With the right strategy and preparation, trade shows can be a lead-generating, brand-elevating, relationship-building machine for your business.
Nearly half of B2B marketers deem them the single best marketing channel for ROI, as The Trade Show Network reports 92% of attendees are actively seeking to buy.
Every booth visit is a chance to turn curiosity into connection, but capturing that opportunity takes more than simply showing up. Whether you’re a first-timer or seasoned exhibitor, the secret to success lies both in the prep work and the follow-through.
This pre- and post-event marketing checklist for trade shows will help you plan smarter, market sharper and seal the deal like a pro.
Make Your Booth & Brand Pop with Goal-Driven Planning
Begin planning as soon as the trade show releases information on the event. Proactive organization and budgeting will help you avoid last-minute sticker shock, so be sure to consider everything from booth rental and design to sponsorships and promotional materials. On your to-do list:
Secure a Strategic Booth Location
First things first, submit your booth application through the event’s official website. Try to reserve a space near entrances, main aisles, food courts or restrooms to attract more foot traffic. Be cautious of dead-ends, back corners and spots near service areas or loading docks.
Define Your Goals for the Event
Be diligent, specific and clear in goal setting. Are you aiming for more brand exposure, leads, partnerships or a tactical combination? Center the following steps around these core objectives.
Develop Key Messaging & Value Props
Messaging should be tailored to the event, reflect your goals and speak to people’s pain points. Why should someone stop by your booth, and what’s in it for them? Consider “trade show exclusive” promos for prospects and train your team on talking points and scripts, as well.
Create Booth Collateral
Booth design plays a critical role in attendees’ perception of your business. Get creative (and strategic) with how you’ll convey your brand, from backdrop and banners to PowerPoint or video, if booths come equipped with TVs.
Pay close attention to the event’s specific requirements for the design collateral and set aside ample time for prep — especially if you’re building something interactive, printing large visuals or coordinating with agencies.
Prepare Printed Lead-Gen Materials & Swag
In addition to a visually captivating booth, equip your team with event-specific flyers containing a QR code leading to a corresponding landing page to hand out at the show. This will help drive people to your booth and prompt prospects to fill out a website form. (More on this later.)
You can also keep your company top of mind with take-home swag: Think branded totes, T-shirts and, of course, business cards.
Make Your Booth Interactive
Is your tech really the best? Prove it with a live demo. Or, why not set up a game or raffle? The more involved your booth visitors are, the better.
Launch Pre-Show Digital Marketing Campaigns
Leading up to the trade show, create excitement and urgency through social media posts, targeted emails and potentially press outreach. Highlight special offers and booth activities while encouraging prospects to schedule a meeting with you during the event.
Consider Sponsorship Opportunities
Sponsorships give your brand prime placement, both physically and psychologically. From sponsoring cocktail hour to putting your logo on official conference lanyards, these touchpoints subtly reinforce your presence event-wide. Common sponsorship opportunities may include:
- Wi-Fi or charging station sponsorships
- Logo placement on the event’s app or website
- Room drops with promotional materials in attendees’ hotels
- Branded giveaways for breakout sessions or keynotes
- Stage time or shoutouts during welcome sessions
As you weigh sponsorship options, prioritize opportunities that align with your goals and audience. For example, food and beverage sponsorships are ideal for networking objectives. If you’re after long-term visibility, branded swag or tech tools may be the way to go.
Nail Down Your Lead Capture Process
The days of scribbling contact information in a notebook and collecting business cards in a fishbowl are long gone…or should be, at least.
Most trade shows now offer badge-scanning technology for quick digital lead capture — no manual entry required. These digital scans typically include names, titles, companies and email addresses, which are compiled into a downloadable list post-event.
This method is highly efficient but not always customizable, so supplement it with your own QR code strategy to qualify leads on your terms. With functional print collateral driving traffic to an actionable landing page, you can guide users to a form, then funnel them directly into your customer relationship management (CRM) platform.
Fuel Conversions with Consistent Follow-Up
Congratulations. If you took the above steps, your trade show experience was likely a hit! Now that you’ve gathered strong leads, it’s time to move them through the funnel.
Drip campaigns are a great way to execute your trade show follow-up email strategy, driving up to a 451% increase in qualified leads, according to Salesforce.
With the contacts you’ve gathered in your CRM via form fills or badge scans, you can trigger an email to all or some of them that continues the event narrative and offers incentives. Reach out to leads within 48 hours post-show to capitalize on fresh interest, and use your CRM to automate reminders so no one falls through the cracks.
Depending on the recipient’s next action (i.e., opening, clicking or neither), another email would automatically trigger after a certain time to build upon initial momentum. Subsequent emails can then be “dripped” similarly, each offering new tidbits of valuable information.
Let’s Turn Qualified Leads into Committed Customers
You’re all set on the “what” and “why” behind these tactics. But if you’re still wondering exactly how to convert trade show leads into sales, Aker Ink can take your strategy to the next level.
We can execute an end-to-end trade show campaign you’ll feel confident in — before the event, at the booth and beyond. Explore our suite of marketing services.
