Trade show success: 8 marketing tips for exhibitors
Creating opportunities for your audience to interact with your brand IRL (in real life) is just as important as making sure your online presence is on point. While a dedicated brand pop up or experiential marketing tactic is amazing, it’s not always realistic. Trade shows are a great alternative and give your audience a chance to get to know you in person. Vendors get the chance to showcase products, generate leads, and build meaningful relationships with customers and other brands.
Sounds AMAZING right?!
There is one challenge. You’re not the only business looking to connect with trade show attendees. Don’t worry. There are a few things you can do to make sure stand out. Here are some key marketing tips to maximize your trade show success.
1. Plan ahead
It’s always good to have a plan (as a general life rule…). That’s not to say that you can’t change things up as you go, but it at least gives you a good guide. Set clear goals—whether it's lead generation, brand awareness, or direct sales. Research the event, understand the attendee demographics, and design a strategy that aligns with your objectives.
2. Be intentional with your booth layout
Regardless of size, your booth is your storefront. Make it visually appealing with engaging graphics, professional signage, and a clean, inviting setup. Use bold colors, easy-to-read text, and lighting to enhance visibility. Interactive elements like touchscreens, product demos, and giveaways can also attract attendees. Your choices should be intentional based on what you want to achieve and how you want your brand to be received. Don’t just do something because you think you should.
3. Get marketing started well before the show
Your trade show work doesn’t start the morning the show opens. It starts wayyy earlier. You need to let people know you’ll be at the show. Use social media, email campaigns, and your website to promote your presence. You could even offer incentives, such as exclusive previews or giveaways, to encourage people to visit your booth. Depending on the type of trade show and product/service you offer, it could be beneficial to schedule meetings in advance with prospects during the trade show.
4. Train your team
Your booth staff represents your brand. Regardless of whether they are regular employees, a friend who is helping out, interns, or promotional staff, ensure they are well-trained on your products, messaging, and sales techniques. Encourage them to be approachable, engaging, and proactive in starting conversations with attendees. Sitting at the back of the booth or behind the table, scrolling on their phone, talking only amongst themselves… these are all things that will turn people away from your booth. A warm smile and eye contact does wonders at trade shows.
5. Create an engaging experience
Any sort of tactile or hands-one experience with your brand is going to be more memorable than just passing by. Offer live demonstrations, samples, or interactive activities. Consider hosting a mini-workshop or presentation to showcase your expertise and attract crowds. You can promote online, through the trade show organizers (materials, announcements, etc), in show materials, and even through an engaging personality at the booth itself. Careful not to be too obnoxiously loud and yelling at the show itself though. Even if you are trying to engage with attendees it’s important to also be respectful of your booth neighbours.
6. Use all your digital tools
Leverage technology to help amplify your reach. For example, use a QR code for instant access to digital brochures and sign ups for consultations, lead capture apps to collect attendee information (a great way to also collect info for giveaways), and social media for real-time event updates. A branded hashtag can help track engagement and generate buzz.
7. Network beyond your booth
I’ve been to shows where it’s so busy you barely have time to use the restroom or eat, and I have been to shows where it’s not busy and time seems to drag on. Regardless, use each trade show as an opportunity to network. Attend industry sessions, connect with fellow exhibitors, and engage with attendees outside of booth hours. Partnerships and collaborations can open new doors for your business and you never know when a relationship will work out in this manner. It’s also just good practice to continuously grow your network.
8. Timely follow ups
Show is done. Congratulations. But your work is not. Follow up with leads within a few days while your brand is still fresh in their minds. Personalize emails, reference conversations from the event, and provide additional resources to nurture relationships.
A successful trade show requires more than just showing up. With the right marketing strategy, engaging booth design, and proactive follow-up, you can turn your trade show investment into lasting business opportunities. Ready to make your next event a success? Book a free consultation with us!