Trade show marketing is evolving fast: Attendees come in with higher expectations, brands’ budgets are tighter, and competition is rising across every sector — especially for brands in the building materials industry. To win in 2026, brands need a strategy that blends human connection, strong content, digital integration, and thoughtful follow-up.

True Digital Communications has drawn on their extensive experience working with marketing and sales teams across the building products and manufacturing industries, helping them navigate what works and what no longer resonates.

In their Playbook, they have created expert insights on how to prepare for a trade show and build a presence that stands out including:

• What to Expect in the 2026 Trade Show Season: While the industry loves to talk about emerging technologies, the most influential trade show trends of 2026 center around something much simpler: clarity and relevance.
• How to Prepare for a Trade Show in 2026: The most successful brands don’t confuse trade show planning with booth design.  These elements include strategic planning and experience building.
• How to Build Experiences Your Audience Really Wants: Trade show attendees move quickly through the show floor, often making split-second decisions about where to stop.  Insights including how to align sales and marketing and using AI to strengthen visibility.
• Turning Post-Show Momentum into Real Results: While badge scans and swag distribution tell part of the story, the real success of a show unfolds afterward.

Get the full set of insights and strategies at: The Ultimate Trade Show Marketing Playbook for 2026 >