Trade shows provide an invaluable opportunity for brands across various industries—whether it’s real estate, marine/boat shows, cannabis expos or any other field—to network, showcase their expertise, and generate leads. However, standing out in a sea of competitors requires a strategic approach. Working with a PR firm such as Fort Lauderdale and Aspen-based public relations agency Durée & Company, creating engaging swag, and having a comprehensive strategy are essential to amplify a brand’s presence. Here’s a guide to maximizing trade show impact with additional ideas to ensure the brand makes a lasting impression.
- Collaborate with a PR firm.
Partnering with a public relations firm can significantly enhance a brand’s visibility and credibility at trade shows. Here’s how a PR agency can help:
- Media Outreach: A PR firm can pitch a brand’s attendance and speaking engagements to media outlets, securing pre-event coverage and interviews. Usually, a media contact list is available for confirmed media who will be in attendance, and it can be helpful for the PR team to get in touch and set up appointments and interviews.
- Press Releases: Distribute press releases announcing participation at the trade show, any new offerings, special announcements, and upcoming initiatives the brand is hosting at the trade show. If the business recently added new executives, mention if they will be attending the conference.
- Media Kits: Prepare comprehensive media kits that include the company’s background, key team members, recent news, and contact information. Have printed materials and USB drives available to give out. Ensure branding, logos, and copy are cohesive across all materials.
- Prepare to give out memorable swag.
Think beyond the pen and keychain. Offering high-quality, useful swag can make a brand memorable to attendees. Consider these ideas:
- Branded Tech Gadgets: Items such as power banks and rechargeable mini fans are always appreciated and frequently used. They’ll think of the brand every time they use it!
- Eco-Friendly Products: Show the brand’s commitment to sustainability with reusable tote bags, journals made on recycled paper, or BPA-free stainless steel water bottles.
- Interactive Swag: Incorporate QR codes on swag that lead to exclusive content like videos or downloads, or special offers when an email address is entered. This can further engagement with the brand when they leave the booth and long after the trade show is over.
If the company is giving out products at a trade show, one might be wondering how many promotional items to order. Some estimates are to plan to have enough for 25 percent of attendees at a large conference—roughly 400 to 500 if there will be about 2,000 people. The brand could always gather information to send promo products later to attendees if products run out.
- Develop a comprehensive trade show strategy
A well-planned strategy is key to maximizing a business’s trade show presence and ensuring the brand gets the most exposure possible. Focus on the following aspects to maximize time before, during, and after the trade show:
- Pre-Event Planning: Schedule meetings with key clients and potential partners ahead of time. This outreach could be done with the assistance of a publicity team or the sales team. Make sure dinner meetings and reservations are confirmed with decision-makers. Leave some time in the calendar for mingling at cocktail hours and breakfast networking events. Use social media and email marketing to announce the brand’s participation and invite attendees to visit its booth. Always post using the event hashtags to find more people to connect with.
- Booth Design: Create an inviting and visually appealing booth with bold graphics, interactive digital displays, touchscreens, audio and video. Our clients at Sea Tow always have a booth at boat shows with giveaways and useful information. Their booth is branded and inviting, featuring bold graphics, interactive displays, and plenty of space for engaging with attendees.
- Live Demonstrations:Offer live demos of the brand’s services or products. This interactive approach can draw crowds and provide a tangible sense of what the brand offers. Make sure the employees working the booth are engaging, having fun, outgoing, and helpful at drawing in new audiences. The more fun it looks like everyone is having at the business’s booth, the more people will want to come by and see what’s happening.
- Partner with influencers: Consider teaming up with some relevant brand influencers who will be attending as well or who can help get the word out about the brand showcasing new products at the event.
- Maximize the brand’s presence
Beyond having a booth, amplifying the company’s presence with multiple touchpoints and strategies. Try these:
- Book Speaking Engagements: Secure speaking slots or panel participation to showcase expertise and thought leadership on specific topics. Book a table where audience members can meet with the speaker afterward to learn more about them and the company. (Remember to collect names and contact information!)
- Run Workshops and Seminars: Host mini-workshops or seminars to engage attendees with valuable insights and practical advice. Work with the conference organizers and offer to host “Lunch & Learn” sessions for a deep dive into a topic.
- Social Media Engagement: Task someone from the company to share what’s happening on the brand’s Instagram stories, Facebook, X, and share updates with photos on LinkedIn. This can help create buzz around the brand’s participation. Encourage any employees attending the event to share on their feeds as well if they’re comfortable doing that. Use event hashtags and location check-ins to increase visibility.
- Offer exclusive discounts at the trade show.
Many trade show visitors are buying for their businesses while others are selling their services. Always have a way to collect names and contact information for potential customers who stop by the booth—a digital tablet makes this a breeze. Companies can also offer incentives for customers to purchase on the spot. A special discount for a trade show attendee could be the nudge they need to pull out their wallets.
- Prepare a Post-Event Follow-Up
The work doesn’t stop when the trade show ends. Effective follow-up can turn leads into clients:
- Lead Management: Use CRM tools to organize and follow up with leads promptly. Personalize follow-up messages based on interactions at the trade show. Have the PR team follow up with media and ensure they have all the information and assets they need.
- Post-Event Content: Share a recap of the event on the brand’s blog and social media. Highlight key takeaways, the brand’s experiences, and any new announcements made during the show. Send a follow-up press release that includes special announcements and product launches made during the conference.
- Feedback Collection: Send out surveys to gather feedback on the brand’s booth, presentations, and overall presence. Use this data to improve future trade show strategies.
Whether you need help with branding, creating memorable swag, or working with media before and after the trade show, Durée & Company can help. Get in contact to learn more about what we have to offer at our full-service agency.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR.
