Did you know that 81% of trade show attendees have buying authority?¹ That means the people walking the floors of NeoCon, ICFF, BDNY, and HD Expo aren’t just browsing—they’re making high-stakes decisions that can shape the future of your product line.
Add to that the fact that architects and designers have up to 40 times the specification power of the average consumer, and the opportunity becomes even more compelling.² These attendees aren’t just looking for inspiration—they’re sourcing products for high-profile commercial and residential projects.
But here's a critical question: Are you truly maximizing your investment?
Here’s the hard truth: a stunning booth alone won’t cut it. While eye-catching design is essential, true trade show success depends on strategic PR that ensures your brand is seen, heard, and remembered long after the show floor closes. From securing pre-show media buzz to leveraging influencer partnerships and engaging top-tier press, an effective PR strategy can transform your trade show investment into measurable ROI.
In fact, companies can see as much as a 4:1 ROI on trade show expenditures if they approach them strategically.³
Trade show coverage doesn’t just happen—it’s cultivated. Journalists often finalize their coverage plans weeks or even months before major events, so getting on their radar early is key. In fact, 74% of editors prefer receiving trade show-related information at least a month in advance.⁴ Building relationships with key editors and influencers ensures your products gain valuable exposure precisely when buyers decide which booths to visit.
Generating pre-show excitement significantly boosts booth traffic. Sharing engaging content consistently before the show captures attendees' attention—research shows 76% of trade show visitors plan their itinerary based on pre-show promotions.⁵
Industry professionals value peer recommendations highly, making influencer collaborations incredibly powerful.
Interactive experiences significantly increase attendee engagement, with 85% of trade show attendees recalling brands better when offered hands-on interactions.⁶ With strong design and storytelling, your booth becomes more than a display—it becomes a destination. Prioritize branding, layout, and sensory engagement to leave a lasting impression.
Make covering your brand effortless for journalists to maximize your press opportunities and visibility.
Effective follow-up transforms brief interactions into lasting relationships. Only 20% of exhibitors have robust follow-up strategies, despite their critical importance.⁷
Make the most of your trade show investment by strategically repurposing content across multiple channels.
Continuous improvement ensures future events deliver even greater ROI. Yet only 57% of exhibitors regularly analyze their trade show performance for improvement.⁸
Whether you’re a seasoned exhibitor or just starting out, a successful trade show presence goes beyond an eye-catching booth—it requires a strategic PR approach that builds anticipation, creates media buzz, and keeps your brand top-of-mind long after the event ends.
At UpSpring, we help product manufacturers not only show up but stand out. With over fifteen years of experience supporting brands at every major design industry trade show, we’re your go-to partner for PR, influencer outreach, booth strategy, event planning, media buying, and so much more.
[1] Center for Exhibition Industry Research (CEIR), "The Role and Value of Face-to-Face Interaction," 2022.
[2[ ThinkLab, "The U.S. Design Industry Benchmark Report," 2025.
[3] Conference Source, "Trade Show Statistics: Benchmarking Success in the Industry," 2023.
[4] PR Newswire, "Trade Show Media Trends," 2023.
[5] CEIR, "Attendee Marketing Insights," 2023.
[6] Event Marketer, "Experiential Marketing Study," 2023.
[7] CEIR, "Exhibitor Follow-Up Practices Study," 2022.
[8] Exhibitor Magazine, "Trade Show ROI Survey," 2023.
.avif){kind=logo}
