Your booth is set up, your team is ready—but is your messaging actually stopping attendees in their tracks?

In this episode of Event Marketer’s Toolbox, Jim Panagas, founder of Corporatevoice, joins Chris Dunn & Caitlin Carey to break down how to craft messaging that grabs attention, engages attendees, and drives real post-show conversations.

Your booth has 3-5 seconds to make an impact

If attendees can’t immediately understand who you are and what you do, they’ll walk right past your booth. Messaging needs to be clear, compelling, and visitor-focused.

Stop leading with “May I help you?”

Instead of a generic opener, ask attendees why they came to the show, what business challenge they’re trying to solve, or even something fun and unexpected. Conversations should feel natural, not forced.

Live engagement is back in a big way

Post-pandemic, attendees crave human interaction. Live presentations, interactive booths, and in-person demos are making a major comeback. Technology is great, but connection is key.

Trade shows are a sales tool—but not just for closing deals

A booth should be treated like a temporary branch office, bringing together prospects, partners, and industry peers. It’s a space for relationship-building, not just transactions.

Extend event impact beyond the show floor

Event marketers should think about pre-show buzz, live engagement, and post-show follow-up. Video content, social media, and internal communications can all amplify the reach of an event long after it ends.

A trade show booth is more than a backdrop—it’s your brand’s story in action. With the right messaging, engagement strategies, and follow-up, your event presence can drive long-term business impact.

This Show is sponsored by Blue Hive

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EMT #11 - Beyond the Booth: Creating Meaningful Connections at Trade Shows with Jim Panagas

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