Trade shows are one of the biggest line items in a building products marketing budget, but too many manufacturers treat their booths like product showrooms instead of experiences.

On this episode of Smarter Building Materials Marketing, Beth talks with Shaun Jennings, Senior Marketing Communications Manager at FastenMaster, about what it actually takes to make a trade show booth work. They cover how to choose the right shows, why product demonstrations outperform displays, how to staff a booth for real conversations, and why the best trade show marketing happens after everyone goes home.