Trade Show Strategy
What Are Trade Shows for Countertop Fabricators?
Trade show strategy is an important topic for countertop fabrication professionals.
Trade shows are industry events where countertop fabricators can exhibit their work, discover new materials and equipment, network with suppliers and contractors, and generate leads. For the stone and countertop industry, events like KBIS, StonExpo, and regional home shows offer direct access to the people who influence your business - from stone distributors and tool manufacturers to contractors, designers, and homeowners.
TL;DR
- Choose shows based on your goals - industry shows for supplier relationships, home shows for consumer leads
- A 10x10 booth done well beats a 20x20 booth done poorly - focus on display quality, not square footage
- Bring actual stone samples - nothing replaces touching and seeing real material
- Lead capture must be systematic - use a tablet or app, not a fishbowl of business cards
- Follow up within 48 hours or lose 80% of your show leads to competitors
- Budget $3,000-$10,000 per show including booth, travel, materials, and staff
- Measure ROI by tracking leads from each show through to closed revenue
Types of Shows and Which to Attend
Industry Trade Shows
These shows are B2B focused - you will meet suppliers, tool vendors, and other industry professionals.
| Show | Focus | Audience | Best For |
|---|---|---|---|
| KBIS (Kitchen & Bath Industry Show) | Kitchen and bath products | Designers, builders, dealers | Industry networking, product discovery |
| StonExpo/Marmomac Americas | Stone industry | Fabricators, suppliers, tooling | Stone sourcing, equipment, techniques |
| Coverings | Tile and stone | Architects, designers, distributors | Design trends, material discovery |
| The International Surface Event (TISE) | Surfaces (stone, tile, flooring) | Full supply chain | Broad industry connections |
| Regional stone/fabricator shows | Local industry | Area fabricators, suppliers | Local networking, regional suppliers |
Consumer Home Shows
These shows put you in front of homeowners actively planning renovations.
| Show Type | Audience | Lead Quality | Cost |
|---|---|---|---|
| Local home and garden shows | Homeowners | Mixed - many browsers, some buyers | $1,500-$5,000 |
| Kitchen and bath expos | Homeowners planning K&B work | Higher intent | $2,000-$6,000 |
| Parade of homes | Homebuyers and renovators | Good, especially if you did the countertops | Varies |
| Builder shows | Contractors and builders | Trade leads | $1,000-$4,000 |
Strategy: Attend 1-2 industry shows per year for supplier relationships and education. Attend 2-4 consumer shows per year for lead generation in your local market.
Booth Design and Setup
Booth Size Recommendations
| Shop Size | Recommended Booth | Budget |
|---|---|---|
| Small (under $1M revenue) | 10x10 | $2,000-$5,000 total |
| Mid-size ($1M-$3M) | 10x10 or 10x20 | $4,000-$10,000 total |
| Large ($3M+) | 10x20 or 20x20 | $8,000-$25,000 total |
A well-executed 10x10 booth outperforms a poorly done 20x20 every time. Invest in quality, not square footage.
What to Display
Your booth should make people stop walking and start looking:
- Full-size countertop section - A 4-6 foot piece of your best material installed on a small cabinet display
- Stone samples - 6-12 of your most popular materials in large format (12x12 minimum)
- Edge profile display - A sample showing 5-8 edge options on actual stone
- Photo portfolio - Large-format prints or a digital display cycling through your best projects
- Before/after displays - Dramatic visual transformation stories
Booth Design Tips
- Lighting is non-negotiable - Bring your own LED lights. Convention center lighting is flat and unflattering for stone.
- Clean, uncluttered layout - Less is more. Give each display piece room to breathe.
- Branding should be visible from 20 feet - Your company name and what you do should be readable from the aisle.
- Interactive elements - Let people touch the stone, feel edge profiles, see the differences between materials.
- Avoid table barriers - Do not put a table between you and the aisle. It creates a psychological wall.
Lead Capture Strategy
Systematic Lead Collection
Random conversations become forgotten conversations within days. You need a system:
| Method | Pros | Cons |
|---|---|---|
| Tablet with form (Google Forms, Typeform) | Quick, organized, exportable | Requires charging |
| Badge scanner (if available) | Instant capture, minimal friction | Only captures contact info, not project details |
| Paper forms | No tech issues | Hard to read, easy to lose, slow to digitize |
| Business card collection | Low friction for visitors | No project details, hard to follow up meaningfully |
Best practice: Use a tablet with a short form that captures:
- Name
- Phone
- Project type (kitchen, bathroom, commercial)
- Timeline (within 3 months, 3-6 months, just browsing)
- Material interests
- How they heard about the show
Qualifying Leads at the Booth
Not every person who visits your booth is a lead. Train your team to qualify quickly:
- Hot lead: Has a specific project, timeline within 6 months, knows budget range. Get full details and schedule a follow-up.
- Warm lead: Interested but no specific timeline. Capture contact info and add to your email nurture sequence.
- Browser: Just looking. Friendly conversation, hand them a business card, move on.
Spend 80% of your booth time on hot and warm leads.
