A few words on how to turn your participation in a trade show into a real success, and not a one-off event that falls short due to poor preparation.
Today, anyone who doesn’t integrate digital marketing into their trade show preparations is losing a significant portion of the potential it holds.
Here are a few small tips/
For some, these may seem obvious.
For others (and surprisingly, that’s quite a lot), this is dedicated to you 😊
Many companies “remember” to start appearing online just before the trade show, and sometimes only during it.
But a successful digital campaign should begin several months in advance.
It’s worth investing in research, precise targeting, and focused advertising.
A strong recommendation: share valuable content like stories, examples from past projects,
Anything that will get people to know you before they meet you in person.
When you start focusing your advertising closer to the event, you won’t be strangers to them anymore, you’ll be a company they already know.
Yes, target advertising like in the Linkedin can be expensive, but it doesn’t have to be if done correctly.
An important tip I learned from a very wise person:
Don’t try to reach everyone.
Focus on the most important 20% the audience you most want as your clients, the ones who can truly change the game for your company 😊
It’s a smaller audience, but much more relevant.
This way, you can reach them repeatedly with a relatively low budget, while still gaining exposure to others.
A few weeks before the trade show, if you’ve done the previous step,
your audience has already been exposed to you, your name isn’t new to them,
and now it’s time to focus on messages that will drive them to your booth.
Share posts inviting them to visit, spark curiosity, give clear reasons to come, and offer to schedule a meeting in advance.
Send emails, reach out on LinkedIn, even make phone calls. Personal initiative creates impact!
It’s surprising how many companies stop their activity exactly when they should be accelerating it.
Maintaining contact immediately after the trade show is critical!
Continue your campaign for at least a few more weeks.
Share photos that capture the experience (not just the booth or a posed team, but real moments of interaction),
Send personal follow-ups to everyone who visited.
Remember: many visitors will only need your services later on.If you’ve made a strong impression, stay visible and be there when it’s time for them to decide.
Success at a trade show isn’t measured only by booth design.
Smart digital marketing before, during, and after the event significantly boosts results.
It’s not complicated, it doesn’t require huge budgets,
But it does demand precise planning and understanding of how to speak to your audience- both inside and outside the exhibition hall.
