Glossary of in-person GTM terms

Activation is a key concept in trade show and event marketing that refers to the strategic process of engaging attendees and creating memorable brand experiences.

An attendee list is more than just a roll call — it’s a strategic tool for trade shows and events.

Attribution is a key concept in trade show and event marketing that refers to the process of identifying which marketing efforts or touchpoints contribute to a desired outcome, such as lead generation or sales.

Badge printing is the process of creating name badges for trade shows and events.

A badge scan is the process of using a device or app to capture attendee information from a trade show or event badge.

A conference is a formal gathering where individuals, professionals, or organizations come together to discuss specific topics, share knowledge, and network.

CRM sync is the process of connecting a Customer Relationship Management (CRM) system with event management tools so lead and attendee data flows seamlessly between them.

An Event App is a mobile or web-based application designed specifically to enhance the experience of attendees, organizers, and exhibitors at trade shows, conferences, and other events.

An event brief is a foundational document used in event planning and marketing that outlines the key details, objectives, and requirements for an event.

An event budget is the financial plan for a trade show or marketing event.

Event goals are the foundation of any trade show or event marketing strategy.

Event metrics are the key measurements marketers and planners use to gauge trade show and event success.

An event platform is a digital solution designed to facilitate the planning, management, and execution of events, whether they are in-person, virtual, or hybrid.

Event ROI (Return on Investment) measures the value you get from an event compared to what you spent.

An effective event strategy is the blueprint for planning, executing, and measuring trade shows, conferences, and other in-person marketing activities.

An exhibit hall is the heart of any trade show—a large, busy space filled with booths where businesses showcase their products.

An exhibit house is a company that designs, builds, and manages trade show exhibits for businesses.

An exhibition is a public event where businesses, organizations, or individuals showcase their products, services, or ideas to a targeted audience.

An exhibitor portal is an online platform provided by event organizers that serves as the central hub for managing trade show participation.

Experiential marketing is a dynamic approach to brand promotion that focuses on creating memorable, interactive experiences for consumers.

An expo, short for exposition, is a large-scale event where businesses, organizations, and individuals gather to showcase products, services, and innovations.

Field marketing is a strategic approach used by businesses to engage directly with customers and prospects in real-world settings.

A Fireside Chat is an informal yet structured conversation format often used in business events, conferences, and trade shows.

A floor plan is a detailed, scaled diagram that represents the layout of a space from a bird’s-eye view. It shows the arrangement of rooms, furniture, fixtures, and other physical features within a venue or building.

Foot traffic refers to the number of people who physically visit a specific location, such as a retail store, trade show booth, or event space.

An industry event is a gathering specifically designed for professionals within a particular sector to connect, share knowledge, and explore business opportunities.

An Inline Booth is one of the most common trade show setups, arranged in a straight line with other exhibitors.

An Island Booth is a trade show exhibit space that’s open on all four sides, with no adjacent exhibitors.

A keynote is a central presentation or speech delivered at an event, conference, or trade show that sets the tone and theme for the entire gathering.

Lead enrichment is the process of adding valuable information to the basic contact details you collect at trade shows or events.

Lead retrieval is the process of collecting and managing contact information from attendees who show interest in your products or services at trade shows or events

A lead scanner is a device or app used at trade shows, conferences, and events to quickly capture attendee information.

Load-Out is a crucial phase in the lifecycle of any trade show or event.

An offsite event is any business gathering that takes place away from a company’s regular location.

Pipe and drape is a modular system used at trade shows and events to create booths, backdrops, partitions, and stage designs.

A pop-up display is a portable, lightweight backdrop used at trade shows and events to showcase a brand’s message, products, or services.

A roundtable is a structured discussion format commonly used in trade shows, conferences, and business events. It brings together a small group of participants to engage in an open, interactive conversation on a specific topic.

Sampling is a marketing technique commonly used at trade shows and events where businesses provide potential customers with free product samples.

Show Services refer to the comprehensive range of support and logistical solutions provided to exhibitors and event organizers during trade shows, conventions, and exhibitions.

Sponsorship is a marketing strategy where a company supports an event, organization, or individual financially or through resources in exchange for brand exposure and association.

A summit is a high-level meeting or conference where industry leaders, experts, and professionals gather to discuss important topics, share insights, and network.

Swag refers to promotional merchandise or branded giveaways distributed at events, trade shows, or marketing campaigns.

A trade show is a large-scale event where businesses from a specific industry gather to showcase their products, services, and innovations.

A Traffic Driver is a strategic tool or tactic used in trade shows and event marketing to attract visitors to a specific booth or area.

A workshop is a focused, interactive session designed to engage participants in learning, problem-solving, or skill-building activities.