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Eighty-five percent of your booth’s success depends on the people standing inside it. That single fact should make every exhibitor sit up straight. Your booth design may win awards. Your products might be world-class. But if the team representing you on the show floor isn’t prepared, engaged, and confident, your investment (no matter how big) will fall short. 1. Choosing the Right Booth Staff for Trade Shows Before training begins, you need the right individuals. Not everyone

When it comes to entering new markets, visibility is survival. You can’t build relationships from behind a screen or hope algorithms do the heavy lifting. The brands that win are the ones that show up. Exhibiting at trade shows is one of the most effective ways for international companies to break into new regions, especially in fast-growing markets like East Africa. The best part is creating an experience that connects your brand with the right people, at the right time, in

The continent’s exhibition calendar for 2026 is packed with high-impact trade shows that reveal just how fast Africa is industrializing, digitalizing, and connecting with the world. From renewable energy in Nairobi to smart manufacturing in Casablanca, these events are where deals are made, partnerships are born, and industries take shape.  1. Buildexpo Africa – Nairobi, Kenya (July 8–10, 2026) Africa’s construction and infrastructure heartbeat. Buildexpo brings together hund

“Failing to prepare is preparing to fail.” Benjamin Franklin. That quote might feel overused, but on the trade show floor, it’s painfully true. Every year, brilliant brands spend thousands on exhibitions, only to fade into the background because of avoidable mistakes. Exhibiting for the first time can feel overwhelming, but with the right preparation and mindset, it can become a launchpad for growth. Let’s break down the key mistakes first-time exhibitors make and how you can

In a world where attention is the new currency, your booth is your handshake. At a trade show, you’ve got seconds, to make someone stop, look, and step inside. The difference between a packed booth and an empty one usually comes down to two things: smart design and human psychology. Design Your Trade Show Booth with Purpose People process visuals 60,000 times faster than text. That means your booth’s look tells your story before you do. Choose a clear visual hierarchy: bold b

Across Africa’s fast-growing trade show landscape, brands are competing for attention like never before. Whether it’s in Ethiopia, Kenya,...