Northwest Indiana Business Magazine – 2026 July/July Issue
Companies focus on building relationships, booths that tell their story
Redesigning booths
The types of booths that attract the most attention are those that emphasize experience over display. Interactive and experiential setups are particularly effective because they encourage visitors to participate rather than observe. Companies like Portage-based Trinity Displays help businesses plan for trade shows by serving as a turn-key provider of custom trade show exhibits, displays and signage.
“Throughout the last few years, we’ve seen a large increase in requests for more of an experience within the booth,” said Marty McGinnis, business development at Trinity Displays. “People are always looking for something they haven’t seen before — something they’re excited to tell their friends about or post photos of on social media. Including a fun game to win prizes or a cool photo moment experience is a way to engage with clients and get them to share your brand without ever even asking them to.”
Behind the scenes
Trade show logistics have evolved.
Many companies now rely on modular booth systems that can be reconfigured and reused across events, balancing cost efficiency with flexibility. Companies like Urschel ship their large machines to expos. They store their booth, literature and supplies in ready-to-ship crates and assemble everything on site. They bring mini candy bars to sweeten the visit to their booth.
“We’re seeing an increase in clients who prefer not to be responsible for paying long-term maintenance of the exhibit and/or any incremental storage costs to house their exhibit assets between expos,” McGinnis said. “This has led to a large increase in requests for rental exhibits. Trinity now offers rental frames that can be customized with graphics, greenery, shelves, lighting and closets.
Ultimately, trade shows are not shrinking so much as they are sharpening. Success no longer depends on having the biggest presence or attracting the largest crowd. Instead, it hinges on creating meaningful interactions, delivering clear value and executing a well-planned strategy before, during and after the event.
In today’s digital world, the ability to connect in person has become more powerful than ever, ensuring that trade shows remain not only relevant but essential. Trade shows are ecosystems that combine marketing, education, networking and brand storytelling into a single, dynamic environment.
Companies that treat expos as a strategic investment rather than a routine obligation stand to gain the most. The format may be changing, but the underlying principle remains the same: business is built on relationships, and there is still no substitute for meeting face-to-face.
By Kerry Sapet
