Let’s talk about trade shows. Yes, even in our digital-first world, they’re still a big deal for growing your business. We know what you might be thinking – aren’t trade shows a bit old school? Well, here’s the thing: they’re actually one of the best ways to meet your customers face-to-face and create real connections. But getting the most out of them takes some smart marketing, both online and offline. Let’s take a look at how you can use trade shows effectively to boost your ROI.
Setting Clear Goals For Your Trade Show (Before You Do Anything Else)
First things first – you need to know what you want to achieve. Think of it like planning a road trip: you wouldn’t just hop in the car without knowing where you’re headed, right? The same goes for trade shows. Take a moment to think about what success looks like for you and if this is the right forum for your message. Maybe you want to connect with a certain number of potential customers, or perhaps you’re hoping to set up meetings with some key players in your industry. Whatever it is, get specific about it and make sure your whole team knows the plan.
Getting the Word Out About The Show Through Digital Marketing
Now, let’s talk about getting the word out. These days, we’ve got so many tools at our disposal, and the trick is using them all together. Imagine you were throwing a party – you wouldn’t just send out one text and hope people show up. You’d probably tell people in person, send some messages, maybe put up some posts on social media. Trade shows are no different.
On the digital side, social media is your friend. Start creating some buzz early on. Share some behind-the-scenes peeks at your preparations, post about what you’re planning, and use those event hashtags. It’s like leaving a trail of breadcrumbs that leads right to your booth. And don’t forget about email – your existing contacts would love to know you’ll be there. Send them a personal invitation, maybe even offer them a special VIP meeting slot or a discounted ticket. Post dates and locations for all upcoming events on your website’s home page so people know when you’re going to be in their area.
Don’t Forget To Plan For Traditional Marketing
Here’s where many people drop the ball – they forget about the power of traditional marketing. Yes, digital is great, but there’s something about getting a physical invitation in the mail that still makes an impact. Send out some creative invitations to your key prospects – maybe include a handwritten note for those really important contacts.
Also, stay in touch with the show’s organizers. They’ll often have opportunities to be included in things like the show program, or promotional signage throughout the show venue. Are they running print ads to promote the show? Make sure your logo is included as a presenter.
Your Brand is Your Promise So Keep It Consistent In Your Trade Show Booth
Here’s something we can’t stress enough – your booth should scream “you” from across the room, but in a polished, professional way. Think of your trade show presence like your store’s window display, but cranked up to eleven. Every single element should tell your brand’s story, from your signage right down to your team’s attire.
You know what really stands out in a sea of cluttered, busy booths? Clean, thoughtful design. Don’t try to cram every product and service you offer onto your signage – that’s a fast track to getting overlooked. Instead, focus on one or two key messages that really matter to your audience. Your booth should answer the “What’s in it for me?” question before visitors even step foot inside.
When it comes to materials and signage, remember the golden rule: less is more. Use your brand colours strategically – they should enhance your message, not overwhelm it. Remember, you don’t need to cover every inch of your booth’s floor space — you still need room for customers! Some well-placed, high-quality graphics will make a bigger impact than wall-to-wall messaging ever could.
Create a cohesive look for your team by having everyone dressed in a way that reflects your brand personality while being easily identifiable. Maybe it’s branded polo shirts, hats, or perhaps just colour-coordinated outfits. When visitors can quickly spot your team members, it makes their experience smoother and more professional.
When it comes to collateral, whether it’s business cards, brochures, or digital presentations, it should all feel like it’s part of the same family. Nothing says “we don’t have our act together” quite like inconsistent branding. Work with your design team to create materials that not only look great but that also deliver your message clearly and memorably.
Make Your Trade Show Booth Worth the Visit With Smart Incentives
Let’s talk about giveaways for a minute – but not those cheap pens that stop working after two days. Think about it: if you’re investing in trade show presence, you want people to remember you long after the event ends. That’s where smart incentives come in. Consider offering something people will actually use, like a high-quality water bottle with your branding. Maybe you can use it as an incentive for signing up for your newsletter or making an appointment for a future sales call.
Want to get really creative? Make more affordable incentives to hand out to everyone that you can use to encourage digital engagement. Maybe visitors need to check out your website through a QR code to get a special discount, or they could enter a show-exclusive contest that continues online. And here’s a sustainability tip that’s also great for business: skip the paper brochures and instead offer to email digital materials. You’ll save trees and get valid email addresses – win-win! Remember, the goal isn’t just to hand out stuff; it’s to create meaningful connections that last beyond the show floor.
Don’t Forget The Follow-Up, It’s Where Your Real ROI Kicks In
After the show wraps up, that’s when the real magic happens. Remember all those great conversations you had? Now’s the time to keep them going. Share some highlights on social media, post photos of people who visited your booth (everyone loves seeing themselves in event photos!), and send personal thank-you messages. Send out an e-newsletter as soon as you can after the event showcasing the product or service you were promoting and, maybe, offering a discount code. It’s like following up after a great first date – you want to keep that momentum going.
The Key To A Successful Trade Show Is Bringing All of Your Marketing Together
The key to making all this work is thinking of your trade show presence as one big, coordinated effort. Your online and offline marketing should work together like a well-oiled machine so that, when someone sees your booth, it should feel familiar because they’ve been seeing your content online. When they get your follow-up email, it should remind them of the great conversation they had with your team.
And here’s the most important thing to remember: trade shows are about building relationships. Yes, we want to make sales and generate leads, but at the end of the day, it’s about connecting with real people. So while you’re planning all these marketing activities, never lose sight of that human element – it’s what makes trade shows special in our increasingly digital world.
Need Help Putting Together The Perfect Marketing Strategy For Your Trade Show Season? Give Us A Call!
So there you have it – a guide to using your trade show presence as an effective marketing tool. While you can tackle this monster task on your own, partnering with a marketing agency that knows the ins and outs of trade shows can make your life easier and your trade show marketing a success. 3SIXTY Marketing Solutions can help you create a seamless experience that blends both digital and traditional marketing approaches.
Plus, we’ll help you maximize your ROI by ensuring every element of your trade show presence works together – from your pre-show social media buzz to your booth design, and right through to your post-show follow-up strategy. With 3SIXTY Marketing Solutions by your side, you can turn your next trade show into your most successful one yet. Call 647-250-1494, or book a free consultation today, and let’s get started!
