The Definitive Trade Show Marketing Checklist

The Definitive Trade Show Marketing Checklist

Trade shows are a strategic, powerful opportunity for businesses of all types to increase their visibility within a given industry. With millions of focused individuals attending trade shows each year, there has never been a better time to grow your business or spotlight your organization than now. T

his type of direct-marketing activity can pay dividends for your bottom line but only if you strategize, plan and create an approach that will maximize your time at the event. Discover the key steps to trade show success below, organized as a checklist for marketing your business.

Grab the free printer-friendly PDF version right here: Trade Show Marketing PDF Checklist

A. Before the Trade Show



While creating a lasting impression and setting appointments for future business are cornerstone activities for any trade show attendee, the real work starts way before the event center’s gates open. Several weeks to a month or more before the trade show, consider the following key concepts:

Choose the right show Identify goals and objectives
Does it fit your product or service? Acquire immediate customers
Is it in a key geographical location? Generate business leads
Is this a long-running event? Increase brand exposure
Is it marketed well online? Introduce a new product
Who will be speaking? Spot industry trends
Who are the attendees? Check out the competition
How successful were the previous shows? Expand professional network
Learn more about your customers

1. Have I chosen the right show?
Trade shows aren’t all created equally, and one show may be the perfect venue for a certain business and, simultaneously, the absolute worst location for yours.  Ensure that the show aligns with your product or service, make sure that it is in the right geographic location (for example, would you plan a new tractor reveal at a machinery show in New York City?) and learn about the actual event you plan on attending. Has it been in production for several years to ensure good foot traffic, and how successful were the previous shows?

2. Are my goals and objectives clear?  
Many trade show exhibitors show up with the intention of simply making connections and attempting to close deals. Instead, you’ll want to have a crystal clear idea of the key performance indicators and overall metrics for the event well before you arrive. Do you want to simply generate leads, or are you looking to close business over the counter? Are you excited to introduce a new product or service, or are you really looking for an excuse to spot and build upon industry trends?

Create an effective exhibit Prepare necessary items for the show
Rent the right size exhibit space Office supplies
Snag a strategic, high traffic booth location Power supplies
Invest in good, eye-catching signage with relevant messaging Breath mints
Have attendees experience products rather than just look Hand sanitizer
Multi-Tool Kit

3. Is my exhibit as effective as possible?
This consideration starts with the actual size of the booth you’ve reserved. Ensure that it is large enough for you to effectively connect with prospects and clients, while compact enough to minimize dead or unused space. If possible, pick a high-traffic location that will make the most of your colorful signage and other marketing collateral.

4. Am I prepared for the show?
Preparation is incredibly important. You might be able to source extra power strips, supplies, or other necessities from the event organizers but be prepared to spend a lot of money for the convenience. Instead, make a list of the electrical components, office supplies, tools or equipment, and even personal hygiene items and then check it twice.

Start pre-event promotions
Send invitations to existing customers
Reach out to registered attendees
Consider distributing press releases
Build Twitter anticipation for the show
Send out valuable offers to redeem at the booth
Promote trade show specials on your social profiles
Announce your participation on your website
Create event-focused email campaigns
5. Have I effectively promoted the event?
Invite clients and prospective customers early on, try to obtain a list of registered attendees, and build awareness on social media or through press releases. You can even create pre-event campaigns to build anticipation of the event.

B. During the Trade Show

Staff your booth with the right people Save time
Should be approachable, client-focused, and product experts Capture attendees contact details efficiently
Ideally 2 staffers for every 100 sq. ft. Set up displays ahead of time as practice
85% of your success lies in staff performance
Stand out - Exhibitors have 5 to 15 minutes to make a lasting impression
Hold drawings that require contact information as entry
Provide memorable promotion items
Once the show is underway you must remain committed to providing the absolute best experience for trade show attendees. During the show, ask yourself the following key questions to improve your odds of success:

1. Do I have the right people in the booth?
Believe it or not, one of your biggest concerns when marketing at a trade show should be the folks working your booth. You can have the most stylish of displays, the most innovative assortment of products, and compelling, value-oriented pricing, but if your team members are low energy, disinterested, or simply do not have the relationship-selling training to maximize this opportunity, you’ll fail. Two staff members per 100 square feet of booth space is ideal, and choose people that are engaging, approachable, and client-focused to manage your space.

2. Am I working efficiently?
A trade show is, by design, an exercise in efficiency. Hundreds or thousands of industry-focused individuals will be walking by your booth over the course of one or more days. But are you working efficiently to capture as much potential business as possible? Consider using lead management software to catalog prospects and set up displays and supplies ahead of time to maximize productivity at the event.

3. Do I stand out from the crowd?
You will see other businesses like yours at a trade show; after all, trade shows are designed to connect like-minded individuals from specific industries. But this can also work against you. Your competition will likely be in attendance, and most marketing experts indicate that you’ll have just five to fifteen minutes to make a lasting impression. Prize drawings or memorable promotional items can help to draw in potential clients.

C. After the Trade Show



Once the event center’s doors have closed and the trade show is over, you’ll want to continue the hard work you put forth during the event. To maximize your trade show experience, consider the following key points:

1. Continue to promote
Instead of looking at the trade show as the end point, think of it as the spark that can ignite future business. Fan the flames and reach out to attendees with specialized trade show-based discounts, then continue to promote the event on social media.

2. Measure success
Based on the planning session you had before the event, take a moment and measure your results against the predetermined goals. Did you receive as many leads as you planned? How many sales were closed immediately at the show? Did this event provide a return on investment that may trigger interest in future shows?

3. Following up
Converting leads into sales is the ultimate goal of those who attend trade shows. Studies show that more than half of attendees will buy after the show is over, so proper lead management is key. Use a lead database system, send follow-up notes or thank you cards, or even pick up the phone and call each attendee. Personalization will increase the odds of an appointment.

Continue promotions Measure success
Provide discounts to attendees How many new leads?
Promote coverage on social media How many closed sales?
Return on investment?
Follow up: Transform leads to sales
Follow up 1-3 days after the show
âž” 59% of all the attendees buy goods after the show is over
Enter leads into database
Send thank-you email or brochure
Make a personal phone call
Make appointments for demo

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