Craft fairs and trade shows are perfect for growing your brand, generating leads, and boosting sales. However, it’s easy to feel like a small fish in a big pond when you’re struggling to engage with potential customers.
Ready for your art to speak for itself? We’ve got you covered with these seven easy, effective ways to engage customers at trade shows using interactive experiences, unique displays, and more.
More trade shows on your calendar? Here’s what you need to know:
Why Booth Engagement is Harder Than It Seems
Interacting with customers involves more than having a busy booth. 74% of trade show attendees say engaging with exhibitors through experiences like interactive displays or live demos makes them more likely to buy a product. So, what makes engagement so difficult (and so important)?
- Overcrowding: With dozens (or hundreds) of booths on display, it’s easy to blend in with the crowd and miss your chance to make an impact.
- Lack of strategy: Even the most unique booths can miss their shot at keeping a customer’s attention when they lack a clear plan for turning curiosity into conversion.
- Time pressure: There is a limited amount of time to talk to prospective customers. The sooner you can grab their attention and retain it, the better.
- Event type: Some events may not be the right fit for your target audience. Research the events you want to attend, and watch out for these event red flags.
The trick to turning fleeting glances into lasting impressions is an interactive experience that invites visitors to connect with your brand on a personal level. The best part? It takes less time and money than you’d think.
From interactive displays to must-have credentials, we’re here to help with trade show booth engagement ideas you can try as early as your next event.
Expert Tip:
“My best tip for connecting with customers is just to be real and genuine. When someone stops by my booth, I give them space to explore, then I’ll greet them warmly and show how my play mats work and explain how they can make travel a little easier (and a lot more fun) for their kids. I usually share how the ideas came from my own experience traveling with busy toddlers—because I’ve been there, too!”
– Sarah Omura, owner of SO Handmade and ACT policyholder
1. Create Interactive Experiences
Hands-on experiences are more memorable than a static booth. Guests stay engaged longer, giving you a higher chance of building a relationship and capturing a sale. You can easily rent the tech you need and test it beforehand to ensure it’s user-friendly.
Craft and Trade Show Booth Activities
- Art walls: Showcase your work and invite creativity from guests with color-by-number murals or digital art installations like virtual graffiti walls
- Crafting stations: Craft show activities are tangible reminders of your booth. Set up a “make-and-take” station with a simple, guided craft for kids and adults
- Touchscreen kiosks: Visitors can sign up for emails, take surveys, and explore digital product catalogs at their own pace
Accidents happen. If a virtual experience leads to a real-life trip and fall, you could be liable for the cost of damages. Booth insurance protects you from worry, so you can focus on engaging with your customers.
2. Use Giveaways and Contests to Spark Interest
Want to really draw people in? Offer them free stuff! Or better yet, make them compete for it. Statistics show that giveaways and freebies attract the attention of more than half of event attendees. Because free handouts do little for your business, go a step further by hosting contests or games for prizes.
Trade Show Booth Game Ideas
- Guessing game: Fill a clear container with beads, candy, or other small items. Ask visitors to guess how many are in the jar and provide their contact info for a chance to win a big prize such as a best-seller from your collection or a gift set.
- Jumbo board game: If you have the space, oversized games of chess, Jenga, or Tic-tac-toe are hard to pass up. Bonus points if you design board games or make the pieces yourself.
- Prize wheel: Capture their attention with a big spinning prize wheel complete with discounts, branded swag, or special offers.
- Scavenger hunt: Take guests beyond the booth to find hidden items or clues. The first three people to return to the booth earn a prize.
Expert Tip:
“We do a free sampler kit drawing with a QR code to enter. It replaced our old method (a handwritten email sheet that took forever to transcribe and decode). Now it’s smooth, fast, and mobile-friendly.”
– Christy Clement, founder of Vashon Island Coffee Dust
3. Generate Buzz with Social Media
Social media is the strongest engagement tool for any small business, and it’s free. Boost your online visibility when you share pre-event teasers, go live at the show, and run interactive campaigns with giveaways, Q&A sessions, and live polls.
Social Media Engagement Strategies for Trade Shows
- Connect with exhibitors: Put on your networking pants and talk to other exhibitors. Sharing posts and tagging one another helps grow your online audience.
