Ever wonder why there’s never been a Classic Exhibits Phoenix, Charlotte, or Missouri?
Two Reasons
First, we’ve never believed our brand was more important than your brand. Customers identify with your brand because you’re their personal trade show expert, their marketing partner. Exhibit design, building, storage, and services are still largely regional with clients typically within a day’s drive of their exhibit house.
Second, your brand is an asset. It should have long-term financial value. It shouldn’t depend on the whims (or mistakes) of a manufacturer. Anyone who’s been in this business knows of someone who’s business has suffered because of the shortsighted (and selfish) actions of a supplier.
Private-Label Business Model
Admittedly, Classic Exhibits isn’t well-known outside the exhibit industry. And that’s OK. We’re committed to a private-label model and dedicated to supporting you with design and build services, purchase and rentals, and unbranded marketing support.
Finally, we’d be lying if we said we aren’t proud of the Classic Exhibits brand… we are, but we’re happier when we’re a trusted resource rather than a logo on a building in Boston.
Who We Are
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Exhibit rentals have gotten bigger, brighter, and bolder. Which is good news for everyone. At Classic Rental Solutions (CRS), our island to inline mix is about 50/50. Many inlines combine Gravitee Modular Wall System, SuperNova lightboxes, and custom counters with locking storage.
Small is Beautiful
However, we also rent a significant number of basic 10 ft. displays w/ options. These include simple LED lightboxes, tube frames with pillowcase displays, and quite a few Symphony Portable flat and curved SEG frames. Not everyone wants to buy a trade show display.
Instead, they want a rental with the following features and benefits:
An easy-to-assemble, high-quality 10 ft. display with vibrant graphics
Choices. The freedom to create the optimal marketing experience at each show
Predictable delivery, installation, and dismantle (w/ no stress, no sweat)
No storage or turnkey charges ever!
An attractive, reliable display for a smaller trade show, event, or meeting
5 Examples
So what do we mean by basic 10 ft. exhibit rental displays w/ options? Here are 5 examples from the EDS Rental Inline Gallery:
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
When used wisely, trade show giveaways are an investment in your business. They serve as silent salespeople, promoting your company long after the trade show or sales event is over. If you are considering adding incentives to your marketing strategy, you are in luck. The incentives industry is a multi-billion-dollar business with a vast range of products that can be printed, embossed, programmed, or custom-made to enhance and bring attention to your trade show exhibit.
What are Trade Show Giveaways— and Why Do They Matter?
Whether you use the term premium incentives, promotional products, or trade show giveaways, the goal should be the same. You want to capture the attention of potential clients AND be remembered for all the right reasons.
So, what are the right reasons? Everyone loves a freebie, and giveaways are a proven method for attracting people at a show. However, “If you think of them as trade show giveaways,” according to Rama Beerfas, owner of Lev Promotions, “They will have as much value to your recipients as they do to you. If you reframe them as promotional incentives or gifts, you’ll start to realize that a target branded incentive can bring you closer to achieving your goals and providing measurable results.”
Many companies start by searching the web for incentive ideas. Which isn’t a bad way to explore what’s available. However, the choices can be overwhelming. Is that really a wise use of your time? Spending hours searching for the perfect ink pen? Don’t make that mistake! Work with a promotional incentives expert who will ask you the right questions and narrow down your choices. It’s what they do. And it won’t cost you any more.
Tradeshow Giveaways vs. Promotional Incentives: Is There a Difference?
These terms are often used interchangeably, and in fact are the same in theory if not in practice. However, trade show giveaways and promotional incentives have distinct purposes and strategies.
Promotional incentives is a broader term that encompasses any offering designed to motivate a specific action or behavior from a target audience. While trade show giveaways are a type of promotional incentive, promotional incentives can be used in many other marketing contexts beyond tradeshows.
The Primary Goals of Trade Show Giveaways:
Increase Booth Traffic: Giveaways act as a magnet, drawing attendees to a booth amidst a crowded exhibition floor. People are often more likely to approach a booth if they see the possibility of receiving something free.
