Trade shows are a popular way to get your company’s name out there, but it’s easy to forget that a trade show is also a place where your competitors are trying to do exactly the same thing. So how can you make sure that your company stands out from the crowd? Our guide can help.
Pre-show preparation
When companies prepare for a trade show, they often focus their efforts on the day itself. In fact, you should be starting to highlight your presence at the show at least a few weeks prior to the event itself.
You can use various channels and tactics to promote your presence, such as press releases, email campaigns, social media posts, landing pages, and direct mail.
Don’t forget that as part of the package of paying for a stand at a trade show, you should also be given access to the organiser’s resources, such as their website, newsletter, app, and contact directory to increase your visibility and reach.
The key of pre-show preparation is to create a compelling value proposition and a clear call to action for your prospects to visit your booth. Remember there will be many other stands they could visit, so what is going to draw them to yours?
On-site marketing
Trade shows are effectively a battle to be seen and heard, so you need to deliver on the promises of your pre-show marketing and create a memorable experience for your visitors.
Interactivity is key – displays, demonstrations, contests, giveaways, and surveys are good ways to attract and retain attention. Within that, there should be a method of collecting and managing contact information, such as a competition to win something where participants have to leave their business cards. You could also use a lead capture app or a QR code scanner.
You should also train your staff on how to greet, communicate, and follow up with leads effectively and professionally. Generally, trade show visitors will be wise to your attempts to reel them in, and don’t want the hard sell.
Post-show marketing
After the trade show, you need to convert the leads you generated at the show into customers for your company. You should follow up your leads as soon as possible, preferably within 24 hours so that you’re still fresh in the customer’s mind. Don’t send the same generic message to every customer – make sure it has a personal touch so that they feel you remembered them.
You should also segment your leads based on their level of interest, needs, and preferences, and tailor your communication accordingly.
You can use email marketing, phone calls, social media, and content marketing to provide value, build trust, and turn your leads into sales.
If you’re attending a trade show in 2025 and want your customers to know about it, our experienced team is here to help. Head to our online ordering system to place your press release order today.