How to Be an Ethical Competitor at Trade Shows

Trade shows bring out the worst in some people. You've seen it - the competitor lurking at the edge of your booth, pretending to be interested while actually photographing your product specs. Or the one who's "accidentally" positioned their banner to block yours.

The thing is, you don't need to play dirty to win at exhibitions. Being ethical isn't just morally sound (obviously), it's actually better for business. Clients can smell desperation and dodgy tactics from across the exhibition hall.

Respect Physical Boundaries

Your booth space ends where it ends. Sounds simple, but you'd be surprised how many exhibitors treat the aisle as an extension of their territory. Don't block competitor stands with your displays. Don't send your team to hover outside their space, intercepting their potential leads.

If you've invested in high-impact roller banner solutions for events, position them within your allocated area. They should draw people in through quality, not strategic obstruction.

Handle Competitive Intel Properly

Yes, you should visit competitor booths. How else will you understand the market? But there's a right way to do it.

Be transparent about who you are if asked directly. Take mental notes rather than obvious photos of their pricing or product details. Ask genuine questions - the kind you'd be happy to answer yourself. If they're offering free samples or brochures, fine. Grabbing handfuls to analyse their messaging? Not fine.

One thing I've noticed: the most confident exhibitors are often the most generous with competitors. They'll chat openly because they know their value proposition stands up to scrutiny.

Don't Poach Their Staff

This should go without saying, but apparently it doesn't. Trade shows are not recruitment drives for your competitor's best people. Sure, if someone approaches you independently after the event, that's different. But actively trying to headhunt their booth staff during the show? Poor form.

Same goes for their leads. If someone's clearly engaged in conversation at another stand, leave them be. The exhibition floor isn't a football pitch where you intercept the ball mid-play.

Keep Your Marketing Honest

Comparative advertising has its place, but trade shows aren't it. Your banners shouldn't directly slag off competitors by name. Your pitch shouldn't rely on undermining others.

Focus on what makes you genuinely better. If you can't articulate your value without mentioning the competition, you've got bigger problems than exhibition ethics. Setting SMART trade show goals helps here - when you're working toward specific, measurable objectives, you're less tempted to worry about what everyone else is doing.

The Long Game Matters

Here's the thing about industries: they're smaller than you think. That competitor you undermined at the Manchester exhibition? You'll probably end up collaborating with them on a project in two years. Or they'll move to a company that becomes your biggest client.

I've watched this play out repeatedly. The exhibitor who treated everyone with respect, even direct competitors, builds a reputation that outlasts any single event. The one who played games gets quietly blacklisted from industry conversations.

When Things Go Wrong

Sometimes ethical lines get crossed accidentally. Your team member genuinely didn't realize they were blocking access. Your banner fell and landed in someone else's space.

Address it immediately, apologise and fix it - don't get defensive or make excuses.

And if a competitor crosses a line with you? Handle it privately first. Pull them aside, explain the issue calmly. Most people will correct course when called out directly. If it continues, involve event organisers rather than retaliating.

Build Your Own Excellence

The best way to beat competitors? Be so good they're irrelevant. Invest in your stand design, train your staff properly, create genuinely valuable conversations with visitors. When you're offering real substance, you don't need to worry about what's happening three booths down.

Trade shows reward quality over cunning. Always have, probably always will. The short-term win from unethical behaviour rarely compensates for the long-term reputation damage. Besides, there's something quite satisfying about knowing you won fair and square.