Trade shows are an essential and valuable part of many industries — so marketing at them is very important to businesses that are looking to stand out. To have a strong presence at a trade show, businesses must know the right tactics to promote their company and products. Consider trends, messaging, and your target audience to help ensure a successful show.
Months (and sometimes years!) before a trade show even begins, identify and understand your desired outcomes. Sometimes the goal is lead generation, while other times it’s delighting key customers that schedule meetings. Sometimes it may even be to sell products right at the booth.
It’s also vital to understand how media efforts will play into your overall marketing strategy. At Two Rivers Marketing, our trade show planning — especially for shows like CONEXPO-CON/AGG — includes many different teams. An integrated trade show marketing plan should always incorporate social media, strategic communications, creative, and other disciplines. This helps ensure a comprehensive strategy that will deliver on your goals and objectives.
Once goals are established, it is critical to reach out to advertising vendors. These may include advertising reps affiliated with the show organizers, trade publications within the industry, or trade show advertising companies. For major trade shows, popular advertising spaces can quickly sell out, so contact vendors early in the planning process so you don’t miss out on an opportunity.