IMTS 2026 was our first time exhibiting in a booth. Here's what we learned.
Our team has hosted plenty of events before, but a booth at a show this size is its own animal. You're one of thousands, surrounded by companies with massive footprints, live machines running, and marketing budgets that could fund our whole year. And every person walking by is exhausted, overstimulated, and on a mission to get somewhere else.
So we treated it like an experiment. We came in with a plan, threw a lot at the wall, watched what happened, and adjusted as we went.
1. Details and display matter
A booth full of real, physical things gave people a reason to stop. On a show floor that big, you have about two seconds to earn someone's attention, and a screen alone doesn't do it. Our lightbox, decor, and race tires all got noticed.
A strong theme also meant more conversation starters, which is really the name of the game. Do what you have to do to get noticed.
2. Merch is proof, not swag
Our custom metal business cards got a reaction every single time. People held onto them, and that's the whole point of a business card.
The custom jackets with our client patches did double duty: they looked great, and they showed who we already work with before we said a word.
Good merch isn't just swag. It tells people you care about the details, and they assume you'll care about theirs too.
3. Crowds attract crowds
Once the booth got busy, it pulled even more people in. A few good conversations turned into a line, and the line became its own advertisement.
West Hall was the right call for our audience. Booth placement isn't a logistics detail; it's a strategy decision. And be kind to your neighbors. That goes without saying.
4. Speak the language
Manufacturers don't want to hear about "AI." They want to see their problems solved.
Our use case catalogs changed how conversations started. Visitors flipped through, found the problem that looked like theirs, and every conversation became about their shop instead of a pitch.
5. The show doesn't end when the booth comes down
Quick, personal follow-ups beat polished mass emails. People remember who remembered them.
Getting in the arena
If I had to sum it up: the booth earns you attention, but how you hold that attention is up to you.
I'm sure seasoned exhibitors are reading this and nodding. But when you're a young company, you learn the most by getting in the arena, paying attention, and being willing to admit what you got wrong. If you have a booth trick we should steal, or a mistake you'll never make again, we're taking notes for next time.
