If you’re showing up to a trade show with high hopes and a folding table... we need to talk.

Because your booth isn’t just a setup—it’s your brand’s first impression. And in a sea of competitors, you’ve got just seconds to grab attention, spark curiosity, and make someone want to step in and learn more.

Whether you’re pitching to retail buyers or connecting with everyday customers, the goal is the same: turn that 10x10 space into a magnetic brand moment.

Let’s break down how to do it—without blowing your budget or losing your mind.

Create an Experience, Not Just a Table

Most trade show booth setups feel transactional. The best ones feel like a tiny storefront or branded oasis.Instead of placing a table right at the front (aka: a barricade), invite people in.

• Use a rug to ground the space and create a “zone”.

• Add a branded backdrop, arch, or sign up high for visibility.

• Tuck backstock behind a skirted table or under risers.

• Keep checkout mobile with a pouch, or set up a small checkout podium to conserve on space.

Want to take it up a notch? Incorporate interactive or cozy elements:

• Add a chair or bench to invite people to linger.

• Offer samples or testers in a guided experience.

• Include a photo op.

• Let people vote on a new flavor or packaging with sticky notes.

Think of your booth as a pop-up shop + Instagram moment, not just a checkout counter.

Make it Obvious

You’ve got about 5 seconds to help someone understand:

• What this is

• Who it’s for

• Why it’s special

  
  

That means clear signage and intentional product layout are key.

✅ Use vertical risers or shelves to create visual flow

✅ Group products logically—by flavor, benefit, or bundle

✅ Use signage that shares your benefits, not just your features.

✔ “Gut-friendly soda with zero fake stuff”

❌ “Fermented Fruit Beverages”

Budget tip: Foam core signage, coroplast prints, or a single retractable banner can go a long way without breaking the bank.

High-end upgrade: A custom backdrop or large archway with professional photography creates instant impact.

Overall, Make it easy for people to visually get it.

Your Email List is Gold

If you take one thing from this post, let it be this:

Collecting emails is one of the most powerful things you can do at a trade show.

Whether someone’s a buyer, a fan, or somewhere in between—you want a way to follow up on your terms.

Here’s how to make it work:

• Offer a freebie, sample, or giveaway entry for signing up

• Use a tablet with a simple form or a QR code

• Create two flows: one for D2C fans, one for retail buyers

• Bonus: prep a short welcome sequence for each audience so they remember you after the show AND so that you can sell to them accordingly.

  
  

A business card is polite. An email is powerful.

When Someone Walks Up—Assess & Guide

The best booth pros know how to read the room (or the aisle).

Before jumping into a pitch, figure out who you're talking to:

• Consumer/Shopper – They're here to explore, try, and maybe buy

• Retail Buyer – They’re evaluating if you’d be a good fit on their shelf

• Service Provider – Like a designer (hey, that’s me!), PR rep, or consultant

Ask early:

• “Are you shopping today, or are you in the industry?”

• “Just browsing, or looking for new lines to carry?”

  
  

Once you know, you can shift your approach:

• For shoppers: Focus on flavor, benefits, and experience. Invite them to try, ask for feedback, get on your D2C list.

• For buyers: Talk margin, packaging, MOQ, current stock lists, and point them to your wholesale materials.

• For service providers: Be open but efficient. Get their info or card, and don’t be afraid to ask what they do (you never know who they know).

When you guide the conversation, you create connection—and credibility.

People Buy From People—So Be Warm, Not Weird

Whether it’s just you or a whole team, your energy matters.

• Smile. Seriously. Smile.

• Say hi before they do

• Don’t sit behind the table scrolling your phone (we’ve all seen it).

• Ask questions and actually listen

• Share your passion without reading a script

YOU are your brand's best ambassador.

Want Your Trade Show Booth Setup to Feel Like a Brand Activation?

I Got You! I help CPG brands show up like pros—with booths that match the quality of their product.

From signage to swag, layout to line sheets, I can help you create a setup that feels like a bite-sized version of your brand—and gives you major shelf appeal.

Want to learn more?

BOOK A CALL

Oh, and tell me all about your booth set up and favorite trade show must haves in the comments!