The International Manufacturing Technology Show (IMTS) isn’t just a trade show; it is the manufacturing industry’s massive family reunion that happens only once every two years.
With over 1,700 exhibitors and nearly 90,000 registrants descending on McCormick Place, the competition for attention is fierce. How do you ensure your booth stops traffic rather than just being part of the background noise?
We’ve compiled the ultimate roadmap in our new e-book, but to get you started, here are 7 Exhibitor Strategies best practices to maximize your ROI at the next show.
1. Prioritize Tactile Demos
In the manufacturing world, seeing is believing, but touching is selling. Static displays often get bypassed.
Whether you are showcasing automation or tooling, prioritize “chips flying” moments—live, safe interactions where attendees can touch the finished parts or interface with the controls. A hands-on demo accelerates the sales cycle far faster than a digital brochure ever could. IMTS provides the ultimate environment to demonstrate your machinery and equipment.
2. Design “Shareable Moments”
In a sea of industrial gray, be the splash of color. Integrate unique photo opportunities—like a custom motorcycle machined by your tools, a themed “selfie station,” or a prop-heavy setup.
These moments encourage attendees to snap a photo and post it, extending your booth’s reach beyond Chicago and onto LinkedIn feeds worldwide.
3. Foster Connection with Hospitality
McCormick Place is massive (over 1.2 million sq. ft.), and “trade show fatigue” is real.
Designing a hospitality space with comfortable seating and charging ports doesn’t just offer rest; it creates a natural environment for relationship building. Use this space for face-to-face networking to convert casual visitors into warm leads in a lower-pressure setting.
4. Hack the “MyShow Planner”
Don’t wait until you’re on the show floor to be discovered. Update your digital showroom profile months in advance. Savvy attendees use the IMTS “MyShow Planner” to map their route before they even pack their bags. If you aren’t on their digital bookmark list, you might not make their physical schedule.
5. The 3-Second Rule: Cohesive Branding
Your booth needs to communicate your value proposition in under three seconds. Use high-impact backlit graphics or LED Video walls, and emotive activations that align immediately with attendee needs—whether that’s CNC efficiency, robotics, or quality assurance.
Dynamic motion acts as a beacon in the hall, capturing attention from the aisle in milliseconds.
Clear, bold branding serves as a visual proxy for your technical competence. In a crowded hall like McCormick Place, a cohesive aesthetic—anchored by high-definition visuals like LED walls—does more than just catch the eye; it establishes immediate brand equity. By presenting a polished, high-tech front, you subconsciously signal to engineers and buyers that the precision of your machinery matches the quality of your presentation. This instantly positions you as a premium solution provider before a single conversation begins.
6. Plan for the Follow-Up
The fortune is in the follow-up. Before the show starts, ensure your team has a unified system for capturing leads and taking notes.
Attending the IMTS Exhibitor Workshops can also provide new tactics for lead generation, ensuring that the handshake you made in September turns into a contract in October.
7. Power in Numbers
You don’t have to go it alone. Collaborate with organizations like AMT (The Association For Manufacturing Technology) for targeted marketing. These partnerships can help you attract specific attendees who are looking for exactly the kind of efficiency-boosting innovations you provide.
📥 Get the Full Playbook
These tips are just the surface. For a deep dive into booth strategy, design trends, and pre-show marketing, download our latest guide. Get the Full Playbook.
