Five Tips for Maximizing Trade Show Marketing | PMI

Did you know that 76 percent of B2B marketers consider event marketing to be their most successful top-of-funnel marketing tactic? If you are one of them, this number doesn’t surprise you because you know how effective trade shows can be. 

But not every company that does trade show marketing is getting the most out of it. Many are missing out on crucial parts of the event that could be bringing in way more clients and brand awareness than ever before.  

Which begs the question, even for the experts: How do you maximize your investment when it comes to trade shows? 

1. Identify your ideal persona

Who is your perfect customer? Don’t say “everybody.” Every company has a customer “type” (or persona) most likely to buy their products. 

Identify the characteristics of that persona and market directly to people who fit that profile. You want this persona to be as detailed as possible and include age, gender, sexual orientation, occupation and much more. 

By marketing to your persona or personas, your company gets an edge on the specific market it wants to target. Most importantly, it doesn’t waste time marketing to people who won’t be or don’t want to be their clients. 

2. Start marketing early

Begin your marketing well in advance. Use business-appropriate channels, including direct mail marketing, email, phone and LinkedIn. Create a multi-touch, multi-channel approach so your message gets heard above all of the others competing for your audience’s attention each day.

Most importantly, you want to make sure people know where you’ll be at the trade show, how long and for how many days. You want to make it as easy as possible for people to find you through your promotional products

3. Drip, drip, drip

Don’t throw everything at your audience all at once. Gradually drip information over time. Introduce yourself and what you have to offer. 

Slowly drip information on your products, educational events and the benefits of attending the show where you will be displaying. At the right time, offer incentives for them to visit your booth and ask to set up appointments.

4. Design your booth for conversion 

What products, displays and collateral materials will you need to turn prospects into customers? How do you design your booth to be interactive and boost conversation? 

You’ll want bright, colorful banners with floor and hanging displays to attract interest on the show floor itself, but you also want to think about what materials (including marketing collateral) will be most likely to move prospects from interest to conversion. Every trade show is different, so consider creating materials and displays specific to the needs and audience of each show.

5. Track and follow up

Make sure you have a plan for capturing the contact information of everyone who visits your booth whether they have an appointment or not. Consider a tablet where they can input their email or a place to drop their business cards.  

Thank them for coming and offer to keep them engaged. Even if they don’t make a purchase, stay in touch. Be helpful, friendly and consistent so that when they are ready to buy, you’ll be the first place they turn.

6. Work With the Best

Company owners, employees and marketers should be consistently striving to make an impact at every trade show they attend. Which is why you should want to work with the best in the business in marketing and printing services. 

For whatever your printing needs are, we’re here to help at Printing and Marketing Inc. We offer various creative marketing services, from promotional products to bindery and finishing to asset management and beyond. 

Whatever your need is, we can fulfill that here at PMI. And despite the current global pandemic, we still are operating, so don’t hesitate to reach out to us on our website or send us an email at

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Union City, CA 94587
P 510.931.7000

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Carlsbad, CA 92011
P 858.800.4424

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