By Rainier Brandworks
We’ve been walking a lot of trade shows lately, and one thing has stood out, many small booths, especially 12x12 setups, are getting it wrong.
So here are a few free, quick tips to help outdoor recreation brands get more out of their trade show presence.
Rethink the “Table Front and Center” Setup
As you know, there isn’t much space in a 12x12 booth. So why take up most of it with a large table front and center, with chairs directly behind it?
Yes, this setup puts you in a good position to talk with potential customers. But once the aisles fill up, it often has the opposite effect. People hesitate to stop, avoid your booth entirely, or get frustrated when conversations spill into the aisle, causing them to walk right past you.
Instead, consider placing your table against the back wall and removing chairs if possible. This creates a more open, inviting booth that people can comfortably step into without worrying about foot traffic.
Bonus: If you’re used to a standing desk in the office, standing all day at a trade show is much more manageable. Consider it leg day. 💪
Create an Interactive Experience
Every booth, especially smaller ones, should include something related to your business that invites interaction and encourages people to engage with your brand.
This could be as simple as a raffle to win one of your products. Not only does this capture contact information for future remarketing (which is incredibly valuable), but it also gives attendees a reason to stop, ask questions, and learn more about what you offer.
A great example of this was at the Washington Sportsmen’s Show. Batson Enterprises, a fishing rod component company, featured a fishing simulator attached to one of their rods using braided line. The simulator replicated the pull of different fish species, from trout to 300-lb tuna, to demonstrate rod strength. The movement and excitement drew a crowd, and once people stopped, they naturally learned about the product.
Use Unexpected Visuals to Stop Traffic
Another standout example came from Mule Expedition Outfitters, featuring a Four Wheel Camper mounted on a late-1960s Ford pickup.
This isn’t a typical vehicle for that camper, but that was exactly the point. The classic truck grabbed attention, pulled people into the booth, and sparked conversations. While there, attendees would check out the truck, ask about the camper line, and then learn how Mule outfits other vehicles as well.
This is a perfect example of how unexpected visuals and experiential marketing can turn casual passersby into meaningful conversations.
Want more help with your show booth? Contact Rainier Brandworks today and lets talk.
Update: Feb 3rd, 2026
We just got done walking and meeting with clients at the 2026 Seattle Boat Show. A majority of the exhibitors at the boat show were displaying correctly with inviting booths out of the aisles, as mentioned above. Although not 12x12 in size, the display images below will give you the idea of proper booths.
