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Trade show season is upon us, and success requires much more than simply showing up with a booth and some brochures. Sales expert Evan Polin and marketing strategist Craig Andrews dive deep into what really makes trade shows work for your business during the crucial "at-show" phase.

The foundation of trade show success begins before you ever reach the event. Without proper preparation—researching attendees, scheduling meetings in advance, and preparing your team with strong elevator pitches—you're already at a disadvantage. As Evan vividly explains, your booth's appearance directly impacts perception: showing up underprepared is like "bringing a bow and arrow to a gunfight." Prospects make swift judgments about your competence based on your visual presentation compared to competitors.

The podcast reveals common pitfalls that sabotage trade show efforts, like staff sitting behind tables absorbed in their phones rather than engaging visitors. The experts share proven engagement strategies including interactive activities (like putting greens or scratch-off contests) that create memorable experiences and draw crowds. These elements transform your booth from a static display into a dynamic hub of activity that attracts attention and generates conversations.

Craig offers innovative marketing approaches that extend beyond the show itself—capturing testimonial videos, leveraging social media to share real-time excitement, and using technology to enhance follow-up opportunities. The hosts emphasize how these tactical elements work together within a comprehensive strategy spanning pre-show planning, at-show execution, and post-show follow-up.

Ready to transform your trade show results from disappointing expenses into powerful revenue generators? Listen now for actionable insights that will help you stand out on the show floor, create meaningful connections, and set your business up for a successful year ahead. Subscribe for our upcoming episode on post-show strategies that complete this powerful three-part trade show success formula!