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Most in-person events came to a screeching halt when the COVID-19 pandemic hit in early 2020, including trade shows and conventions. For many companies, these events are a highly anticipated opportunity to meet face-to-face with existing clients and start a conversation with new prospects. Exhibition companies and the many people who rely on them had to find other avenues such as virtual events to get business done.

Fast-forward to today, and the world of trade shows and conventions is making a comeback. According to UFI, the Global Association of the Exhibition Industry, most global markets except Asia had reopened for events by June 2022, and data indicated these numbers were continuing to gradually improve. Additionally, 70 percent of the companies surveyed reported their events were back to normal activity, up from 30 percent earlier in the year.

As we transition back from virtual to in-person events, it’s time to dust off your trade show marketing strategy and make sure your company is prepared. Executing a successful event is a time-consuming effort, but with the right approach, it can result in big dividends.

Here are a few tips to help you get the most from the investment of trade show participation:

  • Cover the full spectrum of customer experience. Many companies focus their resources on the show itself, but the best trade show marketing strategies are the ones that engage participants before, during and after the event. Getting on attendees’ schedules early and following up after the event will give your team more opportunities to close the deal.
  • Utilize an omnichannel outreach approach. Trade show attendees are bombarded with information in the weeks leading up to the event. An omnichannel approach that incorporates both online and offline touchpoints will give your company a better chance of standing out while providing insights into your customers’ communication preferences.
  • Break through with personalized touches. Trade show are about connections, not just volume. Stand out with tactics like direct mail that can be fully optimized and hyper-personalized.
  • Put your best foot forward. Stock your booth with high-quality and informative marketing materials, such as product brochures, product presentations, business cards (print and digital) and company signage. Well-designed and professionally produced pieces will help prospects understand your company’s offering and create a memorable experience. 

Executing a successful trade show with high ROI is a team effort. Matrix has the skills and expertise to help you take your event marketing efforts to the next level, offering a suite of options including comprehensive, integrated e-solutions and direct mail that creates memorable customer experiences. From finding your target audience to producing high-performing tactics with measurable results, we support you every step of the way.

Trade shows are a large investment of both time and resources. When you’re ready to make that commitment, we’re here to help it pay off. Contact us today to get started.

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