It’s trade show season, and while it’s easy to get tied up in the details and logistics of exhibit space, travel and hotel reservations, it’s important marketers leverage B2B marketing strategies to maximize impact before, during and after a trade show. These strategies can help build brand awareness, generate leads and maintain relationships with potential clients and partners.

Here’s a quick glimpse into each phase:

Pre-promotion

• Start promoting your participation in the trade show well in advance through various channels such as email, social media and LinkedIn. Think about sharing information on who from your team is attending and including a photo of that person. As we all know, names and faces become a bit jumbled in a hectic trade show space.
• Create teaser content, such as product sneak peeks, to generate excitement among potential attendees. Consider stepping out of the box to entice attendees to visit your booth. (Nod to Equifruit here and its IFPA Global Show fake tattoos)
• Find a way to connect with show attendees on a personal level by offering ideas for restaurants and things to see and do in the city where the show is being held. Pure Flavor’s Guide to the Global Show is a great example of offering useful information for show-goers. 

During the show:

• Define a way to collect leads that works for your team. While a pen and paper may still work for some, there are great innovative ways to easily collect information through QR codes or digital lead capture systems.
• Engage on social media using the show’s hashtag. LinkedIn is a great space to post updates as well. Attendees are in the zone while onsite so by posting products, demos and presentations, this might entice extra booth visitation.
• An interactive booth is always a great way to engage attendees. Whether that be an Instagram worthy photo opp, taste test or interactive trivia.

Post show

• Traditional personalized follow-up emails post show still goes a long way. Allow enough time for travel home, but don’t wait too long to get back in front of the person you engaged with in-person.
• Recap your team’s experience at the show through video content, infographic or summarizing key takeaways from the show. This content can be showcased through email distribution, LinkedIn, social media or website.

At the end of the day, we are all consumers, we are all human. We want to be entertained and engage in a meaningful way. Implementing these strategies, we can make the most of B2B marketing efforts before, during and after a trade show ultimately driving business growth and building lasting relationships within the industry.

Photo: Tracy Shaw and Amanda Keefer of Healthy Family Project at last year’s International Fresh Produce Association Global Produce & Floral Show.