Boost Brand Awareness and Recall: When attendees leave with an item featuring a company’s logo and contact information, it serves as a tangible reminder of the brand long after the event. This helps keep the company top-of-mind.
Generate Leads: Giveaways can be used to incentivize attendees to provide contact information (e.g., scanning a QR code, signing up for a newsletter, or participating in a game) which can then be nurtured into potential sales leads.
Spark Engagement and Interaction: Handing out promotional items provides an easy icebreaker for booth staff to initiate conversations with potential customers.
The Primary Goals of Promotional Incentives:
Drive Sales and Revenue: By offering discounts, free gifts, or other perks, businesses can encourage immediate purchases.
Improve Customer Loyalty and Retention: Loyalty programs, rewards, and exclusive offers make customers feel valued, strengthening their bond with the brand and encouraging repeat business.
Customer Acquisition: Incentives can attract new customers to a business, expanding the client base.
Generate Demand: Creating interest in products or services to stimulate purchases.
Increase Brand Engagement: Encouraging customers to interact more deeply with the brand.
Collect Customer Data: Offering incentives in exchange for data like email addresses, preferences, or feedback.
While trade show giveaways are a tactical tool for immediate engagement and brand presence at events, promotional incentives represent a broader strategic approach to influence behavior across various marketing and business objectives.
Perishables (candy, mints, food and beverage, etc.)
Identifying Your Trade Show Giveaway Strategy
With thousands of possible options, choosing the right one(s) is less about a Top 10 list and more about achieving your marketing goals and sales results. Start by identifying your:
Target Audience
Budget
Quantity (it’s not about having something for everyone)
Theme (and/or the theme of the show)
Branding
Strategy
If you’re looking to do what’s hot/trendy/cool/new, then you’re probably going to be one of many on the show floor handing out the same item. Incentives trends are a moving target, and suppliers are nimble at finding and promoting the latest gadget. It may be a charging pad this season and earbuds the next season.
How to Choose the Best Trade Show Giveaways: The 4 “Make It” Rules
Make It Non-breakable. There’s nothing worse than getting a cool incentive only to have it break within days.
Make It Lightweight. You don’t want them to abandon it mid-day just to lighten the load.
Make It Compact. It can’t be bulky since it often has to pack in checked luggage.
Make It TSA Friendly. Nothing is worse than seeing your promotional products in the trash can just outside the airport security checkpoint.
What Makes Good Marketing Merchandise?
You want items that appeal to your specific target market and that are tied into your overall marketing message. Your target market may be active adults. However, if your marketing focus is summer wear, a fall or winter incentive like beanies won’t make sense… even if you would REALLY LOVE to have a branded beanie.
The perfect marketing merchandise for one company (or even one campaign) may be completely inappropriate for another.
Tier Your Giveaway Marketing Strategy with BEST / BETTER / GOOD
BEST is for your top prospects and best clients
BETTER is for your good prospects, good existing clients and maybe even staff
GOOD is for attendees who are qualified, but not really a hot prospect.
So how do you make the incentive feel like a gift rather than a giveaway? Store the nicer or higher value items out of sight, like in a counter, kiosk, or pedestal. Once you’ve qualified the prospect, then present them with a special gift, one they know not everyone else is getting. Perception matters!
10 Trade Show Giveaway Ideas to Inspire You
1.3M Post-It productsdesigned for outdoor or wet settings. Great for the construction and manufacturing industries.
2. Custom or packaged gifts that can be handed out or shipped to recipients.
3. Create a custom gift kit with a bit more flair, start with the packaging.
9. Travel Items to make your trip easier, more comfortable, and safer.
10. Your pre-show mailers will be more memorable if you make them “bulky”.
Trade Show Giveaways That People Actually Keep
Keep or toss? Have you ever asked yourself that question when packing your bag after a trade show? Trade show attendees are more likely to keep giveaways that are practical, useful, and memorable. Items like water bottles, tote bags, pens, and notebooks are popular choices because they have everyday applications. In addition, consider high-quality items which are more likely to be kept.
