The 2024 Olympics weren’t just a parade of athletes showing off their superhuman skills—they were also a goldmine of lessons for event marketers. And hey, if these athletes can win medals while dealing with the intense pressure of the world stage, maybe they could even handle the stress of getting a booth designed, built, and installed on a tight timeline (though, let’s be real, until they’ve survived a last-minute booth redesign, we’re not handing out any gold medals). So, why can’t we learn a thing or two about handling trade shows? Here’s what the Olympics can teach us about nailing your next event:
10. Vinesh Phogot & Jordan Chiles: The Devil’s in the Details
After making it to the gold-medal match, Indian wrestler Vinesh Phogot missed making weight — and a chance for any medal — by 100 grams (about the weight of a box of paperclips!), and Jordan Chiles may lose a medal because her team might have been seconds late with a protest. The moral of the story? The smallest details can make the biggest difference.
When planning your trade show strategy, don’t overlook the little things. Whether it’s making sure your booth setup is flawless or hitting the show service early-bird deadlines, those tiny details can add up to a big impact. Sure, it’s not as glamorous as the big picture stuff, but it’s often what separates the winners from the also-rans. So, sweat the small stuff — it’s what champions do.
Here’s a New Build Timeline to make sure you stick all the key landings.
9. Table Tennis Podium Selfie: Keep Your Competimates Close
In one of the feel-good moments of the Olympics, table tennis players from South Korea, North Korea, and China took a selfie together on the podium, showing that even fierce competitors can share a friendly moment. In the world of event marketing, your “competimates” aren’t just there to beat — they’re also there to learn from.
So, instead of giving your competitors the side-eye, take a moment to see what they’re doing right. Is there something you can incorporate into your own strategy? And who knows — maybe a little friendly collaboration could open up new opportunities for both of you. In the world of events, your competitor can push you to up your game, so don’t be afraid to share a smile — or a selfie.
8. Snoop Dogg: Tailor Your Game
Snoop Dogg might not be the first person you think of when it comes to the Olympics, but he absolutely crushed it as a brand ambassador for the USA. Why? Because he tailored his style to fit the event, and the crowd loved it. The lesson here? Know your audience and give them what they want.
When you’re planning your next event, don’t just roll out the same old playbook. Tailor your message to fit the audience you’re trying to reach. Maybe that means tweaking your pitch, adjusting your booth design, or even just changing up your tone. Whatever it is, make sure it resonates with the people in front of you. Because when you hit the right note, you’ll leave a lasting impression — and maybe even become a legend, just like Snoop.
Check out how Monster adapted its booth from one year to the next to nab a golden opportunity.
7. Kristen Faulkner: When Opportunity Knocks, Answer Fast
Kristen Faulkner wasn’t even supposed to be in the Women’s Cycling Road Race, but when a teammate dropped out, she jumped in and pedaled her way to gold. Talk about making the most of an unexpected opportunity! Take note, and be ready to pivot when the chance arises.
At your next trade show, be open to surprises. Maybe it’s a sudden spike in booth traffic or an unexpected opportunity to grab some content on your phone that you can use later. Whatever it is, be ready to shift gears and capitalize on it. Keep your team alert and adaptable — sometimes the best opportunities come when you’re least expecting them. And if you’re quick on your feet, you might just ride away to victory.
6. USA Men’s Basketball: Even the Best Have to Sweat
The USA Men’s Basketball team had all the star power you could dream of, yet they still had to break a sweat against the outclassed Serbian and French squads. They learned that you can’t just waltz into an event thinking you’ve got it in the bag — there are always scrappy competitors waiting to trip you up. Remember, even if you have the flashiest booth, success isn’t guaranteed.
So what’s at play here? Prepare like you’re the underdog, even if you’re the favorite. Focus on the full cycle of pre-, at-, and post-show strategy to ensure you maximize your return on investment (ROI). Train your team to be flexible and quick on their feet, ensuring they can pivot strategies if necessary to maintain a competitive edge. Then be ready to hustle, even if you think you’ve got the upper hand.
5. Gabriel Medina: Catch the Wave
Brazilian surfer Gabriel Medina didn’t just win gold — he created one of the most iconic images from the Olympics, the kind that sticks in people’s minds long after the closing ceremony. The takeaway? When you’ve got a golden opportunity, make it count.
