An interview with Steph Cummings, Creative Director at GBG

Trade shows are more than a booth and a handshake, they’re a chance to bring your brand to life and meet potential customers where they are. But for manufacturers, standing out in a sea of machinery and innovation takes more than flashy graphics or clever giveaways. It takes clarity, planning, and storytelling.

I sat down with Steph Cummings, Creative Director at GBG, to learn how she helps manufacturers plan trade show experiences that connect with audiences and deliver results.

Bridging Strategy and Creative Execution

At GBG, Steph plays a key role in connecting the dots between brand strategy and the creative work that brings it to life.

“My role is to really bridge the marketing strategy and creative execution for clients. That means understanding the audience they’re trying to reach, what their main points are. I’m always looking for their ‘winning zone’ what they do better than competitors, what their customers care about, and how that story can be told through copy and visuals. My job is to make sure everything we create stays within brand standards, whether we’re working within an existing system or helping build one from scratch.”

For trade shows, this means grounding every design, message, and experience in strategy so everything works together to engage the right people and tell the right story.

Starting Trade Show Strategy with the Right Questions

For Steph, trade show planning starts by asking the basics, but going far deeper than just logistics.

“We begin every project by digging into the details: What show are you attending? Who will be there? What are your goals?”

From there, the focus shifts to identifying strengths and opportunities for differentiation.

“Then we dive into what the client does well and where their competition isn’t delivering. That insight guides every creative decision from messaging to booth design.”

She shared a specific example from her work with Sodick, a manufacturer that showcases high-tech solutions for multiple industries.

“For a client like Sodick, we evaluate how much space they have and what’s already available in terms of materials. Then, we determine how to use that space to tell their story effectively. Their mobile showroom, for example, included distinct zones for key industries like medical, aerospace, and additive manufacturing. Each area had built-in video displays to make the space immersive and engaging. It felt clean, modern, and most importantly intentional.”

Making an Impact Before Anyone Steps Foot in the Booth

One of the biggest opportunities manufacturers miss, Steph says, is pre-show marketing.

“Pre-show marketing is essential for setting appointments and getting on attendees’ radars early. One of the biggest missed opportunities? Waiting too long to involve the marketing team.”

With the right prep, brands can start conversations before the event even begins. But once you’re at the booth, clarity becomes the most powerful tool.

“Your graphics should be bold and eye-catching, but your messaging should make it instantly clear what you do. If your audience can’t figure it out in five seconds, they’re moving on.”

Turning Complex Products Into Clear Messaging

In manufacturing, the product itself is often technical. But at a trade show, that complexity needs to be distilled quickly.

“Manufacturing products can be highly technical, but your trade show messaging shouldn’t be. You have a few seconds to make an impression, so everything needs to be skimmable and benefit-driven.
Visual aids, dimensional renderings, or simple diagrams go a long way. People want to quickly understand what they’re seeing and why it matters.”

Avoiding Common Booth Mistakes

One of the most common issues Steph sees? Trying to say too much.

“Too many manufacturers overcomplicate their booth messaging. Long paragraphs on banners? Not effective. Your booth should tease not tell the whole story.
Aim for 6–10 words per message. Keep your visuals cohesive and clean so your team can focus on having quality conversations.”

Designing Booths That Tell a Story

When done well, a booth isn’t just a structure it’s an extension of the brand. And it should reflect the story you want to tell.

“Sodick’s cinematic, minimal approach stood out for its visual sophistication and smart storytelling. Each part of their booth supported a different application, letting visitors experience the brand’s innovation firsthand.
Another standout was Cassaco. They created a booth shaped like an X, with each arm representing a key industry in corrosion monitoring. It was clear, bold, and made great use of the space.”

Swag That Serves a Purpose

Freebies can still play a role but only if they’re thoughtful.

“Swag can still be worth it but only if it serves a purpose. The best giveaways either support the story or help break the ice.
Clients have done everything from custom-branded hot sauce to 3D-printed demo tools like mallets and bells. Even simple games like bag tosses or putting greens can help attract foot traffic and start conversations.”

Measuring the Real Impact

Success at a trade show isn’t just about how many people walk by it’s what happens after the fact that counts.

“There’s no single metric for success. We look at QR scans, vanity URL traffic, number of scheduled meetings, and post-show debriefs. But the biggest indicators are the conversations that lead to follow-ups, proposals, or future partnerships.
A strong trade show strategy doesn’t end at the booth it’s what happens in the days and weeks after that really determines the ROI.”

Final Thoughts

For manufacturers, trade shows are a big investment. But with the right planning, positioning, and creative execution, they can also be a big win.

“Start early, stay focused, and make it easy for people to understand what you do. That’s when things really click.”

If you’re preparing for your next trade show season, take it from Steph, don’t just build a booth. Build an experience.