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Plans are well underway for the 2026 Business Expo this April at Bingemans.

Jointly hosted by the Cambridge, Guelph and Greater Kitchener Waterloo Chambers, this annual event is one of the largest tradeshows in the region providing more than 200 exhibitors the opportunity to interact with at least 1,500 attendees over the course of several hours.

For many local businesses, it’s the chance to make vital connections and strengthen brand recognition in a method digital marketing cannot.

“You should always take part in tradeshows,” says Arjun Binning, Account Manager, Nedlaw Living Walls. “And I say this because you can always learn a great deal digitally about a business, but you won't ever truly know what that business is capable of or what their team is comprised of, based off of something that you read online.”

Through his work Arjun is quite familiar with tradeshows and typically finds himself representing the Cambridge-based company at least eight to 10 annually, including the Business Expo. In fact, under his leadership Nedlaw Living Walls was named ‘best booth’ at last year’s event and will be back again this spring.

Building trust

But participating in tradeshows is not about accolades for him or the Nedlaw team, it’s about the ability to interact directly with potential customers, partners, and stakeholders since face-to-face communication helps build trust, credibility, and rapport more quickly than online interactions. 

Tradeshow attendees ask questions, see demonstrations, and engage in meaningful conversations, allowing businesses to better understand customer needs and pain points. These personal interactions often lead to stronger, longer-lasting business relationships.

“If you want to form a relationship that's going to last for years with partners, being able to meet in person has a completely different feel than just sending a quick e-mail,” says Arjun, who encourages any business thinking about participating in a tradeshow to first define its objective. “You need to have an objective in mind of what it is that you want to achieve when you get there. What do you want out of it?” 

Ashley Gould, owner of Cinis Marketing and another Business Expo participant, agrees and says not all tradeshows can provide what a business may be seeking.

“If you primarily serve business to business and you’re taking part in a business to consumer tradeshow, there’s really no point in you being there because you’re not going to get anything out of it,” she says. “But the great thing about the Business Expo is that it does have a business-to-business component and a business to consumer facet, so you’re getting both kinds of people.”

Clear value proposition

Like Arjun, Ashley is an avid supporter of the tactile aspect of tradeshows since they can provide an ideal environment for showcasing products and services in a hands-on way.

Many businesses use live demonstrations to allow attendees to see features, benefits, and applications in real time, making the value proposition clearer and more memorable, but there can be missteps when it comes to setting up a booth.

“Sometimes people may look at what the trending thing is right now to have in your booth, but if it has nothing to do with your business and you can’t tie it in is it really beneficial?” asks Ashley. “Making sure you have that hook and that pitch, and ensuring it all ties together is very important.”

For Arjun, having an educational ‘piece’ in place is vital when attendees visit a Nedlaw booth at a tradeshow rather than just using gimmicks to attract attention. 

“If your goal is to sell sunglasses, don’t just try to market a rack of sunglasses at your booth, try to make it more about what is unique about your company and something you want visitors to learn,” he says, noting making a sale should not be the primary objective.

“Trying to teach people about what your company does keeps them interested. Your end goal is to teach them what is you do and there’s nothing better than word of mouth.”

Business opportunities

Ashley agrees and says it’s important that exhibitors also take a moment to work the tradeshow floor by visiting other booths, which could also lead to other opportunities for your business.

In terms of her own approach, when participating at a tradeshow she also takes a moment to readjust her booth.

“I think having a table in front is actually a deterrent because personally, if I see a person sitting at a booth behind a table looking at their phone, I’m not going to walk towards them,” says Ashley. “The first thing I always do is slightly move the table so I’m standing in front so that when people approach, we can talk face-to-face as opposed to there being a barrier between us.”

Click here to learn more about the 2026 Business Expo April 15 at Bingemans.

Tips to maximize your ROI at a tradeshow

Set clear objectives

Objectives may include generating qualified leads, launching a new product, increasing brand awareness, or strengthening relationships with existing clients. Without defined objectives, it becomes difficult to measure results or justify the investment.

Choose the right tradeshow

Research events carefully to ensure they attract your target audience and align with your industry and budget. Participating in the right show increases the likelihood of connecting with decision-makers who have genuine interest in your offerings.

Design an eye-catching booth

Use clear messaging, strong visuals, and consistent branding to communicate who you are and what you offer within seconds. Avoid clutter and ensure your key value proposition is visible from a distance. Lighting, colour, and layout all play important roles in drawing attention and encouraging people to stop.

Train and prepare your staff

Train them on product details, key talking points, and how to qualify leads efficiently. Staff should focus on engaging attendees rather than standing behind tables or using mobile phones. Professional appearance, positive body language, and active listening make a significant difference in visitor engagement.

Engage attendees with purpose

Use product demonstrations, samples, or short presentations to spark interest and start conversations. Ask open-ended questions to understand visitor needs and tailor your message accordingly. The goal is to create meaningful interactions, not just collect business cards.

Promote your presence in advance

Maximize attendance at your booth by promoting your participation before the event. Use email campaigns, social media, and your website to inform customers and prospects where to find you. Scheduling meetings in advance ensures high-quality conversations and makes efficient use of your time at the show.

Capture and organize leads effectively

Have a clear system for collecting and qualifying leads, whether through badge scanners, digital forms, or written notes. Record key details such as level of interest, purchase timeline, and specific needs. Organized lead capture ensures smoother follow-up and increases conversion rates after the event.

Follow up promptly after the show

Reach out to leads quickly while your brand and conversations are still fresh in their minds. Personalize communications based on discussions held at the booth and provide relevant information or next steps. Timely follow-up turns trade show conversations into real business opportunities.