Importance of Pre-Show Promotion and Marketing for Trade Shows

Trade shows offer businesses the opportunity to showcase their products or services, connect with potential customers and partners, and stay up-to-date on industry trends and developments. However, with hundreds or even thousands of exhibitors competing for attention, it can be challenging to stand out and achieve a positive return on investment (ROI). That’s where pre-show marketing and promotion come in. Pre-show marketing and promotion refers to the various tactics and strategies that businesses use to promote their participation in a trade show in advance of the event. The goal is to build awareness and generate excitement for the company’s presence at the show, generate leads and appointments, and differentiate the brand from competitors. Here are APG Exhibits three reasons why pre-show marketing and promotion are essential for trade show success:

Build Awareness and Generate Excitement

One of the primary benefits of pre-show promotion and marketing is that it can help businesses build awareness and generate excitement for their brand and their presence at the trade show. By sharing information about their booth, products or services, and any special promotions or activities they have planned, businesses can pique the interest of potential attendees and encourage them to seek out the company on the show floor. There are several channels that businesses can use to promote their trade show presence in advance, including email marketing, social media, paid advertising, and PR outreach.

Email Marketing: Sending a dedicated email blast to subscribers announcing the company’s participation in the event and highlighting any special promotions or giveaways is an effective way to communicate with current customers and prospects. It is also an excellent opportunity to share any news or updates about the company’s products or services.

Social Media: Using social media channels (including Twitter, Facebook, and LinkedIn) to share updates and teasers about the company’s trade show booth and activities is a great way to build anticipation and excitement among potential attendees. Creating a dedicated hashtag for the event and encouraging followers to use it when posting about the company or the show can also help increase visibility.

Paid Advertising: Investing in paid advertising (such as Google Ads or Facebook Ads) to promote the company’s booth and drive traffic to the website or landing page is an effective way to reach a broader audience beyond the company’s existing network.

PR Outreach: Reaching out to industry publications and bloggers to share information about the company’s trade show presence and any interesting stories or news is a great way to generate buzz and increase visibility.

Pre-Show MarketingGenerate Leads and Schedule Appointments

Another benefit of pre-show marketing for trade shows is that it can help businesses generate leads and schedule appointments with potential customers and partners. By letting attendees know in advance that the company will be at the show and encouraging them to schedule a meeting or visit the booth, businesses can maximize their chances of making valuable connections and closing deals.

Some tactics for generating leads and scheduling appointments include offering incentives, using event registration tools, and following up with prospects.

Offering Incentives: Offering a special promotion or incentive for attendees who schedule an appointment with the company in advance (such as a discount or free gift) is an effective way to motivate attendees to connect with the company.

Using Event Registration Tools: Many trade shows offer online registration tools that allow attendees to schedule appointments with exhibitors in advance. Businesses can take advantage of these tools and promote their availability to potential visitors.

Following up with Prospects: Following up with any leads generated in advance of the show to confirm appointments and ensure that the company is prepared to meet their needs when they arrive is critical.

Promotion for Trade ShowStand Out from the Crowd

Finally, marketing  can help businesses stand out from the crowd and differentiate their brand from competitors. By investing time and resources into creating compelling content and promotions that showcase the company’s unique value proposition and set them apart from others in the industry, businesses can make a lasting impression on attendees and maximize their chances of being remembered after the show.

To stand out from the crowd, businesses can consider creating interactive experiences, offering unique giveaways, and leveraging influencer partnerships.

Interactive Experiences: Creating an interactive experience at the booth (such as a game, virtual reality demo, or product demonstration) is an excellent way to engage attendees and create a memorable experience that sets the company apart from competitors. Offering unique giveaways or swag items (such as custom branded products or exclusive discounts) is an effective way to incentivize attendees to visit the booth and engage with the company. Partnering with industry influencers or thought leaders to promote the company’s presence at the trade show is an excellent way to increase visibility and credibility.

By leveraging pre-show marketing and promotion tactics like these, businesses can maximize their chances of achieving a positive ROI from the trade show and building long-term relationships with potential customers and partners.In addition to these benefits, pre-show marketing and promotion can also help businesses achieve other goals, such as:

  • Establishing the company as a thought leader in the industry by sharing insights and expertise
  • Building excitement and momentum for new product launches or announcements
  • Promoting the company’s brand values and social responsibility efforts


It’s important to note that pre-show marketing for trade shows should be integrated into the company’s overall trade show strategy. These efforts should align with the company’s goals and messaging for the event and should be part of a cohesive plan that includes booth design, staffing, and post-show follow-up. Additionally, businesses should track and measure the effectiveness of their pre-show marketing and promotion efforts to determine what worked well and what can be improved in the future. This data can help inform future trade show strategies and ensure that the company is maximizing its ROI.

Pre-show marketing and promotion are critical for trade show success. By building awareness and excitement, generating leads and appointments, and standing out from the crowd, businesses can maximize their chances of achieving their goals and achieving a positive ROI. So, start planning your pre-show marketing efforts today and get ready to make your next trade show a success!

You may also like...