The Most Overlooked Part of Trade Show Booth Design
At trade shows, attention is everywhere. Direction is not. When people walk past your booth and hesitate, glance, or keep moving, it’s rarely because they aren’t interested. It’s because the experience doesn’t guide them forward. Every booth needs a clear next step.
Attention Is Only Step One
Most trade show booths are designed to attract attention (Big graphics! Clever headlines! Sleek monitors!). Those things matter, but they’re only the starting point.
What separates high-performing booths from the rest is intentional flow. Visitors should move naturally from recognition, to interest, to engagement, without needing an explanation. When that flow is missing, opportunities slip by quietly. People walk away unsure of what you do, why it matters, or how to engage.
Turning Industry Expertise Into a Clear Booth Experience
That’s where RubberTec came in.
RubberTec is a trusted supplier of tailored, high-performance OEM and MRO solutions, built on more than 30 years of industry experience and strong customer relationships. Their team is known for helping customers identify solutions that fit real-world needs, not just spec sheets.
After launching a new brand identity in collaboration with Conspire, RubberTec partnered with us again to bring JackRabbit, their new mining hose, to life at a trade show. Our job was to translate deep technical expertise into an in-person experience that felt clear, approachable, and effective. One that would draw the right people in, introduce the product, highlight key features, and generate real leads for the sales team.
Designing the Next Step Into the Experience
We designed the booth around a clear visitor journey:
A relevant giveaway created an easy reason to stop and engage.
Clear, straightforward messaging introduced what JackRabbit is and why it matters, without asking visitors to decode technical language on the fly.
Physical product samples invited hands-on interaction, helping people connect features to real-world use.
The giveaway also served as a lead capture tool, making sure interest turned into follow-up.
On the show floor, the difference was obvious. Visitors stayed longer, conversations felt more productive, and the RubberTec team walked away with 79 qualified leads from industry professionals attending the show. That kind of outcome doesn’t come from luck. It comes from designing an experience that respects how people actually behave at trade shows.
Designing for Real Results
If your booth looks great but doesn’t generate the conversations you expect, the issue may not be size, budget, or location. More often, it’s a lack of direction.
At Conspire, we specialize in helping B2B industrial brands turn complex offerings into clear, engaging experiences that support your business goals. RubberTec is one example of what’s possible when brand strategy, product understanding, and experiential design work together.
If your next trade show needs to do more than attract attention, we’d love to help.
Schedule a meeting with us to explore how intentional booth design can turn traffic into qualified leads.
