Trade shows offer both significant opportunities and challenges for professionals in the automation industry. In a recent episode, hosts Nikki Gonzales and Courtney Fernandez sit down with Joe Campbell and Jennifer Mass—industry veterans and trade show consultants—to discuss the realities behind successful exhibiting. They address everything from true costs and planning, to managing booth presence, to following up with leads. Anyone involved in planning, participating in, or organizing trade show efforts—whether they are marketers, engineers, or sales reps—will find these perspectives directly applicable to their next event. The three key points are: why detailed budgeting prevents costly mistakes, how strong booth etiquette improves business results, and what a thoughtful follow-up process can do for ongoing sales success.
The Real Costs: Why Detailed Budgeting Matters
Many first-time or small exhibitors arrive at trade shows unprepared for the full financial commitment involved. According to Joe Campbell, the hourly cost to operate a major show booth—excluding travel and entertainment—can exceed $20,000. Yet, he finds “there's a lot of people that go to trade shows, and they think it's a lot of fun... but they're not really appreciating the investment from the company.” Jennifer Mass advises first-timers to reach out to show organizers, consult with experienced exhibitors, and remember to budget for overlooked items—such as drayage, last-minute rentals, or forgotten tools. She also highlights the importance of a budget cushion: “Leave yourself a minimum of 10 to 15% cushion room because there is something that always goes wrong.” Expenses don’t just include the booth; add shipping, electrical, internet, furniture, and the labor required for setup and support. Exhibitors unprepared for these costs may leave booths empty or cancel last minute, losing their chance to make industry connections and hurting their reputation with show organizers. Thorough planning, outreach to veterans, and keeping extra funds on hand can help companies avoid these pitfalls and get the most value from their investment.
Booth Presence and Etiquette: Preparation Is Everything
A trade show booth is more than a display—it’s a live, high-stakes business meeting that plays out over days. How staff members behave has a direct effect on the show’s ROI. As Campbell puts it, “We're spending $20,000–$25,000 dollars an hour. And if you're short staffed, you've got walk offs—people come to the booth and there's nobody there to talk to them.” Both guests stress the need for training and structure. Mass describes her approach as including thorough pre-show briefings with booth layouts, attire requirements, hotel logistics, and step-by-step expectations. “It would have their hotel location, how to get to the convention center. Every nitty gritty detail, I would put that into a presentation.” Training should cover more than technical knowledge—it should address proper engagement, body language, and etiquette, such as always acknowledging booth visitors and not forming intimidating staff huddles. Joe Campbell regularly demonstrates poor booth behaviors, joking that having staff sit in the back of the booth with phones or cluster in circles pushes away potential leads. Mass points out that appearances matter—“if you rent a table, make sure you have a tablecloth because it's gonna look pretty ratty”—and the entire team must be united on messaging, appearance, and attitude. Without this discipline, exhibitors risk losing valuable visitors or even major customers who walk by unnoticed.
Quality Leads and the Power of Thoughtful Follow-Up
Collecting business cards or badge scans is not the end goal—securing and nurturing high-quality leads is where the true return happens. Both Campbell and Mass emphasize that exhibitors should focus on quality over quantity. According to Campbell, “There’s a school of thought that kind of resurrected its head a couple years ago and it basically said, we don’t want quantity. All we want are orders. If you can’t deliver me a lead that's going to turn into an order, then don't bother. And I fought against that.” The most effective approach is to capture prospects’ pain points, needs, budget clues, and timelines during show conversations. Staff should qualify leads based on real business needs (MQLs and SQLs) rather than simply maximizing badge scans by attracting crowds to flashy demos. Swift, personalized follow-up is crucial; Mass encourages moving fast: “The first line of contact after a trade show should be an email to thank them from stopping by. And if you can capture…what brought you here to the show, now you can tailor that follow-up email.” Both recommend systems for tracking conversations and using custom fields or APIs to automate personalized outreach. When done well, this can keep the company top of mind for months and turn fleeting booth meetings into long-term customers.
Key Quote From The Episode
"It's not uncommon to see a $20,000 to $23,000 per hour cost to run a trade show. And what I find is there's a lot of people that go to trade shows, and they think it's a lot of fun... but they're not really appreciating the investment from the company.” – Joe Campbell
Key Takeaways
– Managing costs means going far beyond the booth fee; plan for everything up front
– Build a budget with room for unexpected expenses; seek advice from previous exhibitors
– Thoroughly train booth staff on etiquette, customer engagement, and clear scheduling
– Value each lead, but focus on those who show real business need; avoid “just scanning everyone”
– Immediate, specific follow-up—thanking visitors and reminding them of what they saw—improves lead quality and conversion
Wrap Up
A successful trade show campaign is built before the event with rigorous budgeting and planning, shaped on the floor by a well-trained and engaged team, and extended afterward through dedicated, thoughtful follow-up. For automation industry professionals, understanding the full investment required, making the booth welcoming and professional, and nurturing promising leads can make trade shows a growth engine for their business. Action steps include researching all cost categories, developing detailed booth staff briefings, practicing visitor engagement, and adopting lead-tracking tools for tailored post-show communication.
About the Guest
Joe Campbell is a seasoned marketing and sales consultant specializing in automation and robotics, with decades of hands-on leadership at major international trade shows. Jennifer Mass, founder of Renaissance Marketing, brings more than ten years of experience in designing and managing trade shows and corporate events for clients across the automation sector. Both are recognized for their candid, practical advice that helps companies maximize the impact of their trade show presence.
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