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An Overall Marketing Plan for Your Trade Show Participation

Aug 11, 2023

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To compete effectively at a trade show, you need to build a bespoke trade fair stand to attract attention. But before you do that, you need to let your potential customers and partners know that you will be attending the event.

In this article, I offer a general marketing plan that you can use to ensure that your trade show participation goes according to plan and that you get lots of people to visit your booth.

Marketing Strategy for Your Exhibition Engagement

Inviting people to the show in advance is crucial to maximizing attendance and ensuring a successful show experience. From 2000 to 2023, statistics consistently show that pre-event invitations significantly increase attendance and engagement. According to exhibition industry data, events that send out pre-event invitations see an average increase in attendance of up to 30%. This trend highlights the importance of proactive marketing strategies to attract attendees.

In recent years, the proliferation of digital communications and globalization has made early outreach even more important. As exhibitions become more competitive, early invitations help cut through the noise and secure a place in attendees' diaries. This practice gives potential visitors plenty of time to plan their attendance and allows exhibitors to build a sense of anticipation, creating buzz and excitement around their participation.

Standardized Marketing Plan - Targeted Mailings

To execute a successful marketing plan, targeted mailings should be essential for inviting partners and customers to the show. Develop a comprehensive mailing list by identifying key partners, existing customers, and potential leads. Create personalized invitations highlighting the value proposition of visiting your stand, including exclusive offers or presentations. Use aesthetically pleasing design and compelling copy to capture attention.

Electronic Mailing and Promotional Campaign

Electronic mailings are an effective way to reach a wider audience. Acquire a contact base through reputable industry databases or CRM systems. Launch the campaign approximately 6-8 weeks before the show. Send a series of strategically timed emails to build anticipation. The sequence could include a 'save the date announcement, a preview of what visitors can expect at the stand, and a final reminder before the event. Make sure the emails are mobile-friendly and include clear calls to action.

Using LinkedIn for Show Promotion

LinkedIn is a valuable platform for informing potential customers and partners about your participation in a trade show. Post regular updates about the event, including booth numbers, featured products/services, and exclusive offers. Engage with your connections by sharing relevant industry insights and articles. In addition, consider reaching out to key individuals with personalized messages and inviting them to visit your booth. Use LinkedIn's targeted advertising options to extend your reach.

Personalized Invitations by Courier

Sending personalized invitations by courier adds a touch of exclusivity and personalization. Identify high-potential customers and partners and send them beautifully designed physical invitations. These invitations can include VIP access to your stand, one-to-one meetings, or special demonstrations. The tactile nature of a couriered invitation can leave a lasting impression and increase the likelihood of attendance.

Telemarketing for Announcements and Invitations

Telemarketing can add a direct and personal touch to your invitation strategy. Train a team to make professional and engaging calls to your target audience. Prioritize warm leads and engage in meaningful conversations about your show participation. Highlight the benefits of visiting your stand and offer to email more information. Remember to track responses and adjust your approach if necessary.

Use Printed Business Publications

Printed business publications, such as industry magazines or newsletters, remain an effective communication channel. Place advertisements or articles announcing your presence at the show and the value attendees can gain from visiting your stand. Consider including QR codes or unique URLs that direct readers to a dedicated landing page with more details about your presence at the show.

Write a Press Release

Create a well-written press release to inform media and industry influencers about your participation in the show. Highlight your company's unique selling points, the innovations you'll showcase, and any speaking engagements or special events you'll be hosting. Ensure the release is engaging, concise and includes relevant contact information for media inquiries.

Internet Marketing and Lead Generation

Use internet marketing to spread the word about the upcoming show. Use social media platforms like Facebook, Twitter, and Instagram to share visually appealing posts and updates. Create engaging videos or live streams to showcase your booth preparations and offerings. Run targeted online ads based on demographics, interests, and behaviors to reach potential attendees.

To capture leads through online channels, consider

  • Offering downloadable resources such as whitepapers, e-books, or case studies in exchange for contact information.

  • Hosting webinars or online workshops related to your industry that require registration.

  • Implementing live chat on your website to engage visitors and collect their contact details.

  • Create a dedicated exhibition landing page with a registration form for interested attendees.


Finally, a comprehensive marketing plan that combines different strategies will help ensure a successful show. By using advanced invitations, targeted mailings, electronic communications, social media, and more, you can increase attendance, engage potential customers and partners, and make a lasting impact at the show. Consistency, personalization, and anticipation are critical to a well-executed marketing campaign.

What to Bring to a Trade Show Booth

When preparing for an exhibition stand, what you bring with you can make a big difference to your success in attracting visitors, engaging them, and leaving a lasting impression. Here's some advice on what to bring to make your booth display stand out:

  • Attractive visuals: large, eye-catching banners and backdrops with your company logo and messages.

  • High-quality graphics and images showcasing your products, services, and solutions.

  • Interactive Displays: interactive touchscreen displays or tablets that showcase product demos, videos, and interactive presentations.

  • Virtual Reality (VR) or Augmented Reality (AR) experiences that allow visitors to engage with your offerings uniquely.

  • Live demonstrations: Set up live product demonstrations to showcase the features and benefits of your offerings.

  • Engage visitors by explaining how your products can solve their challenges or meet their needs.

  • Samples and Giveaways: Provide product samples, prototypes, or trials for visitors to experience first-hand. Offer branded giveaways such as pens, notepads, USB drives, or other valuable items that remind you of your company.

  • Engagement activities: Include games, contests, or interactive activities encouraging participation and interaction with your brand. Consider offering prizes or incentives for winners to promote engagement.

  • Knowledgeable Staff: Have knowledgeable and well-trained staff who can answer questions, provide information and engage in meaningful conversations with visitors.

  • Comfortable Seating: Provide seating areas where visitors can take a break, have discussions and learn more about your offerings in a relaxed environment.

  • Meeting Space: Create a private meeting space for in-depth discussions and consultations with potential customers and partners.

  • Marketing Collateral: Brochures, flyers, catalogs, and business cards with concise and compelling information about your company, products, and services.

  • Branded Swag: Offer branded merchandise such as apparel, bags, or accessories that attendees can take home and use, increasing brand visibility.

  • Charging Stations: Provide mobile device charging stations to attract visitors and keep them engaged while their devices charge.

  • Refreshments: Offer refreshments such as water, coffee, or snacks to create a welcoming atmosphere and encourage longer interactions.

  • Testimonials and case studies: Display customer testimonials, success stories, and case studies that demonstrate the value of your products or services.

  • Technology and Connectivity: Ensure you have reliable Wi-Fi and charging ports for your devices and any interactive displays.

  • Follow-up materials: Prepare materials for follow-up after the event, such as digital brochures, white papers, and contact forms to collect leads.


Remember that the items you bring should be in line with your company's brand identity, target audience, and the goals you've set for the show. The goal is to create a memorable and engaging experience that attracts visitors, communicates your value proposition, and encourages meaningful interactions that can lead to potential partnerships or sales.

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