By Pauline T. Mayer, Editor of Medical Device News Magazine

Whether you’ve just launched a new business or have been operating for years, attending a trade show—particularly in the medical device industry—offers countless benefits. It’s more than just a sales opportunity; it’s a powerful way to build relationships, connect with potential customers, and elevate your brand presence.

By attending trade shows, you can:

• Increase revenue through direct sales.

• Engage with new and existing customers.

• Network with industry professionals.

• Boost your brand visibility.

However, with many competitors vying for attention at the same event, it’s crucial to make your booth stand out. Below are proven strategies to help you attract more foot traffic and turn a trade show appearance into a valuable business opportunity.

1. Promote Your Presence in Advance

Let people know you’ll be attending. Send an email to your customer base and prospects about three days before the event. Include:

• A list of featured products or services.

• Your booth location (add a map if possible).

• Contact details (phone, email, website).

• A link to enter a giveaway or request more info.

This early communication helps build anticipation and directs interested visitors to your booth.

2. Create Buzz on Social Media

Start promoting your attendance at least a week in advance with compelling, well-designed posts. Share sneak peeks, product highlights, behind-the-scenes looks at your setup, or teaser videos. Encourage followers to stop by with incentives like exclusive giveaways or live demos.

3. Offer Free WiFi at Your Booth

WiFi access can be a major draw at venues with spotty signals. Consider renting a secure WiFi connection and offering free access to booth visitors. While they’re online, guide them to follow your social channels or sign up for your email list—building connections that last beyond the show.

4. Master Your Communication Skills

Great conversations convert. Focus on being approachable and genuine—not overly salesy. Trade shows are networking opportunities, not just selling events. The more natural and engaging your team is, the more likely attendees will linger and learn about your offerings.

5. Design a Visually Striking Booth

Forget bland tables and posters. Use bold visuals, digital displays, interactive demos, and branded inflatables to grab attention. Incorporate your logo prominently to reinforce brand recognition. An eye-catching booth doesn’t just look good—it draws people in.

6. Give Away Branded Freebies

Branded giveaways are a time-tested tactic. Distribute useful or fun items (like pens, water bottles, or tote bags) printed with your logo and contact info. These small tokens can leave a lasting impression.

7. Do Your Homework

Before exhibiting, attend a few trade shows as a guest. Observe what successful brands do to attract traffic—and what mistakes to avoid. This insight will help you fine-tune your own booth strategy and avoid common pitfalls.

8. Use Flyers and Handouts Strategically

Printed materials still have value—especially at in-person events. Hand out informative, visually appealing flyers at entrances or high-traffic areas. Include booth location, product highlights, and a strong call to action.

9. Make It Interactive: Games & Prizes

People love to play—and win. Incorporate games, contests, or raffles to draw people in. Whether it’s a simple spin-the-wheel, quiz, or branded mini-game, interactive experiences make your booth more memorable and fun.

10. Host a Live Demo or Presentation

Nothing beats a great product demo or educational talk. Plan a short, high-energy presentation and run it on a loop using a TV or monitor. Make sure your messaging is clear and engaging, and end each session with a strong call to action: “Come visit us at Booth #XXX to learn more.”

11. Bring Your A-Team

Send a few of your top-performing, most personable team members. Having multiple staff on-site means you can engage more visitors at once. Assign someone to walk the floor, gather competitive insights, and invite people to visit your booth through casual, confident conversations.

Final Thoughts

Trade shows offer a unique opportunity to grow your business and brand—without the pressure of making every moment about a sale. Focus on making meaningful connections, sparking interest, and enjoying the experience. The more fun and authentic your booth feels, the more likely attendees are to stop by, engage, and remember you long after the show ends.

11. Bring your best team members: It’s beneficial to send more than one member of your team to the tradeshow because this gives you more time on your hands to speak to as many potential customers as possible. After all, viewers are unlikely to wait around if they see that you’re already talking to somebody else, as there’s a lot to see and do around them. However, you should also make sure that you send the best team members to those events, those with sales experience and great communication skills. Another tip is to make sure members of your team are walking the show floor to peak in on competitors. A double bonus is drawing them through intelligent conversation back to your booth!

In short, there are various tricks and techniques that you can use to draw attention to your brand at a trade show. However, it’s also important that you do not put too much pressure on the situation, and view it as an exciting opportunity, not a lifeline for your business. This is because the latter will lead to you feeling overly stressed, which will not create a welcoming atmosphere for potential customers. Remember, you are here to have fun and to connect with others. If you get more sales as a result, then it’s just an added bonus.

About Pauline T. Mayer:  Ms. Mayer is the editor of Medical Device News Magazine, a division of PTM HEALTHCARE MARKETING.  Throughout her career, Ms. Mayer has provided extensive public relations assistance to medical device companies, support and numerous medical device industry trade shows, physicians, and more.