Trade Show Marketing Tips To Attract & Engage Customers

Trade Show Marketing Tips

The finest way to expand your business is by attending a trade show. They provide a chance to build brand awareness, learn more about your rivals, and increase your network of professional contacts.

Trade show marketing is the term for promotional efforts during industry events where you may introduce your business, showcase the newest goods or services, and persuade individuals to become a part of your clientele. 

It’s about showing what you do, the advantages you provide, and what sets your company apart. This guide will assist you in carrying it out effectively and leaving a great first impression that will boost business lead generation, sales, and ROI.

What is a Trade show?

A trade show is a type of corporate exhibition where participants from the industry or a specific industry section present and discuss their recently developed goods and services prepared for release on the market.

People at a trade show

Trade groups of the relevant industries fund these to generate interest in new goods and services on the market. The exhibitor must specify the goals before the exhibition even starts, be they:

  • Increasing brand recognition
  • Producing targeted leads
  • Completing the transaction
  • Gaining knowledge about the market
  • Networking
  • Enhancing the company’s image

Trade shows bring diverse actors together, foster collaboration, provide an opportunity to learn and gather new ideas, analyze industry trends and prospects, monitor rivals’ actions, and establish connections with clients and consumers.

Tips and Strategies to Follow in Trade Show Marketing

Have you determined the budget, outlined your aims and objectives, and finalized the logistics? Have you done any research on the attendees and other participants? After then, it’s time to promote your trade show. The necessary actions are listed below.

1. Use Social Media, Blogs, and Emails

Social media is fantastic for alerting your target audience about the upcoming trade show. To promote the event, you may also make a special landing page. Email is yet another excellent choice. 

You can send a mass email blast or customize the individual message to pique interest. Include the URL of your landing page. You may expand your audience with the use of social media promotions. Develop one or two topical, memorable, and simple-to-spell hashtags to get the word out more quickly. 

2. Research

While carefully planning your trade show is vital, researching far before trade shows is just as critical. Choose the trade shows that best serve your company’s marketing and sales objectives. 

Analyze each trade show’s specifics, such as the number of companies present, the typical number of visitors (possible clients), the attendance demographics by work role, etc. The cost of exhibiting at trade exhibitions varies. You must thoroughly investigate every aspect and choose which trade shows would provide the best return on your investment.

3. Organize Contests and Giveaways

If you have a real product, a trade show is ideal for spreading the word by giving away a few samples. Make a big deal by picking the raffle’s winner at a specific point in the event.

The possibility to gather contact information is a major advantage of contests and raffles. Ask individuals to sign up for your newsletters by filling out a piece of paper with their names and email addresses or tossing their business cards into a hat.

During one of the event breaks, you could even host an Instagram giveaway before the event and reveal the winner at the trade show booth. You’ll get to interact with and get to know the participants.

4. Plan Product Demonstrations and In-booth Presentations

The trade show’s in-booth demonstrations and product launches might succeed or fail. Keep them brief and to the point to increase sales and engagement. That means omitting pointless details and protracted demonstrations. Make each demonstration engaging and focus on the most important features and advantages.

Trying to sell less might turn off a lot of potential customers. They know your sales pitch but want to avoid being bothered by it. Make discussions rather than pitches and employ soft marketing strategies. Doing this will provide a pleasurable experience and develop deep bonds.

5. Distribute Amazing Freebies

Many vendors distribute pens, keychains, phone covers, and other items that most visitors discard. Take steps to create beneficial giveaways that won’t go in the garbage. 

Offer enticing trade show giveaways like leather notebooks, reusable water bottles, and mobile device chargers. T-shirts with unique designs and special discounts like free eBooks and digital vouchers are always recommended.

6. Motivate Curiosity

Attending a trade show is meant to introduce new customers to business products, right? The most obvious or attractive items are occasionally overlooked when many alternatives are available. Customers need help deciding who to contact or from whom to acquire items because of the overwhelming quantity of options available to them.

Curiosity-sparking is an effective trade show marketing strategy to entice buyers. Keeping details ambiguous on purpose stimulates a customer’s interest. By providing the items that pique your customer’s interest, you may further engage them. Impromptu tests, competitions, prize giveaways, one-time-only discounts, and even freebies are great strategies to attract customers’ interest.

7. Keep It Private

The monologues’ utter impersonality is another reason they are not a great choice for trade shows. When droning on in a memorized monologue, there is little opportunity of connecting through a shared interest. Instead, it’s best to start a conversation with a possible client by asking them questions to help you learn more about them as a person and potential client. 

The identical aspects of your prior discussion may not necessarily work with a new one because not all clients are the same. Once you’ve done that, you should respond by sharing a personal tale that humanizes you and ties you to the company you’re endorsing. It makes the idea clear and isn’t blatantly promotional.


You may broaden your audience, increase engagement, enhance lead generation and sales, and embrace new relationship possibilities with the aid of trade show marketing. You may take advantage of all these advantages and make the most of your upcoming events by using the advice we’ve provided above.

After the show, pay attention to following through with all the prospective clients and leads. As you employ nurturing techniques to move them through the sales funnel, thank them for showing interest in your company. Trade show visitors are a highly focused demographic, so you’ll turn them into clients before you realize it.

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Article Author Details

Huriya Khan