Every June, Calgary welcomes the global oil and gas industry to the Global Petroleum Show (GPS). As one of the largest events of its kind, GPS gives companies across the sector an opportunity to engage, connect, and do business.
This year, while attendance and exhibitor numbers were down, expectations remained cautiously optimistic. Some saw the show as a chance to strengthen existing relationships, while others were simply hoping to uncover whatever new opportunities might still exist.
Our team attended GPS 2016 firsthand. For some of us, it was a first visit; for others, a return. What quickly became clear was that each of us experienced the show from a very different perspective.
A Perspective for Brands
Although this marked only our fourth year attending GPS, it came after nearly two decades of studying how trade shows are leveraged to influence buying behavior and build brands. I was hoping that a challenging economy might push exhibitors to become more intentional, to sharpen their messages and rethink how they show up.
Unfortunately, that didn’t happen.
Another show. Another marketing budget blown.
More than 18,000 companies filled the Stampede grounds, all vying for attention. While some succeeded, far too many booths blended into a sea of polished sameness. Professional banners, stock imagery, and technically correct copy filled space after space. The booths weren’t unprofessional, they were simply indistinguishable.
There was plenty of noise, but very little being said.
Throughout the show, I spoke with owners and executives who openly admitted they saw trade shows as a poor investment. They attended because they felt they had to, not because they expected meaningful returns. When you factor in preparation, booth production, staffing, travel, and follow-up, it’s easy to see why ROI often feels elusive.
But here’s the truth: it’s not the show’s fault, it’s the exhibitors’.
Trade shows offer a near-captive audience. Attendees arrive curious, ready to learn, and eager to discover solutions. The problem is that when every exhibitor tries to be everything to everyone, nothing stands out. Messages get diluted by internal committees, consensus-driven copy, and fear of committing to a clear position.
At GPS 2016, we saw too many booths lacking personality. Products were displayed, features were listed, but very few answered the most important question:
Why you?
It’s no wonder ROI suffers when exhibitors are afraid to stand for something specific.
A Perspective for Sales
Given the state of the industry, expectations were tempered. Still, arriving at the venue and seeing packed trains full of GPS attendees suggested there was energy, and opportunity.
On the first day, I walked the floor to absorb the landscape. By day two, I focused on conversations. What surprised me was how open people were about their frustrations. Many acknowledged that while their booths looked professional, their messages felt bland and ineffective.
Some reps stood out,in good ways and questionable ones.
One energetic representative from BC actively engaged passersby, pulling them into conversation with genuine enthusiasm. Another attendee, the man in a French maid outfit, certainly attracted attention, but left me questioning whether it was helping or hurting his brand.
Then there were the disengaged reps: people sitting at the back of booths, glued to laptops or phones, seemingly waiting for the show to end. On day two.
Were they defeated before they arrived? Or were they relying on their booth to do all the work?
If it was the latter, they were likely disappointed.
The Perspective from Visual Communication
This was my first GPS, and by far the largest trade show I’d ever attended. Overwhelming doesn’t quite cover it.
A few months earlier, we had written about how visually noisy trade shows can be. GPS 2016 confirmed it. Despite genuinely interesting products on display, very few visually stood out.
Hundreds of booths shared nearly identical color palettes, layouts, and imagery. Beyond color and composition, fundamentals were often ignored: unreadable text, endless bullet points, and no consistent brand message. Worse still, many exhibitors appeared disengaged from their surroundings while remaining firmly attached to their phones.
And then there was the swag. Pens. Candy. More pens. (No, I don’t need another one.)
That said, not everything missed the mark.
A booth by Solar Turbines (a CAT company) stood out for all the right reasons. A working turbine paired with a clean, warm red color palette immediately drew attention. The message was clear. Innovation was evident. Even as a non-target audience member, I understood who they were and what they stood for.
The Government of Kuwait also delivered a standout experience, modern, premium, and intentional. Clean white architecture, blue accents, and an open layout reinforced a clear national narrative. It was memorable, purposeful, and unmistakably deliberate.
Notably, impactful booths weren’t always the most expensive. One of our clients, Ventus Geospatial, presented a clear, differentiated story using distinctive imagery and consistent messaging. The result? One of their most effective shows to date. Watching that success unfold in real time was both validating and humbling.
What Makes Trade Shows Work
Trade shows can work,but only when approached with clarity and intention.
Make me stop and look.
Whether through bold imagery, purposeful color, or a compelling physical element, attention is the first hurdle.
Keep it simple.
Endless bullet points don’t educate,they overwhelm. If I’ve stopped at your booth, help me understand why you matter.
Use the right tools.
Your sales team needs materials that support real conversations. Every touchpoint reflects your brand, including your swag. (And yes, the hot sauce tasted great, but I still don’t remember who you were.)
The Wrap-Up
In a downturned economy, every dollar matters. Trade shows don’t need to be expensive, but they do need to be effective. Success comes from telling a clear, differentiated story, not from playing it safe. Curious what this could look like for your business? Contact us and we’ll be happy to provide a complimentary booth review.