Show Day Execution
Staffing Your Booth
- Minimum 2 people at the booth at all times (consumer shows can run 8-10 hours)
- Rotate every 2-3 hours to keep energy high
- At least one decision-maker present for serious conversations about pricing and capabilities
- Dress professionally but approachably - branded polo shirts work well
- Keep water and snacks at the booth for your team (and visitors)
Engagement Tips
- Stand, do not sit - Sitting signals disinterest
- Step into the aisle - Do not wait for people to enter your booth
- Open with a question, not a pitch - "Are you planning a kitchen project?" beats "We are ABC Stone, let me tell you about our company"
- Let people touch the stone - Hands-on interaction creates emotional connection
- Have a quick demo ready - If possible, show a small sample of your edge finishing or polishing process
Giveaways and Promotions
| Giveaway | Cost | Effectiveness |
|---|---|---|
| Free consultation certificate | $0 (your time) | High - drives post-show appointments |
| Branded cutting board or coaster | $5-$15 each | Medium - practical and memorable |
| Show-only discount (10-15% off) | Variable | High - creates urgency to act |
| Free edge upgrade certificate | $0-$200 value | High - differentiating offer |
| Drawing for a free bathroom vanity top | $500-$1,000 | High - collects many contact details |
The best giveaway is one that requires the person to give you their contact information and relates directly to your services.
Post-Show Follow-Up
The 48-Hour Rule
Follow up with every lead within 48 hours of the show ending. After that, your conversion rate drops sharply as leads cool off and competitors reach them first.
Follow-up sequence:
Day 1-2 (post-show): Personalized email to every lead
"Great meeting you at [Show Name]! You mentioned you are planning a [kitchen/bathroom] project with [material]. I would love to continue our conversation - here are a few times I am available this week for a call or showroom visit."
Day 3-4: Phone call to hot leads (anyone with a specific project and timeline)
Day 7: Follow-up email to anyone who has not responded
Day 14: Add unresponsive leads to your regular email nurture sequence
Organizing and Tracking Show Leads
- Import all leads into your CRM or quoting system within 24 hours
- Tag each lead with the show name and date
- Assign hot leads to your sales team for immediate follow-up
- Track from lead to quote to closed sale to calculate show ROI
Measuring Trade Show ROI
Tracking Your Investment
Total show cost formula:
| Cost Category | Typical Range |
|---|---|
| Booth rental | $500-$5,000 |
| Booth design/materials | $500-$3,000 |
| Travel and lodging | $500-$2,000 |
| Staff time (opportunity cost) | $500-$2,000 |
| Giveaways and printing | $200-$1,000 |
| Shipping display materials | $200-$1,000 |
| Total per show | $2,400-$14,000 |
Calculating ROI
Track every lead back to its source. If a show costs $5,000 and generates 30 leads, you need to know:
- How many of those 30 became quotes?
- How many quotes closed?
- What was the total revenue from those closed jobs?
Example: $5,000 show cost, 30 leads, 10 become quotes, 4 close at $5,000 average = $20,000 revenue. ROI: 4x return.
FAQ
Which trade show should a new fabricator attend first?
Start with a local home show in your market. The investment is lower ($2,000-$5,000 total), the leads are local, and you will learn booth operations before investing in a major industry show.
How far in advance should I book a trade show booth?
Six to twelve months for major industry shows (KBIS, StonExpo). Two to four months for local home shows. Popular booth locations sell out early, so book sooner for better placement.
Is it worth attending trade shows just to walk the floor (not exhibit)?
Yes. Walking a show costs only the registration fee and your travel. You can meet suppliers, see new equipment, learn techniques, and network - all valuable even without a booth.
How many staff should I bring to a trade show?
Two to three for a 10x10 booth at a consumer show. Two is the minimum - one person alone cannot take breaks, eat, or handle multiple visitors. For industry shows, one or two is typically enough.
What is the biggest mistake fabricators make at trade shows?
Failing to follow up. Most shops collect leads at the show and then let them sit for weeks. The shops that call within 48 hours win the business.
How do I measure if a trade show was worth the investment?
Track every lead from the show in your CRM. Six months after the show, calculate total revenue from show-sourced leads versus total show cost. Aim for at least 3x return.
Should I bring stone samples or just photos?
Both. But stone samples are more important. People want to touch and see the real material. Photos supplement the tactile experience.
How do I stand out at a crowded home show?
Light your booth well (most booths have terrible lighting). Bring a dramatic countertop piece that stops foot traffic. Have engaging staff who ask questions instead of waiting for visitors to approach. Run a drawing or giveaway that collects contact information.
Can I share a booth with another business?
Yes - sharing with a cabinet company, tile supplier, or kitchen designer can reduce costs and attract a wider audience. Just make sure both businesses have clear signage and do not compete for attention.
How do I decide between a home show and an industry show?
Home shows generate consumer leads. Industry shows build supplier and trade relationships. Most established fabricators should do both - prioritize home shows for direct revenue and industry shows for long-term business development.
Make Every Trade Show Count
Trade shows are an investment of time and money. The fabricators who get the best return are the ones with a plan - from booth design through post-show follow-up.
Start your 14-day free trial of SlabWise and turn show leads into managed projects with Quick Quote for fast estimates and the Customer Portal to keep every prospect organized and informed.
Sources
- Center for Exhibition Industry Research (CEIR) - trade show ROI and performance data
- KBIS (Kitchen & Bath Industry Show) - exhibitor and attendee statistics
- StonExpo/Marmomac Americas - stone industry event data
- Exhibitor Magazine - booth design and lead capture best practices
- Trade Show News Network - industry event trends and benchmarks
- National Kitchen and Bath Association (NKBA) - industry event participation data