What to know before you go
Trade shows provide excellent marketing opportunities to build brand awareness with a captive and targeted audience as you showcase company or expertise to a sea of potential prospects.
Whether your company is an exhibitor or you are on the speaker schedule, you need to engage with attendees and ensure a strong return on your event investment.
Trade show materials:
– Consider how your booth will show up to attendees. Your branded tablecloth, popup and hanging banners, and your marketing collateral are the first impression people will have of your brand as they walk by. A strong showing here will entice attendees to check out your booth.
– Don’t forget to order branded giveaways!
Sponsorship or advertising opportunities:
Enhance your visibility at the show by sponsoring a breakout session, attendee breakfast, or other type of program. Get pricing on directory ads or event signage that gets your name in front of more people and purchase these as your budget allows.
Pre-show communications:
– An email campaign to your lists establishes a key marketing pipeline about the upcoming event. Let them know you will be there and in what capacity, preview what they’ll learn or see, and invite them to schedule a private meeting at the show. Don’t forget to include your booth number!
– Announce your participation on all your social media platforms as well. Those posts can be easily shared by your connections so you can reach a wider audience than your current email list.
Publish content on your company website that relates to what you’ll be presenting or showcasing at the event. This can also be shared on social media and in your emails.
Train your team to clearly communicate the benefits of working with your company.
Are you heading into your industry’s trade show season? Download our free trade show marketing checklist to make sure you’re covering all the right marketing bases in advance.
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