1. Insulated Water Bottles: Think stainless steel, double-walled bottles from reputable brands (like Hydro Flask, Yeti, Aladdin). These are used daily, whether at the office, gym, or on the go.
2. Reusable Tote Bags: Not just for carrying other swag at the show, but a durable, stylish tote bag made from canvas or recycled materials will be used for groceries, errands, or even as a daily bag. Insulated tote bags, while more expensive, are a must have for many shoppers.
3. Quality Pens: Ditch the 49 cent pens with a half-life of two weeks. Quality pens have a comfortable grip, balanced weight, and a smooth, consistent ink flow. Attendees will keep gel pens, rollerball pens, and an upscale ballpoint pen.
5. Custom Apparel: Instead of large, billboard-style logos, consider subtle branding on quality t-shirts, hoodies, or caps from popular brands. People are more likely to wear them if they look good.
By offering practical, useful, and memorable giveaways, you can increase the chances that attendees will keep and use your promotional items, which can help to increase brand awareness and generate positive buzz for your company.
5 Business Promotional Items to Avoid
#1 Anything in questionable taste: (e.g., a knife in many Asian cultures signifies cutting ties).
#2 Anything against the law or that shows a lack of understanding of social customs: (e.g., chewing gum in Singapore).
#3 See the “4 Make It” Rules previously mentioned.
#4 Anything of poor quality or has a poor/incorrect imprint on it. The quality of the item will reflect on your brand.
#5 Anything demonstrating a poor understanding of your target market: (e.g., a $1.50 tape measure given to contractors).
How to Make Your Trade show Giveaway Part of the Experience
Many exhibitors view trade show giveaways as a “grab and go” incentive and don’t take the time to integrate into their overall marketing experience. One way of turning a trade show giveaway into a memorable incentive is to make it contingent on an interaction, education, or simply something fun. Here are a few ideas:
Games and Contests: Consider games like Spin the Wheel, Trivia Challenges, Product-related Puzzles, or Digital Games.
Photo Booths or Virtual Reality Experiences: Photo booths are always a draw on the trade show floor and both photo booths and VR experiences are ideal as social media shares.
Tiered Giveaways: Offer attendees tiered giveaways based on their level of engagement. A grab and go attendee gets a basic inkpen but a potential client who books a meeting receives a tech gadget.
Personalize the Giveaway: Customize a hat, shirt, or even a pen onsite with an engraving machine.
Limited Edition or VIP Giveaways: Announce that a limited number of high-quality giveaways will be available each day. Or reserve your best incentives for high-priority leads or existing clients.
Remember, your trade show giveaway should have a “connection” to your brand, product, or your theme. In addition, it should have a purpose, a clear objective, whether that’s lead generation, branding, or increased engagement. Finally, higher quality giveaways are more likely to be kept and used. Lower quality products are often left in the hotel room or are trade show treats for someone’s kids.
Your Partner for Trade Show Giveaways
Premium incentives can be an effective trade show or event marketing tool when connected to your company, product, or campaign. There are thousands of choices in incentive items, and the choices change all the time.
Your consultant can guide you through the process of selecting appropriate incentives. In some cases, it is as simple as a pen or pad. In other cases, you may want multiple items linked to your overall marketing message. Incentives can be fun, effective, and expensive.
A special thanks to Rama Beerfas at Lev Promotions for sharing her invaluable advice about promotional incentives.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Several months ago, we added (3) BannerBug USA banner stands to Exhibit Design Search. They’re now on sale to Classic Distributor Partners at 10% less through June.
BannerBug stands are manufactured in the USAand covered by an Unconditional Lifetime Warranty on the hardware. If the product fails, regardless of the reason, BannerBug USA will repair or replace it for free, for life.
Order your BannerBug stands directly from the manufacturer (not Classic). Let them know you’re a Classic Distributor to receive this exclusive discount.
