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Across the U.S. and around the world, trade show budgets are coming back, albeit slowly. As a result, trade show programs are getting refined and redefined as exhibitors try to make deeper connections and get more efficient with their spends. Here are five best practices for trade show marketers from two industry vets, Philips and Dell.

Go off the Show Floor

On April 2, the NFL opened its first-ever pop-up in New York City in celebration of its newest partnerships with Nike and New Era. The 10,000-square-foot NFL Shop at Draft located at 1095 Avenue of the Americas at 41st and 42nd Streets, not only houses merchandise by its new partners but also from 50 other NFL partners, including Under Armour, VF, Wilson and ’47 Brand.

The mobile technology branch of electronics brand LG set out on two simultaneous road tours in February designed to promote the brand’s newest high-definition, 3D mobile devices. The East Coast leg began in New Jersey, hit Boston and New York, and will continue to Chicago before wrapping in Kansas City at the end of May.

Members of the Laborers’ International Union of North America just wrapped a traveling tour through Kentucky, Ohio, Pennsylvania and Washington D.C. in a flatbed truck carrying an oversized roll of duct tape and the message “Emergency Bridge Repair Team” emblazoned on the side. The tour was created to raise awareness for the Highway Bill that’s being considered in congress to fix the nation’s decrepit roads and bridges.

Truck and engine manufacturer Navistar on March 21 held a panel on a hot button issue for the industry—natural gas. The VIP event took place one day prior to the opening of the Mid-America Trucking Show, an annual forum for the heavy-duty trucking industry and the largest trucking show in North America, held March 22 to 24 in Louisville, KY.