tease your announcements, offer expert commentary and secure inclusion in show previews. Ensure your spokespeople are trained and ready with concise, on-message soundbites. Facilitate on-site interviews with support from experienced PR professionals. And above all, treat the press like the strategic partner they are.
Promotion Doesn’t Start (or End) at the Industrial Trade Shows
Another critical point: trade show promotion must happen in phases. The most effective campaigns build momentum before, during and after the event. Ahead of the show, use PESO strategies—paid, earned, shared and owned content—to raise awareness, secure appointments and drive booth traffic. Tease product launches through social media and email. Run geo-targeted ads to reach attendees. Invite your top prospects directly.
At the show, use live social content to amplify activity and create a buzz. QR codes can guide visitors to gated content, newsletter sign-ups or demo requests. Make your on-the-ground presence visible across digital platforms in real time.
Then, after the show, move fast. Follow up with tailored content. Share coverage, recaps and success stories. Debrief with your sales team to evaluate lead quality and prioritise follow-up. What worked? What didn’t? Feed those insights into your next plan.
Your People Make or Break It
Finally, don’t forget the human factor. Your team is your front line—and their preparation is non-negotiable. Make sure every person on the floor knows their role, understands the messaging and can confidently represent your brand. From demo leads to media spokespeople, the level of preparation and professionalism on display will directly influence the quality of conversations—and the results you take home.
2026 is a chance to lead the conversation—and deliver real business impact. Let’s make it your most successful industrial trade show season yet.
Are you ready for the 2026 trade shows? FINN Partners’ manufacturing team can help. To find out more, get in touch to discuss how we can support your PR needs.
POSTED BY: Yulia Tribrat