(3) BannerBug products are in the EDS Lightboxes and Banner Stands gallery:
For more information, including wholesale prices, contact David Holladay, (205) 793-9600, david@bannerbugusa.com.
Who We Are
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
For many Americans, saying “Auto Shows” is like saying “Wanna Go for a Walk?” to your pet. The excitement level is both instantaneous and over the top. We love automotive trade shows, whether they’re at our local convention center or (if we are lucky enough) at a major industry show in Detroit, New York, or Las Vegas.
As an automotive industry professional, you are familiar with auto shows. However, many exhibitors struggle with their trade show ROI for reasons which are generally easy to address. In this article, we’ll review how to maximize your trade show marketing through careful planning, custom trade show displays, and working with exhibition experts. For exhibitors, success depends on identifying which trade shows are worth the investment and how to finetune their marketing strategy to attract the right attendees to your booth.
Auto Shows & Trade Shows: Know Before You Go
We all know the expression, “If you fail to plan, then plan to fail.” Which, if we’re honest, isn’t always true. Some projects don’t require much planning. Trade shows, and in particular trade show marketing and exhibition, do require careful and systematic planning to be successful.
Yet, there are companies that devote less time to their trade show planning than they would to a 4-year-old’s birthday party.
It’s nuts… especially when you consider the cost of trade shows and the lost opportunities when trade show planning is handled haphazardly. But you’re not that person, right? You want your trade show program to be professional and financially successful, which is why you’re reading this article.
The Importance of Trade Show Planning
Trade show planning is crucial for businesses to maximize their return on investment (ROI) or return on objectives (ROO). A clear and comprehensive plan ensures that companies maximize their sales opportunities while minimizing costs (and stress).
Any “live event” can be unpredictable and trade shows are no exception. However, what’s often described as “unpredictable” by some exhibitors, like shipping, labor, or show services, is more often the result of poor planning. Everyone and every company that provides services to exhibitors understands that communicating deadlines, pricing, timelines, and expectations makes everyone’s job easier. They don’t want surprises any more than you do.
Successful trade show marketing doesn’t happen by accident. There’s always a strategy and a plan. The key is identifying the right strategy and executing the right plan. For a deeper dive into how to plan for a trade show, see “Trade Show Planning: A Step by Step Guide.”
The Largest Auto Shows in the US
These four auto shows are pivotal events for the automotive industry and car enthusiasts alike. They serve as platforms for automakers to debut new models, showcase concept cars, and display the latest automotive technologies. They also provide a space for consumers to explore a wide range of vehicles and learn about emerging trends.
Here are the four largest auto shows in the United States:
Held in Detroit, Michigan, this show has a long history dating back to 1907. Formerly known as the North American International Auto Show (NAIAS), it is considered one of the most important auto shows globally, often hosting significant world and North American debuts. Usually held in January at Huntington Place, the Detroit Auto Show features over 30 brands, nearly 500 vehicles, and an indoor EV experience.
Since 1901, The Chicago Auto Show has been the largest and longest running auto show in the United States. Held at McCormick Place, it typically takes place in February. The 2025 show was held from February 8-17 and featured a vast array of domestic and imported vehicles, concept cars, and interactive exhibits. It’s known for its extensive indoor test track and EV education center.
The New York International Auto Show was the first automotive exhibition in the United States. It’s held annually at the Jacob Javits Convention Center in New York City, usually in the spring. The 2025 show was held from March 28 to April 6 and celebrated its 125th anniversary. It featured a blend of historical exhibits and future-focused displays, with a significant emphasis on electric and autonomous vehicles.
Held annually at the Los Angeles Convention Center, typically in November or December, this show has been running since 1907. It is one of the “Big Four” major auto shows in North America and is known for its focus on green technology and luxury vehicles. The 2025 show includes AutoMobility LA, a press and industry preview, and features numerous production model debuts, concept cars, and a growing emphasis on electric vehicles and Southern California’s car culture.
These major auto shows play a crucial role in shaping the automotive landscape by providing a platform for innovation, competition, and consumer engagement. They attract industry professionals, journalists, and the public, offering a glimpse into the present and future of the automobile.
