
If you’re a small business owner or service provider, chances are you’ve considered joining a trade show or local event to promote your brand.
And yes — those events can be amazing.
But only if you walk in with intention.
Otherwise, what could be a great opportunity turns into just another exhausting weekend with little to show for it.
I want to share with you 7 simple questions I always go through with my mentees before any event. These are the questions that turn “just showing up” into actually standing out.
1. Who do you want to talk to at this event?
Not everyone walking past your booth is your ideal client.
When you know exactly who you’re trying to attract, everything changes — from the way you design your booth to the way you start a conversation.
2. What’s your main goal for being there?
Are you there to sell? Build awareness? Make connections?
Each goal needs a different strategy. If you go in without clarity, it’s easy to walk away feeling like it “wasn’t worth it” — even if the event was busy.
3. How are you going to reach that goal?
Handing out business cards isn’t a strategy.
Think about simple actions: will you offer a small experience? Create moments of engagement? Start specific conversations?
Those are the things people remember — and connect with.
4. How will you know if it worked?
You don’t need a full sales report on the spot — but you do need a way to assess impact.
Leads collected, conversations had, follow-up meetings booked… choose what makes sense for your business and track it.
5. Have you explored what the organizer can offer you?
This one gets overlooked a lot.
Organizers often have mailing lists, maps, social media exposure, and other opportunities for added visibility.
Sometimes all it takes is asking.
6. What’s something unique your brand can offer at the event?
You don’t need an expensive giveaway — you just need something that makes people feel something.
That could be a warm welcome, a mini consultation, or a creative way to present what you do.
Presence is about connection, not quantity.
7. Do you know where your booth is located?
This tiny detail can make a huge difference.
A high-traffic corner, near key attractions, or visible from the entrance — these spots matter.
Visibility isn’t luck, it’s part of your plan.
Final Thoughts: Strategy Turns Participation Into Results
Trade shows don’t have to be overwhelming.
With a little thought and the right questions, you can walk in with confidence — and walk out with real opportunities.
If this post helped shift the way you think about events, save it.
And if you’re planning your next trade show and want a clearer path forward, I’d love to help.