What happens when one manufacturers’ representative thinks big about exhibiting? One spectacular trade show booth that combines six companies under the umbrella of Peterson Enterprises to make one very big splash.
Of course, coordinating seven brands and sales forces in one exhibit space was no small challenge. According to Lisa Peterson-Kinnunen, vice president of Peterson Enterprises, the concept came to her after several years of exhibiting at the giant MD&M Shows for medical device design and manufacturing. As a representative for manufacturers in a variety of specialties that serve the medical device industry, Peterson’s sales force would schedule time to meet with potential customers at the booths of each company it represents. That approach meant covering the show floor in different locations while manning its own exhibit.
In today’s trade show landscape, collaboration is becoming one of the most powerful ways to stand out. Instead of going it alone, companies are joining forces—sharing space, resources, and audiences—to create something far more impactful.
Seven companies in one booth might sound crowded—but when done right, it becomes a strategic advantage.
Why Multi-Company Booths Are Gaining Momentum
Trade shows are expensive. Between booth space, design, logistics, and staffing, costs can add up quickly—especially for larger exhibits like 20×20 island booths.
By sharing a booth, companies can:
- Split costs across design, build, and services
- Expand reach by tapping into each other’s networks
- Create a stronger presence with a larger, more dynamic space
- Offer a more complete solution to attendees
Instead of seven smaller booths scattered across the show floor, one well-designed, collaborative exhibit can create a central destination.
The Power of a Unified Experience
The key to success isn’t just putting multiple companies together—it’s creating a cohesive, intentional experience.
1. One Message, Multiple Voices
Even though each company has its own offering, the booth should communicate a shared value proposition. Whether it’s a unified solution, an industry ecosystem, or a strategic partnership, attendees should quickly understand why these companies are together.
2. Clearly Defined Zones
A successful multi-company booth is organized—not chaotic.
Design strategies include:
- Branded sections for each company
- Shared demo or presentation areas
- Central gathering or lounge spaces
- Clear signage and wayfinding
This allows each company to shine individually while contributing to the larger story.
3. Strong Visual Consistency
Color palettes, materials, and structure should feel connected—even if each brand maintains its identity.
Think:
- Coordinated graphics systems
- Consistent lighting and finishes
- A unified architectural framework
This ensures the booth feels like one experience—not seven disconnected displays.
Designing for Engagement (Not Overcrowding)
With multiple companies involved, it’s easy for a booth to feel busy. The solution is thoughtful design that prioritizes flow and interaction.
- Keep pathways open and intuitive
- Avoid visual clutter with clean, structured layouts
- Use vertical elements (towers, hanging signs) to maximize visibility
- Incorporate shared features like LED walls or demo stations
The goal is to draw people in—not overwhelm them.
Rental Exhibits Make It Easy
For multi-company booths, rental exhibits are often the most practical solution.
Why?
- Flexibility – Easily customize layouts for multiple brands
- Scalability – Expand or contract depending on participation
- Cost control – Share expenses without long-term ownership
- Consistency – Maintain a polished, professional look across all elements
Rental structures also make it easier to integrate shared components like meeting areas, reception counters, and technology displays.
Turning Collaboration into Conversion
A shared booth doesn’t just increase visibility—it can accelerate business opportunities.
With multiple companies in one space:
- Attendees can explore complementary solutions in one visit
- Cross-referrals happen naturally between teams
- Conversations become more dynamic and valuable
- Partnerships can be showcased in real time
It’s not just a booth—it’s an ecosystem.
The Bottom Line
Seven companies in one trade show booth isn’t about squeezing more brands into a space—it’s about creating a bigger, more compelling presence together.
When thoughtfully designed, a collaborative exhibit:
- Maximizes budget efficiency
- Enhances attendee experience
- Strengthens brand positioning
- Drives more meaningful engagement
Because in a crowded trade show environment, sometimes the best way to stand out… is to stand together.
Thinking About a Shared Booth Strategy?
At The Tradeshow Network, we specialize in designing flexible, scalable exhibit solutions—perfect for multi-company environments.
Whether you’re planning a 20×20 island booth or a larger collaborative space, we can help you create a unified experience that delivers a big impression—and even bigger results.
Download the entire CASE STUDY:
About MD&M Shows
The world's largest medical device design and manufacturing event. MD&M’s attendees include thousands of medical device development professionals from the entire spectrum of Research & Development, Manufacturing & Operations, Regulatory & Clinical Affairs and Executive Management from all around the country. - See more at: http://www.canontradeshows.com/expo/east13/#sthash.Tu0ULrMh.dpuf
About Peterson Enterprises
Peterson Enterprises is an independent, privately held company headquartered in Minneapolis serving industrial and medical customers throughout the U.S. We have been representing manufacturing firms domestically and internationally since 1965.
Visit their website at http://www.petersonenterprises.com/ for additional information.