Must-Attend Auto Trade Shows for B2B Exhibitors
While shows like the New York International Car Show and the Detroit Car Show attract automotive professionals, car enthusiasts, and anyone interested in the latest automotive models, the auto trade shows listed below are strictly for B2B attendees and exhibitors. They are the heartbeat of the latest products, industry trends, and hearing from the movers and shakers in the automotive industry.
The premier trade-only event for the automotive specialty equipment market, featuring thousands of product innovations from aftermarket parts and accessory suppliers. SEMA brings together manufacturers, distributors, retailers, customizers, media, and other professionals in the specialty automotive equipment market.
This is a premier global event representing the $1.6 trillion automotive aftermarket industry. AAPEX features a vast exhibition floor with auto parts and technology suppliers, networking opportunities, and hands-on training. It is co-located with the SEMA Show but focuses on the broader aftermarket, including parts for everyday vehicles.
This expo is specifically for suppliers of automotive interior components, materials, and technologies. It’s a key event for designers, engineers, and procurement managers from OEMs and Tier 1 and 2 suppliers of interior components.
The Work Truck Association is North America’s largest event for the work truck and commercial vehicle industry. The Work Truck Show attracts fleet managers, truck dealers, upfitters, truck manufacturers, repair professionals, and engineers and product developers.
The premier event for the automotive industry, primarily focused on franchised new car and truck dealerships and the companies that serve them.The NADA Show is designed to provide insights, strategies, and networking opportunities to help dealerships thrive. It covers all aspects of the dealership business, from sales and marketing to fixed operations, technology, and management.
Electric Vehicle Trade Shows to Watch in 2025 and 2026
Exhibitors participating in Electric Vehicle shows benefit from a rapidly evolving and critical sector of the automotive industry. EV shows enable them to connect experts and forge partnerships, launch new products, gain market insights, generate sales, and gather market feedback. These trade shows are vital marketplaces and knowledge hubs for every segment of the electric vehicle industry.
North America’s largest event for advanced vehicle technology and clean fuels, encompassing commercial vehicles, fleets, and infrastructure. It features a large expo hall and conference sessions.
A major international event recognized as the premier gathering for academic, government, and industry professionals involved in electric drive technologies. Covers a wide range of topics, including battery technology, charging infrastructure, and autonomous mobility.
A leading North American event specifically for battery and electric vehicle technology professionals, highlighting the latest in battery manufacturing, EV technology, and hybrid systems.
Connects the broader mobility ecosystem, including significant EV components, bringing together leaders from OEMs, CPOs, fleet operators, battery manufacturers, and government.
Exhibiting at an Auto Show: How to Stand Out
All trade shows are about products and services, but at an automotive trade show, the vehicles are the main attraction. They dominate the show floor and the “displays” are the supporting cast. But that doesn’t mean the displays are insignificant. They’re there to draw attention to the booth and define each exhibitor’s branding and messaging.
Tips to consider when planning your trade show booth space:
Know Your Audience and Identify Clear Objectives
Maximize Your Footprint while Optimizing Traffic Flow.
Make a Powerful First Impression
Prioritize Clarity and Messaging
Create Engaging Experiences
Use Lighting to Create a Welcoming Atmosphere
High Quality Materials and Finishes will Elevate your brand
Leverage Technology
Pre-show and Post-show Marketing will Drive Traffic and ROI
Work with Exhibit Industry Professionals
The exhibit house you select should play a crucial role in your success at an automotive trade show. Not only do they know the ‘ins and outs” of trade shows but they also understand the nuances of automotive shows. Most exhibit houses offer a wide range of services and expertise that can make exhibiting easier and maximize their return on investment. Here are a few of their services:
Strategic Planning and Consultation
Comprehensive 3D and Graphic Design Services
Custom and Modular Exhibit Fabrication
Logistics Knowledge, I&E Expertise, and Storage Solutions
Technology Integration and Support
Value Engineering and Rental Options
Exhibition Services and Project Management
Trade Show Staff Training
Successful automotive trade shows don’t happen by accident (pun intended). They require exhibitors who are committed to a strategic marketing plan, the implementation of that plan, and the partnership of an exhibit house that understands your business and the automotive industry. Done well, the dollars spent on an exhibit and in preparation for a trade show will be rewarded with higher sales and increased customer loyalty.