At your next event, think about how you can turn a moment in time into a moment over time. Maybe it’s killer demo, a unique interactive display, or a clever giveaway that ties into your brand’s story. Whatever it is, make sure it’s something that leaves a lasting impression. And hey, if you can get people to whip out their phones and share it on social media, even better. Because in event marketing, the wave you create could ripple out far beyond the trade show floor.
4. USA Women’s Basketball: Finish Strong (No Matter How Tired You Are)
The USA Women’s Basketball team clinched a grind-it-out gold on the final day, tying China for the most gold medals. It’s a perfect reminder that the final stretch of any event is just as important as the opening buzzer. At trade shows, though, most people are ready to check out before the last day even begins.
But not you! While everyone else is mentally (and physically) packing their bags, you’ll be out there make the most of every last opportunity. Keep your booth buzzing with energy right until the end, and maybe even throw in a last-minute promotion to reel in those late stragglers. The final day might be slow, but it’s your chance to stand out and scoop up some last-minute wins. After all, no one remembers the team that slacked off in the fourth quarter.
Bronze — Yusuf Dikec: Who Needs Fancy Gadgets Anyway?
Yusuf Dikec, the Turkish shooter who won silver in the air pistol competition, became an instant internet sensation. Why? Because he looked like he was having his morning coffee and decided to win a medal. No eye blinder, no ear protection — just a hand in his pocket, a hitman look on his face, and pure focus. The takeaway? You don’t need all the shiny gadgets and gizmos to make an impact. Sometimes, it’s all about focus and simplicity.
When it comes to your trade show booth, less can definitely be more. Ditch the clutter and focus on a clear, strong message that’s direct and easy to understand. Think about it — would you rather be the booth that looks like a tech junkyard or the one that people actually remember? Keep it simple, keep it sharp, and let your message do the heavy lifting. You might not go viral for your relaxed stance, but you’ll deliver a killer attendee experience.
Silver — Simone Biles & Suni Lee: Mind Over Medals
Simone Biles returned to win gold after a mental health break, and Suni Lee snagged bronze despite battling a pair of rare and incurable kidney diseases. If these gymnasts have taught us anything, it’s that taking care of your brain and body is just as important as nailing that perfect routine. In event marketing, make sure your team is in top shape — because burnout is the real opponent to watch out for.
So, how do you keep your team in top shape? Ensure that everyone gets adequate rest by rotating shifts on the trade show floor, so no one is overextended. Providing healthy snacks and hydration at your booth can also keep energy levels high. Keep your team fresh and sharp, and they’ll be ready to vault over any obstacles the event throws their way.
Gold — 4x400m Women’s USA Relay: Strategy + Execution = Gold
The USA Women’s 4x400m relay team didn’t just win — they obliterated the competition and set an Olympic record. Sydney McLaughlin-Levrone’s blistering second leg sealed the deal early, which is a bit unconventional since teams traditionally save their fastest runners for the final leg. The lesson here? Don’t save your best for last — especially when it comes to trade shows, where the final day often sees slower foot traffic.
When it comes to trade shows, hit the ground running, set the pace, and get your competition on the back foot. Put your A-team on the floor during peak hours, and make your biggest splash early. This way, by the time the final day rolls around, you’ll already be miles ahead, coasting on the momentum you’ve built. In the world of event marketing, having a well-planned trade show strategy and executing it with precision is crucial. Remember, you can’t afford to wing it — unless you’re okay with finishing in the back of the pack.
Check out how FORNTA used Strategy + Execution to deliver a gold-medal-worthy exhibit.
Honorable Mention — Cole Hocker: Seize the Moment
In a surprising finish, Cole Hocker sprinted past the favorites in the 1500m to snag gold while they were too busy watching each other. His victory is a perfect example of being in the right place at the right time—and knowing when to make your move.
In event marketing, timing is everything. Stay alert and be ready to seize opportunities as they arise, whether it’s a chance to steal the spotlight from a distracted competitor or to pounce on an emerging trend. Sometimes, the difference between gold and silver is just a matter of acting fast and knowing when to make your move.
Your Path to Gold
The 2024 Olympics reminded us that success — whether in sports or event marketing — comes from a mix of strategy, adaptability, and seizing opportunities. So, as you plan your next event, remember these lessons and go for the gold. And who knows? Maybe your next event will be the stuff of legends.
And remember, just like the athletes who achieved greatness at the Olympics, you need the right partner to reach the top. EDE can be your golden partner, helping you achieve Olympic-level success in your next event. Let’s go for the gold together!
