The Ever-Evolving Trade Show Market

The Trade Show market is exploding. As interaction has taken spotlight in the way consumers interact with brands,  trade shows are becoming more and more competitive and creative, and it is important to evolve with the trends going on.

For great success at a trade show, you want to attract, engage and maintain your potential clients’ involvement. Use interactive media, videos, tablets and demos- the old brochure wont do anymore, you need something to really stimulate and engage the audience!


Remember, trade shows, by nature are interactive. Everyone is going there for the reason of interacting face to face with brands, peers and professional community. So BE interactive. Each point of exchange with you can be pleasurable , and will deliver value to the relationship you are building.

The first point of contact is the announcement of your participation at the show. How will you let people know about your involvement at the trade show? Your marketing materials should be smart and interactive; building yourself  and your brand as a destination at the show. For example, a clever direct mail piece with a QR code that links to a landing page to pre-register for the trade show or symposium, offers smart marketing and  a great experience for your client.

A follow up email campaign, from point of registration through show end, builds anticipation about what your booth will offer.


Booth design is crucial to setting the environment your brand will be received in. You want something to be remembered by. Blending digital outreach with new engagement platforms will surely attract potential clients.

Tablets and iPad’s are a huge trend in the trade show market right now. They can be used to demo products and show videos,  either one on one, or for a group of people. CRM programs on tablets are the key to generating leads. “Technology makes it possible to gather in-depth information on attendees’ interests and attitudes. With that data in hand, organizers can gauge whether their event strategy is working and alter it is necessary to help maximize their return on investment..” These programs allow companies to capture client’s information for quick access to the best leads, and create customized plans for each client.


Social Media is a great tool to interact with your audience; Twitter, Facebook, blogs, webpages and video are great tools to capture potential clients. Create a promotion using social media check-in’s and tags. Make sure your handles are visibly displayed, so everyone can interact. You could start a Hashtag discussion for all the potential clients.  This is a sure way to capture your audience’s attention, and also their information for generating leads.

For your next trade show event, map out a plan for your company. Remember you want to attract, engage and maintain your potential clients involvement.  What technologies will you incorporate into your display? How will you announce your participation at the show? Will you use social media to start a discussion with clients?  Start from there, then turn to resources such as Exhibitor Magazine for inspiration and ideas for your next trade show event. Make an IMPACT, and really wow your potential clients.



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