What Is a Trade Show?
A trade show is a large event that typically centers around a specific industry or a product or service. It’s a great opportunity for companies to display their products or services and promote them in a personal way to interested potential buyers.
Trade shows differ from conferences in that they’re often not open to the public. Attendees at trade shows are typically representatives from companies within the industry, qualified buyers, and salespeople.
Some of the most popular trade shows include:
- CES: Consumer Electronics Show
- Comic Con International
- South By Southwest (aka SXSW)
These events are big opportunities for your marketing team to capitalize on.
Trade Show Marketing
This is a subtopic associated with event marketing, which is the process of planning, organizing, and executing an event as an effort to promote your product, service, or your entire brand as a whole.
Trade show marketing is the process of showcasing your company and your offerings at a trade show. The perk of trade show marketing is you’re interacting with people who actively registered to attend, meaning they’re already engaged in their personal buyer journey seeking out brands and solutions.
To make the most of a trade show, you need to develop a comprehensive trade show marketing strategy. As with any marketing strategy, you need to consider several elements like:
- Setting trade show marketing goals
- Identifying channels to achieve those goals
- Creating clear calls to action
- Building a campaign with content assets, like landing pages and lead magnets
- Determining how to stand out from competitors
There are so many pieces of the trade show marketing puzzle you need to know. Planning and organizing each piece of the puzzle can take six months to a year, so it’s never too early to get started.