As I was reviewing the official NADA 2026 Exhibitor Directory, I was amazed to see how many vendors still have no description listed under their company profile. Considering the investment that exhibitors make to have a booth at NADA, this is a huge, missed opportunity.

For many dealers, the exhibitor directory is the first impression they have of your company. It is where they begin planning which booths they want to visit and which vendors they want to meet. This same information also feeds directly into the official NADA Show mobile app, which means thousands of attendees will see your listing when they’re building their show agenda.

Leaving this section blank or filling it with a generic “about us” paragraph, does nothing to help you stand out from more than 500 other vendors all competing for attention. This is one of the few free exposure opportunities included with your booth, yet many companies fail to take advantage of it.

Your NADA directory description is not just a listing. It is a sales opportunity. It should grab attention, clearly communicate your value, and include a strong call to action. Think of it as your first conversation with every potential visitor, why should they stop by your booth instead of the one next door?

When written effectively, this short paragraph can drive measurable booth traffic and generate serious leads. It should highlight what makes your company different, what new products or technology you’re showcasing, and what the dealer will gain by visiting your booth. Don’t just tell them who you are, tell them what’s in it for them.

NADA gives vendors an incredible platform to connect with decision-makers, but your success depends on how well you use every available tool. A strong, engaging directory description is one of the easiest ways to stand out and make sure dealers know exactly why your booth deserves a spot on their must-see list.

If you haven’t reviewed your directory listing yet, now’s the time. With less than 90 days before the show, every detail matters.

For help crafting a high-impact NADA directory description or developing a marketing plan that drives booth traffic, visit CactusSky.com and see how our team can help you make this your most successful show yet.