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The ultimate marketing guide for exhibiting at a trade show!

Updated: Jul 27, 2023

One of the fundamental elements for a successful trade show experience is effective marketing strategy for pre, during, and post event. Use these steps below as a guide on how to make your next trade show a success.

Pre Event Marketing

Pre-Event Promotion: Prior to the trade show, utilise social media platforms like Twitter, Facebook, LinkedIn, and Instagram to announce your participation. Create buzz by sharing teasers, behind-the-scenes glimpses of your preparations, and exciting updates about what attendees can expect from your booth. This helps generate interest and ensures that potential customers are aware of your presence at the event.

Most trade shows have dedicated hashtags that attendees and exhibitors use to share updates and engage in conversations surrounding the event. Incorporate these hashtags into your social media posts to amplify your reach and connect with a larger audience. By using the event's hashtags, you increase the likelihood of your content being discovered by people searching for information related to the trade show.

A person planning using a calendar a post it notes

Actively participate in discussions related to the trade show on social media. Respond to comments, like and share posts from other exhibitors and attendees, and engage in conversations surrounding the event. This not only increases your visibility but also allows you to establish connections and foster relationships with potential customers and industry influencers.

Use social media to provide sneak peeks of new products or services that you will be unveiling at the trade show. Build anticipation by sharing enticing visuals, intriguing product details, or exclusive offers available only to those who visit your booth. This strategy helps create a sense of exclusivity and encourages attendees to seek out your booth during the event.

On the Day

During the event you want to ensure you have sufficient marketing material to give to your potential customers and a way of collecting potential leads.

Most organisers have a solution that allows you to capture leads by scanning visitor badges however it is crucial you have other means to collect data from potential customers. This can be a simple printed out sheet or Google Form.

Scanning a exhibitor badge
Example of exhibition badges

Create informative and visually appealing brochures and flyers that highlight your products, services, and unique selling points. These materials should be designed to capture attention and engage potential customers.

Bring an ample supply of professionally designed business cards, including contact information and your website. These will facilitate networking and make it easier for interested prospects to reach out after the event.

Depending on your industry, providing tangible product samples can greatly enhance the overall impact of your booth. Allow visitors to touch, feel, and experience the quality of your offerings.

Example of products
Showcasing product

During the trade show, leverage social media platforms to provide live coverage and real-time updates. Share photos and videos of your booth, product demonstrations, customer interactions, and any noteworthy activities taking place. This approach allows those who couldn't attend the event to feel engaged and provides a way for them to experience it vicariously through your social media presence.

Take lots of photos and videos that you can use as content and to promote your next trade show!

Post Event Marketing

Post-Event Follow-Up: Once the trade show concludes, continue leveraging social media to follow up with leads, express gratitude to visitors, and share highlights from the event. Post photos or videos of successful interactions, testimonials, and key takeaways. This not only reinforces your brand's presence but also demonstrates your commitment to building lasting relationships with potential customers.


Attending a trade show can be an excellent opportunity for companies to showcase their offerings, network with industry professionals, and establish their brand presence.

Remember, a well-planned and strategically located booth, combined with compelling marketing material and engaging interactions, can help your company stand out and achieve its trade show goals.


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We are a new international online learning environment, providing bespoke courses, the IIOLE was formed by accomplished academics and practitioners who have produced events across the globe and published extensively within the field of live events management.

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