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6 Winning Strategies for Brands Exhibiting at Trade Shows

By June 22, 2021No Comments
Brands trade shows

There’s no business like show business! This especially rings true when it comes to trade shows. Brands exhibiting at trade shows have many advantages. They can boost visibility, build lasting relationships within an industry, and connect with new and existing customers.

At Fort Lauderdale and Aspen-based public relations and marketing agency Durée & Company, we not only have the expertise to help our clients achieve standout branding, but we know the ins and outs of creating memorable special events, which includes unforgettable trade show displays.

We’re pleased to share our “trade secrets” and 6 winning strategies to make your brand the talk of the trade show:

  • Make your trade show setup shine.

The ultimate trade show setup should be genuinely welcoming, comfortable and attractive, according to the Center for Exhibition Industry Research. Think a hint of vanilla scent to draw in visitors (yes, the center really suggests this!)

We understand the impact of an attractive booth set-up at Durée & Company, and we’re experts when it comes to swag! We’re always researching for fresh ideas, and our favorite items have included AirPods, selfie lights, and branded hand sanitizers.

Also, it’s important to offer marketing information or literature for attendees to take with them. And don’t forget interactive components. Include unique ways to demo or sample your product, a looping video, or an iPad experience that attendees can enjoy.

  • Devise a strategy.

What are you hoping to achieve? Perhaps you’re promoting a new product. Or, you wish to increase brand awareness. Maybe you want to generate leads, or are simply looking to network with like-minded individuals.

Whatever your goal may be, Durée & Company can help your brand’s vision become a reality while exhibiting at a trade show. Once a brand knows what it wants to accomplish, digital marketing and real-world marketing efforts fall into place. With a well thought-out strategy, of course!

Consider offering a newsletter to potential leads before and after the show (be sure to obtain attendees’ email addresses at the show, so you can reach them).

  • Create a landing page.

Once goals have been set, we recommend creating a much-needed landing page specific to the trade show. Why? This makes it easy and efficient for attendees and customers to get to the information you want them to see.

Other benefits of a landing page include improving the brand’s SEO ranking in line with the trade show. Also, from news to social media, this page helps with creative, brand messaging and alignment across various channels.

It’s critical to reach stakeholders, including journalists, conference attendees, and current and potential customers. Targeted brand messaging and media outreach can make this happen.

Our agency has the expertise to leverage media who are sponsoring and/or attending the trade show in outreach. This includes setting up advance meetings with brand execs, or even special media previews. For a resounding experience, offer a happy hour event just for media.

Social media can be a treasure trove for your brand, if you know how to use it correctly. Not only can you take advantage of it to promote your brand before the show, but it can drive attention afterward.

Examples of tried-and-true social media promotions for trade shows include contests, live-streaming, conversations using the trade show’s community hashtag, and much more.

Among the many practices we have perfected at Durée & Company is getting brands to engage with their followers on social media leading up to the event. This builds excitement around the exhibit, and creates anticipation before the show. After the show, we keep the conversation going.

  • Gather contact information and follow up after the show.

Exhibiting at a trade show can deliver a considerable benefit to your company’s database or CRM. Consider offering an attractive takeaway in exchange for your booth visitor’s email address. Whether it’s incentivizing with a raffle prize or leaving with premium merchandise, the investment will pay off as your database will grow significantly.

The contact information collected could lead to sales leads, new relationships, and deeper connections. Convert leads into customers by sending a personal follow-up email or general thank you eblast to all attendees just days after the show with a clear call-to-action.

If you’d like the entire lowdown on how brands create a spectacular trade show experience, click here for our before, during and after perspective.

Whether your goal is to be the greatest showman (trade show-style), or simply to connect and network with others in your industry, contact Durée & Company. With decades of experience, we have perfected the tricks of the trade to make your trade show presence a memorable success.


About Durée & Company, Inc.

Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, health and wellness, psychedelics and cannabis, art and culture, fashion, nonprofit organizations, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms.

To learn more, call 954-723-9350; go to; or visit its specialized cannabis site at, or its new specialized psychedelics-specific site at Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.

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