An article written by Imane El Qouatli Lizdihar – Marketing & Sales Support in the Trade Show World | Strategy, Content & Client Engagement

First impressions matter

At trade shows, just like in life, there’s an uncomfortable truth: first impressions matter more than we’d like to admit. And as superficial as it may sound, many visitors decide in just 3 seconds whether to walk into your stand or not. Why? Because something speaks to them. Sometimes it’s the colors, other times it’s the structure, or even something they can’t quite explain. But the truth is: your space speaks—even before you do.

In a world of quick scrolls…

Today, attention spans last as long as a scroll. Visitors no longer wander through halls calmly; they scan, decide quickly, and move on. That’s why brands have just a few seconds to catch someone’s eye.

The first 3 seconds… and what comes next

Grabbing attention is just the beginning. What turns a visit into an opportunity is the story you tell, how you make your audience feel, and how you turn that moment into an experience aligned with your brand.

It’s no longer just about attracting—it’s about creating a spark in record time. And for that, every detail matters: the layout, the lighting, the interaction, the human touch… and the emotion. Because in the end, what moves you stays with you. And what stays with you… gets chosen.

It’s not just about design—it’s about coherence

A beautiful stand might attract. But a well-thought-out stand connects. And that goes far beyond aesthetics: it’s about the materials, the flow of the space, the way you invite people in… and also about something less tangible: the way you make them feel.

If your brand is warm and approachable—why does your stand feel cold? If your product is premium—why doesn’t the quality reflect that?

Cheap doesn’t always mean savings

This is something I’ve learned over time and through many real conversations with exhibitors. Trying to cut costs often leads to sacrifices in quality, guidance, or planning… and in the end, that has a price—whether it’s last-minute issues, poor brand image, or missed opportunities.

Investing in a well-built stand isn’t a luxury—it’s a key part of your strategy.

A personal example

Some time ago, I recorded a video with 5 tips to help a stand stand out at any trade show. I made it because I’ve seen many brands with huge potential fail to shine—not because they lacked ideas or products, but because they didn’t understand what a trade show truly is: a live experience.

Conclusion

Trade show marketing is no longer about “just being there.” It’s about strategic action. The brands that understand the power of those first 3 seconds are the ones that make a lasting impression — long after the event is over.

• Imane El Qouatli Lizdihar