Ideas for Exhibiting at an Auto Parts Trade Show
Every exhibitor wants their booth to be the main attraction. But crowds shouldn’t be the goal. Instead, you want potential clients who have a sincere interest in your products and a budget to purchase them. Attracting, educating, and entertaining them are often interchangeable on the show floor. Here are some ideas to get the brainstorming wheels moving:
Interactive & Experiential:
Gamification Challenges: Create a fun, interactive game related to your automotive product or service. Offer prizes for top scores or participation (e.g., a timed puzzle, a virtual race, a “build-a-widget” challenge).
VR/AR Experiences: Immerse attendees in a virtual or augmented reality experience showcasing your product in action, demonstrating its benefits in a unique way, or offering a futuristic glimpse.
Workshops/Demos: Offer mini-workshops or interactive demonstrations where attendees can learn a new skill related to your industry or directly experience the value of your offering.
Interactive Polls and Quizzes: Use large screens or tablets to run engaging polls or quizzes related to auto industry trends or your product. Display real-time results to spark conversation.
Intriguing & Curiosity-Driven:
Mystery Box Reveal: Have a wrapped or obscured product and reveal it at specific times, creating anticipation and drawing a crowd.
Unlock the Future Concept: Use a locked box or digital puzzle that attendees need to solve by interacting with your booth or learning about your product to win a prize.
Contests with Desirable Prizes: Offer a grand prize that’s highly desirable and relevant to your audience (e.g., a free product, a VIP experience, a valuable service).
Behind-the-Scenes Glimpse: Offer a virtual tour or live feed showcasing your company’s process, innovation lab, or unique company culture.
Value-Driven & Educational:
Consultations: Offer brief, free consultations or advice sessions related to your expertise. This positions you as a valuable resource.
Exclusive Show Discounts/Offers: Provide significant discounts or special bundles that are only available to attendees who visit your booth.
Lunch and Learn Sessions: If space allows, host short, informal presentations or Q&A sessions during lunch hours, offering valuable insights and attracting attendees looking for a break.
Product Teardowns/Explainer Sessions: For technical products, offer visual breakdowns or simplified explanations of how they work and their key benefits.
Social & Engaging:
Social Media Wall: Display a live feed of social media posts using your event hashtag, encouraging attendees to share their experiences at your booth.
Influencer Meet and Greets: If relevant, partner with industry influencers to host meet-and-greets or Q&A sessions at your booth.
Collaborative Booth Activities: Partner with complementary (non-competing) exhibitors to host joint activities or cross-promote each other’s booths.
Live Podcast Recording: If you have a podcast, consider recording an episode live from your booth, attracting listeners and engaging attendees.
Always promote your activities both before and during the show through social media, email, and show guides. Secondly, don’t assume your staff understands how to interact with attendees in your booth. Conduct training which includes understanding your show goals, explaining everyone’s role in the booth, and posting a schedule for breaks. Finally, measure your success by tracking which activities are most effective in attracting and engaging attendees.
By implementing some of these ideas, you can create a memorable and impactful presence at your next trade show, drawing in more attendees and achieving your business objectives.
Planning for 2025 Auto Shows? We’ll Help You Exhibit Smarter
Preparing for your first automotive trade show is a bit like studying for your driver’s license. You read the DMV guides, watch a few videos, and practice driving around a parking lot or deserted country road. Most of us take classes from a driving instructor who teaches us to follow the rules of the road, and prepares us for the driving test.
Working with an exhibit house and trade show professional is like having a driving instructor, committed to your success before, during, and after each trade show. They ensure you maximize your trade show return on investment while minimizing your expenses.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