- Host a selfie wall: Decorative selfie stations invite guests to take photos and tag your business for a chance to win special prizes.
- Use hashtags: Add the event hashtag to your posts to increase visibility and make it easier to join the conversation with fellow exhibitors and guests.
- Grow your leads: After the show, use the contact info you’ve collected from games, giveaways, and social posts to follow up on potential leads.
4. Show, Don’t Tell: Demonstrate Your Products Live
Rather than just talking about it, show people the value of what you make. A live demonstration puts your product in the hands of your audience, turning passive visitors into active leads.
Trade Show Product Demonstration Ideas
- Offer mini workshops: Teaching workshops to smaller groups gives individuals the attention they need, so they feel more confident in your product or service.
- Tell a story: Humans are wired for stories. Frame your demonstration with a meaningful story about your brand or provide a scenario in which your product solved a problem.
- Make your art: If you sell a service, such as drawing live caricatures at events, demonstrate your work with a live portrait booth.
Expert Tip:
“At the end of the day, it’s about storytelling, creating an emotional engagement with the customer to the product. Many of my clients will come into the booth and after a few minutes, tell me they are looking for a wedding or bridal shower gift. I often have products near my heart that were created with weddings in mind. I point the customer in the direction of the suggested item(s) and can sometimes tell a story.”
– Doug Hill, sustainable woodworker and owner of Grayhill Woodworking LLC
5. Provide Free Samples or Product Trials
What better way to build trust in your product than providing a free sample? People are more likely to invest in a full-size product when they can have a free trial version first.
Free Sample Ideas for Trade Show Vendors
- Small swatches of wood finishes, glazes, or textiles for designers
- Decorative coasters for professionals in hospitality
- Mini stationery kits with branded stickers for event planners
- Scented tealight candles for local and specialty retailers
- A free one-time consultation or an exclusive spot in a virtual workshop
Do you care about sustainability? Use eco-friendly packaging like recyclable paper or corrugated cardboard for samples or kits to appeal to the more socially-conscious consumers.
6. Implement a Follow-Up Strategy with Targeted Content
Event attendees forget most of the booths they see, so stay on top of mind by reaching out after the show. Use the contact info you gathered and tailor your follow-up based on the person’s interests or interactions with your booth. You can reach out with personalized emails, special offers, or exclusive content.
Trade Show Follow-Up Email Template
Hi [lead name],
It was a pleasure meeting you at the [Trade Show or Event Name]. I wanted to personally thank you for stopping by my booth and taking the time to chat with me about [topics you discussed or something about your work].
I thought it might be helpful to send you my digital product catalog and this special discount code in case you find anything you like that wasn’t at the show.
If you have any questions about [Business Name or your products and services], please feel free to reach out or schedule a call on my calendar.
Best wishes,
[Your Name]
Trade Show Follow-Up Social DM Template
Hi there! It’s [Your Name] from [Business Name]. Thanks again for stopping by my booth at [Trade Show Name]. I just wanted to send you a quick link to my shop, plus a special discount code just for you! If you need anything or have any questions, I’m only a DM away. Have a great day!
7. Protect Your Booth with Liability Insurance
Every reputable business has liability insurance. Booth insurance for craft and trade shows protects you and the venue from risks like customer injuries and property damage. It also shows attendees and event owners that you take your craft and their safety seriously.
Most venues require proof of insurance when signing up. When you enroll in same-day vendor liability insurance with ACT, we’ll send you an insurance badge to display at your booth.
Whether this is your first big craft show or you attend multiple events a year, consider how vendor insurance gives you peace of mind so you can focus on growing your business.
FAQs About Customer Engagement at Events
Do I really need event insurance for my booth?
Yes, most venues require vendors to have booth insurance. If you attend multiple events a year, sell your products online, or host workshops, a year-round plan like ACT Pro insurance gives you the best coverage.
What are the best trade show booth display ideas to engage customers?
The best trade show booth displays engage customers with interactive elements like live demos or immersive technology so they can experience your products firsthand.
How do I make my booth stand out at a crowded trade show?
Make your booth noticeable at crowded events like trade shows with eye-catching visual displays and games that reward customers with free swag, discounts, and special offers.
What’s the most effective way to follow up after the event?
The best way to follow up on potential leads after an event is to reach out with a tailored message via email or social media using the contact information you collected during the show.
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