Not every trade show can be met with a big product launch but that doesn’t mean you can’t capture attention to generate leads or earn media coverage. As a full-service marketing and communications agency, MBE Group supports clients at shows across North America like CES, AAPEX, SEMA and The Battery Show, as well as at international trade shows like the recent IAA Mobility Munich. As seasoned pros, we know that with the right strategy, you don’t always need “new news” to stand out.
How to Create a Trade Show Marketing Strategy Without a Product Launch
A trade show marketing strategy without new announcements is all about repackaging and amplifying what you already do best. Attendees and journalists aren’t just looking for “what’s new”, they’re looking for what’s most relevant. We have worked with many clients who gained media and customer attention by:
- Reinforcing their brand story
- Spotlighting customer success
- Amplifying subject-matter experts
- Providing in depth exposure to customer’s products and business practices
- Speaking about industry trends
PR Results at Trade Shows
We’ve seen first-hand how PR support at trade shows can generate strong coverage when paired with smart storytelling and media access. PR results can be achieved by:
- Pitching deeper dives into your technology instead of repeating high-level overviews
- Creating compelling booth visuals or sizzle reels with a fresh feel
- Hosting private media previews or off-site events to build buzz and exclusivity
- Strengthening long-term media relationships with face-to-face meetings
- Creating new connections between you and potential customers through introductions and networking
10 Ways to Maximize Trade Show ROI Without “New” News
1) Reinforce Your Core Story
Use the event to remind prospects and media what sets your brand apart. Instead of broad messaging, go deep and spotlight specific technologies or capabilities.
2) Maximize Digital Reach
We encourage clients to think beyond the booth. Social posts, especially on LinkedIn, multiply reach by bringing show conversations to a broader audience. Sharing photos, demos, behind-the-scenes content and video clips can generate engagement even from those not attending the event. Eblasts provide context to customers, while geo-fenced ad campaigns support your on-site efforts.
3) Showcase Customer Success Stories
Case studies and partnerships can demonstrate real value, share these at the booth, in presentations or even as short snippet videos for LinkedIn.
4) Lean Into Thought Leadership
Thought leadership builds trust and credibility so, share your team’s perspective on industry trends, challenges and opportunities. Being able to confidently speak about where the industry is headed positions your leadership and product teams as the experts people turn to before, during and after the show.
5) Elevate Your People
Your subject-matter experts are your best asset. Put them on panels, on camera with media (or even a quick cell phone video for posting on social) and at the booth to chat with your prospective customers.
6) Focus on Relationships
Trade shows are about connecting with people. Use the time to meet with media and customers (both existing and future) to grow relationships.
7) Highlight the Future
Talk about what’s in development and where the company is headed. Future-focused investments in products and people show your brand is evolving.
8) Create Fresh Visuals & Experiences
New booth visuals and updated messaging can grab attention. Displays don’t have to be about new products, instead the content can be presented in a fresh way. That could mean a high-energy sizzle real on a large screen or a short-form video running on loop on a laptop or interactive touchscreens that let attendees explore your technology at their own pace. Pair that with hands-on demos and refreshed graphics to create show experiences that resonate. Explore new mediums and bold techniques that stand out on the crowded show floor.
9) Invest in Face Time with Media
Consider hosting a “first look” preview before the show opens or after hours over coffee or cocktails to create exclusivity. Off-site media luncheons or panels can also deliver high-impact visibility, they are often pay-to-play but are a direct way to get in front of a large group.
10) Gather Intel
Track competitor messaging, identify industry shifts and note customer feedback, this intel may help shape your future strategy.
We Can Help Build a Trade Show Marketing Strategy That Works
You don’t need a splashy launch to get value from a trade show. With the right marketing strategy and strong PR support, you can reinforce your brand, engage your audience and generate ROI that lasts beyond the event.
At MBE Group, we help clients craft strategies that deliver, whether they’re debuting something new or building momentum with their existing brand story. Our team is involved with dozens of events each year. From booth visuals and media outreach to thought leadership campaigns and digital amplification, we make sure you show up strong. Contact us if you need event support.
