The Three Stages of a Trade Show

Ahh, trade shows. Love ‘em or loathe ‘em, they’re a staple in just about every major industry. Now, whether you’re a trade show newbie or a seasoned veteran, you wouldn’t be alone if you admitted that the anticipation of exhibiting at a trade show is accompanied by at least a little bit of nerves – after all, it’s your moment to shine or stumble in the spotlight.

The truth is, making your trade show presence count starts before you even step onto the show floor. It involves a strategic approach before, during, and after the event. From pre-event planning and marketing strategy to picking essential promotional items that enhance booth engagement and generate buzz, to post-event follow-up efforts that maintain connections – there’s a lot that goes into making the most of your participation, showcasing your brand, and making lasting impressions.

Luckily for you, we understand trade shows in and out, and we’re here to help.

1. Pre-event: building anticipation through marketing 

Leading up to the main event, it’s critical to start generating excitement and setting yourself apart. Send targeted, visually appealing direct mail campaigns to your target audience and provide them with a compelling reason to visit your booth. Take it a step further and include special incentives or discounts for those who bring the printed mailer to your exhibit. Meanwhile, on social media, share sneak peeks, behind-the-scenes content, and announcements about exclusive promotions or giveaways to create buzz.   

At this stage, your main goal is to make attendees eager to step into your world – and, when the time comes, your booth. 

2. During the show: essentials and playing for keeps!  

Wouldn’t you love to have the booth that’s the talk of the convention center? Of course you would, and the best way to achieve this is to be intentional about booth design (we can help!) and think through details from the attendee point of view. For instance, when it comes to swag bags, offer attendees the must-have items and quality twists on popular products.  

Opt for tradeshow bags that go beyond the mundane by choosing styles that people actually want to tote around. Stylish designs, strong handles, and minimal logos make the cut.  Go as far as to create messaging that will encourage the bag to be kept and used long after the trade show ends. When it comes to name tags, break the mold – consider reusable name badges that attendees can wear at their next networking meeting or event, create lanyards with appealing graphics – not sponsor logos – that people can take home and use in their daily lives and, when it comes to event collateral, why not print on seed paper? Instead of just your standard logo, craft meaningful messaging on items that attendees will be excited to get, keep, and use!  

Beyond just the products, also consider the in-booth experience. Create memorable interactions with your brand by adding interactive elements like spinning wheels, completing tasks like games or puzzles, using virtual reality, or offering exclusive entry opportunities to receive limited edition swag or enter to win higher-value raffle items. 

3. Leverage the post-event to win big: following up and sustaining connections 

The post-event wind-down is not the time to let your momentum taper off. Out of the chaos of the trade show floor and back into the day-to-day grind is where the real opportunity for relationships to flourish lies – if you continue to make strategic decisions.  

Outside of the handwritten card, phone call, and obligatory email, deploy follow-up print materials like NFC items or items printed with QR codes that can serve to maintain the connection with those you interacted with. These artifacts, left on desks or in homes, could be used to prompt recipients to tap in for monthly specials, creating a sustained engagement that transcends the confines of the trade show floor. 

At the end of the day, and the beginning of the planning stage, we know trade shows can be daunting. The good news is they don’t have to be! By accounting in advance for the before, during, and after of a trade show, you’ll not only maximize engagement during the event but also cultivate lasting connections that contribute to your overall business success.

Contact us today and we’ll help you make the most of your trade show presence.

Happy exhibiting!

Check out our collection of trade show show-stoppers HERE.