Want to build trust fast at a trade show? You need social proof - and there's nothing quite like real customer testimonials to do the heavy lifting.
In a room full of brands promising the moon, testimonials ground you. They tell passers-by, “Hey, we’re not just talking a good game - others think we’re the real deal too.” But here's the challenge: how do you make those testimonials stand out in a sea of flashing lights, freebies, and fifty-foot inflatable mascots?
We’ve seen a lot of trade show displays in our time (understatement), so we’re sharing a few creative ways to bring your best reviews to life right there on the show floor.
Why customer testimonials matter at trade shows
Because people don’t just take your word for it.
In fact, around 90% of consumers say they trust user-generated content more than traditional advertising. So when someone’s scanning the show floor trying to decide who to stop and talk to, testimonials act like a magnet. They reduce scepticism. They increase curiosity. They spark conversations.
And let’s be honest - when everyone’s pushing a polished pitch, a human voice makes you instantly more relatable.
Display testimonials prominently on your graphics
We know - this sounds obvious. But too often, testimonials are an afterthought, tucked away in tiny print somewhere near the bottom of a standee. Don’t do that.
Instead, weave your best short-form quotes right into your printed banner stands, backdrops, or pop-up displays. Keep them punchy. Think: “Brilliant service, even better results.” Then add attribution, like name, company, or role - depending on what your client’s comfortable with.
Oh, and make sure the design doesn’t drown the quote. Let the words breathe.
Use video reels for dynamic testimonials
If you’ve got video content of customers talking about your product or service - use it. It doesn’t have to be Hollywood-level production. Even simple clips, if they’re honest and authentic, can outperform slicker ads.
Create a looped reel of multiple testimonials and run it on a screen at eye level. Add captions (just in case the noise level at the event makes audio useless - been there) and consider breaking up the testimonials with short product visuals or service highlights.
Pro tip: don’t overdo the length. Keep each video snippet to 30 seconds or less. People at trade shows rarely linger for full-length interviews.
Turn testimonials into physical installations
This is where things get creative.
Print standout quotes on acrylic panels. Or foam boards. Or even wood, if that matches your brand aesthetic. Line them up like gallery pieces in your booth. Visitors can walk through and read each one as part of the display.
We’ve even seen companies hang testimonials from the ceiling on suspended mobiles - kind of like kinetic art. Weird? Maybe. Memorable? Definitely.
And remember, if you're planning a standout display, your indoor and outdoor signage holders need to be durable enough to match your ambition.
Let your customers speak live (yes, really)

Now this won’t work for everyone. But if you’ve got a particularly enthusiastic client who’ll be at the same show - or doesn’t mind coming along - invite them to join you at your stand.
They don’t have to give a speech (unless they want to). They can just be present, chatting to other attendees about their experience. A real customer telling a real story face-to-face? That’s a powerful form of testimonial.
And - bonus - it’s a great way to deepen your relationship with that client.
Include testimonials in your printed handouts
You’ll likely have brochures or leaflets on hand, right? Make sure they’re working harder for you.
Include one or two standout quotes in bold type alongside product or service details. Better yet, dedicate a section to “What our clients say” or “Results we've delivered.”
It’s a subtle nudge that says, “Don’t just take our word for it - see what others think.”
Gamify your testimonials (hear us out)
We know, it sounds odd. But stick with us.
Set up a mini interactive element at your stand - a touch screen or tablet-based quiz, for example - where visitors match quotes to the product or service. Or ask visitors to vote on which testimonial they found most compelling.
It’s a clever way to get them to actually read what your customers are saying. And it gives your brand a playful, engaging edge.
Incorporate testimonials into your trade show checklist
Okay, we had to sneak this in - because planning is everything.
Testimonials should be a deliberate part of your trade show checklist, not something you remember the night before. If you’ve got great client feedback, figure out how you want to showcase it early on - so you can design the right displays and source the right tech.
Plus, planning ahead gives you time to chase permissions and prep visuals. And yes, please do ask your clients before splashing their words (and names) on a 2-metre pop-up.
Final thoughts: people believe people
At the end of the day, testimonials work because they’re not about you. They’re about how you made someone else’s life better. Whether it’s a faster service, a smoother installation, or just a stress-free experience - they highlight the outcome in a way that cuts through sales talk.
So take advantage of that. Let your customers do some of the talking at your next event.
If you'd like help figuring out how to build testimonial displays into your next exhibition setup - drop us a line. We're here to help make you look your best (and yes, we do take that personally).
posted in Marketing Advice
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