Trade Show Season is in Full Swing: Four Ways to Maximize Your Results

Trade show “season” hits heavy in the fall for the auto and tech industries and runs non-stop through April, with more than 20 major events and trade shows, and dozens of other specialized ones.

Your marketing and PR teams are likely in the thick of it right now, prepping for shows like AAPEX, SEMA, the Los Angeles Auto Show, one of the American Trucking Association events, or maybe, you’re trying to stay ahead of the game for CES. Starting early helps maximize the impact and return on these shows and enables more touchpoints with your audience. But if you’re scrambling, or you just finished up at Automechanika Frankfurt, or the Paris Motor Show, and you think you’ve missed your window of opportunity: you haven’t. There are many activities that pay dividends after the show has closed.

No matter where you are in the process, here are four keys to making trade show season a successful one:

1. For each show, ask: “Why are we here?” It sounds simple, but after 30 years of working trade shows, we’re still surprised by how many people skip this question. Answering this question sets the entire foundation and expectations for your efforts at the show. You cannot measure ROI if you cannot identify the return you expect. Whether your goal is to sell products, build market awareness, launch a new brand, strengthen industry relationships, or something else, define the “why” first. Then, build your audience, marketing activities, and ROI around that goal.

2. Work from an “audience-first” perspective. Contrary to internal belief, your customer doesn’t care about your company as much as you do. This is why your marketing strategy must show how your product, company, or service helps them. Target your audience beyond your booth by continuously, consistently, and clearly engaging through multiple channels – direct marketing, PR, social media, blogs, eblasts, and ad programs. Reach out before, during and after the show. Tailor every touchpoint from the booth layout to the communications tactics, with the target audience in mind.

3. Message clearly. Trade shows are chaotic. Cut through the clutter by getting to the point quickly. Make it easy for your booth visitors to remember what they saw. Avoid jargon. Clearly state who you are, why you’re there, why you matter and who should care. Clarity beats clever every time.

4. Continue the momentum. The show itself is only a small part of the equation. Your outreach should begin 45-60 days in advance of the larger events and around 30 days in advance of the smaller, more segment-focused events and should consist of dedicated follow-up efforts. After the show be sure to reengage with booth visitors with eblasts, social media, 1:1 emails, and relevant information.

Each year, the MBE Group team manages client marketing for more than 30 shows and events around the world. Effective trade show marketing requires both disciplined strategy and creative execution. For more than 40 years, we have helped brands in transportation, technology, and consumer goods plan and execute successful events. If your team is deep into show season and needs experienced support before, during, or after an event, let’s talk.