- Categories:
- Special Interest
- Tags:
- BrandCareersWork
- Where:
- United States
- Date change rule:
- Week starting with the 3rd Sunday of February
- Holiday emoji:
- đŸ“ˆ
Build a Better Trade Show Image Week is observed every third week of February, focusing on strategic planning for impactful B2B exhibitions. This week, initiated by Marlys Arnold in 1999, encourages businesses to refine their approach to trade shows. Leverage this time to develop effective strategies, engage potential clients, and expand your market reach.
Want to sponsor Build a Better Trade Show Image Week? Learn how
Expected Build a Better Trade Show Image Week Deals
As Build a Better Trade Show Image Week approaches, businesses can anticipate promotions on B2B services and resources designed to enhance their exhibition presence. Look for special offers from event management software providers like Cvent, exhibit design and production companies such as Freeman and GES, and marketing automation platforms like HubSpot. Training programs and consulting services from experts like Marlys Arnold may also offer discounts. We will update this page with confirmed live deals as February 2027 approaches.
Platform Guide for Build a Better Trade Show Image Week
Tag National Today (linkedin.com/company/nationaltoday) and use #TradeShowImage. Share tips for professional networking and booth engagement.
X/Twitter
Mention @NatlToday and use #TradeShowImage. Post real-time insights from industry experts and event organizers.
Mention National Today (facebook.com/nationaltoday) and use #TradeShowImage. Share success stories and best practices for small businesses at trade shows.
Build a Better Trade Show Image Week Hero
Marlys Arnold
History of Build a Better Trade Show Image Week
Trade has been an integral part of our civilization. In ancient cultures, caravan routes emerged as traders traveled through certain locales frequently. These traders sold their goods and commodities at the local bazaars of towns. Eventually, these bazaars emerged as a center of culture and information.
The markets or bazaars were usually of two types — permanent and seasonal types. In permanent markets, the traders sold their goods in settled spots by the day on movable carts and by night they were taken back for safe-keeping. Others also had a permanent spot where they served their customers. Seasonal markets, however, were periodical. In modern-day, shopping complexes (or malls) have emerged forming a similar structure to bazaars. But, where should another business go when looking for another business to trade with or invest in?
This is where a trade show comes into the picture. Every trade show has a specific theme or category. The vendors and buyers participate in a trade show if this category and theme are of their interest. Though, the primary deciding factor is the list of attendees. Similar to stores in a mall, through trade shows, vendors wish to generate leads and close sales. The better and larger the list of attendees, the more beneficial it can be for the participants of trade shows.
Build a Better Trade Show Image Week timeline
History suggests the first form of bazaar developed around 3000 B.C.
The Great Exhibition is held during the reign of Queen Victoria with 100,000 exhibits and six million visitors.
With a growing number of trade fairs, Arnold starts helping people put up impactful trade shows through her podcast and blog.
Marlys Arnold publishes her book that collates her years of experience as a trade show visitor, organizer, and participant.
How Businesses Can Celebrate Build a Better Trade Show Image Week
Local businesses can significantly improve their trade show image by focusing on strategic planning and execution. Consider hosting a workshop on effective booth design or lead generation techniques. Offer consulting services to help other businesses refine their trade show goals and messaging. Restaurants and hotels near convention centers can promote special packages for exhibitors and attendees, while marketing agencies can showcase their expertise in event promotion and follow-up strategies. Small businesses can also share their own trade show success stories and lessons learned.
Build a Better Trade Show Image Week FAQs
When is Build a Better Trade Show Image Week?
For 2027, Build a Better Trade Show Image Week will be observed from Sunday, February 21, through Saturday, February 27. Use this week to implement new tactics and optimize your presence at industry events.
How large is the trade show industry?
By 2027, the trade show industry is projected to see continued growth, with millions of attendees and exhibitors participating worldwide. It remains a cornerstone for market expansion and direct engagement with target audiences.
What are the key benefits of attending trade shows?
In 2027, trade shows continue to provide critical benefits, including building brand awareness, fostering partnerships, and gaining competitive insights. The face-to-face interaction often leads to stronger, more lasting business relationships than digital channels alone.
What makes a trade show image 'better'?
By 2027, an improved trade show image also incorporates effective pre-show promotion and robust post-show follow-up strategies. The goal is to ensure that every interaction translates into tangible business value, extending beyond the event itself.
Build a Better Trade Show Image Week Activities
Take tips from Marlys Arnold
Read Arnold's books and listen to her podcasts. Build a better trade show image week has noteworthy tips for anyone planning to participate in a trade show.
Visit a trade show
First-hand experience is always more rewarding. Take cues from the best exhibits and look for aspects that will suit your idea and can be incorporated into your next exhibit.
Put up an exhibit
Use your learnings to put up an effective trade show and expand your business. This way, you also help others to learn from you.
5 Interesting Facts About Trade Shows
Window shopping for businesses
About 92% of attendees visit a trade show to learn about new and exciting products and services.
Huge sales opportunity
About 81% of attendees are potential customers with buying authority.
World's largest exhibition hall
Messegelände Hannover in Germany is the largest known exhibition hall in the world.
Benefits to staff
Survey shows that staff gain a better understanding and knowledge about the product after participating in a trade show.
The best brand exposure
The face-to-face interaction allows brands to market their unique value proposition in a way that no other platform allows.
Why We Love Build a Better Trade Show Image Week
It ensures large audiences
Exhibiting at trade shows can be expensive. But with a large number of potential clients under one roof, learning to do trade shows right is a crucial step to getting good returns on investment.
Brand visibility
For B2B businesses, trade shows can be a great platform for promotion. Even established brands suffer when not represented in trade shows.
Facilities quick responses
Leads generated at trade shows take 3.5 calls to close a deal while leads from other platforms take 4.5 calls on average. It is also a good place to get immediate feedback.
Build a Better Trade Show Image Week dates
| Year | Date | Day |
|---|---|---|
| 2026 | February 15–21 | Sunday–Saturday |
| 2027 | February 21–27 | Sunday–Saturday |
| 2028 | February 20–26 | Sunday–Saturday |
| 2029 | February 18–24 | Sunday–Saturday |
| 2030 | February 17–23 | Sunday–Saturday |
Social Media Tips for Build a Better Trade Show Image Week
Individuals
Creators
Brands