How To Improve Your Trade Show Marketing Efforts


Attending trade shows is a popular way to showcase your products and connect with a brand new audience of customers. But in order to make the most of your trade show marketing efforts, you need to take a few steps before, during, and after the event. 

Have Something To Hand Out That Is Memorable

A lot of people who attend trade shows will end up collecting a lot of different freebies from the many booths that they visit. If you are one of many companies handing out business cards or small brochures, it is likely that your materials will be lost in the mix after those customers get home. However, by providing something memorable, such as stickers or self adhesive labels with your logo on them, pens, totes, etc., you can give customers something that they will want to use again and again. And each time they do, they will be reminded of your brand and the fact that they should check it out.

Always Have Specific Goals In Mind

As you get your team together for your next trade show event, make sure that you also think up specific goals that you want them to meet. For example, you might have a certain number of new customers that you would like to attract, or maybe you have a particular number of quality leads that you want to generate. Without specific goals in place, it will be difficult for you and your team to know you need to do, and it will be impossible to determine if your efforts were effective.

Promote The Trade Show Ahead Of Time

Don’t just assume that there will be people walking over to your booth during a trade show in order to learn more about what you have to offer. Instead, implement an effective pre-show marketing strategy that will let people know about the trade show, and the fact that you will be there. You can generate a buzz on social media, add information to your site, send out emails to your mailing list, invite existing customers to the event, etc. You can also tempt people to stop by your booth by offering something special, such as a prize raffle.

Always Follow Up With New Contacts

Any contacts that are made during a trade show event should be followed up on. Never leave these people hanging. After all, you worked hard to connect with individuals and encourage them to give you their contact information, so why not send them an email with a special promotion to get them to check out your products? Again, it is not enough to promote your event beforehand, or entice people over to your booth during the event; you also need to continue working on your marketing plan after the event is over.

If you start implementing the tips above, you should find that your next trade show is more successful than the last. See what works and what doesn’t, and tweak your strategy so that you will be able to really make the most of the time that you spend at trade shows.

Ady Wilson

Ady Wilson is a senior full stack database admin and web developer with a penchant for languages – digital and human. On weekends he’s usually marathoning dramatic HBO shows (Game of Thrones) or at the park with the family dog. He loves writing about general tech, cloud, and database administration.