8 Tricks of the Trade Show

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Let them play.

Putting customers in an industry trade show is like putting kids in a candy store: they're going to want to touch things. So let them. Monster.com engages its trade show audiences by creating a booth entirely out of touch screens. "They don't have to wait for a guided demo," says Phil Cavanaugh, Monster.com's vice president of events. "They can approach our product right away." For companies with more limited funding, iPads simulate the same interaction, says Stevenson: "You put three or four on your stand and people will pick them up."