Early in my marketing career, I started working with a commercial photography firm. Our photographers were shooting with digital cameras, but we still had to print out the images to place in portfolios or burn clients’ images on DVDs. Needless to say, it was quite cumbersome lugging around seven photographer’s portfolio books. Some photographers had several portfolio books to include the following types of photography:
- Food
- Architectural
- People
- Product
- Automotive
- Events
- Political
As you can imagine, if each photographer had at least three different specialties (which most of them did), I had to transport anywhere from twenty-one to twenty-five portfolio books when I attended trade shows, meetings with agency creative and art directors, or with direct clients (those without agency representation).
Once the internet hit the scene, it was quite literally a game changer for us. Even though we still needed specific trade show marketing strategies, like what I have listed below, I no longer had to lug around big, heavy photography books. Some of the strategies we implemented were:
- Trade show caricature artists (great way to draw in people to your booth – ha-ha, no pun intended)
- Big-screen TV’s constantly streaming our photographers’ imagestrade shows
- Contests to win free headshots for visitors who leave their business cards in our contest jar
- Provide unique food and beverages to interested visitors
- Pens, pads of paper, letter openers, etc., with logo to hand out for free to booth attendees
Here are some more recommended strategies to put into action before, during, and after a trade show:
- Giveaways
- Booth design
- Choose the right trade shows
- Define your goals
- Capture leads effectively
- Email marketing
- Social media
- Identifying target audience
- Post-trade show follow-up
- Prioritize leads
- Trade show marketing services
- Conceptualize a strong booth presence
- Create interactive experiences
- Direct mail
- Engage with attendees
- Follow up
- Leverage social media
- Prepare marketing materials
- Visualize your booth from multiple sides
- An in-booth presentation
- Create a budget
- Freebies
- Interactive booths
- Networking
To this day, the best trade show I had the pleasure of attending was the jewelry show in Las Vegas. I’m not a huge fan of Vegas, but the show was terrific. During that time, I was representing a jewelry photographer, and we went there not to display our work but to visit all the booths we could in three days to speak with those folks who would be potential clients.
And wow, those folks spent a fortune on booth design and marketing materials! There were jewelry designers, distributors, buyers, retail jewelers, manufacturers, wholesalers, industry professionals, etc. – our opportunities for new business were bountiful across three floors – it was an actual world market.
Famous trade shows
Of course, living in the Southeast portion of Michigan, I am most familiar with The Detroit Auto Show, formerly known as the North American International Auto Show (NAIAS), which we host each year and is world-famous. It is THE annual auto show held Downtown at Huntington Place (formerly Cobo Center) since 1965 and is one of the largest in North America, widely regarded as the automotive industry’s most meaningful event to be at.
Another famous trade show is the jewelry show I mentioned above. According to the jewelry show producer JCK (Jewelers Circular Keystone), “JCK is the world’s largest and most trusted jewelry industry trade event. With over 30 years of uniting the industry in Las Vegas, JCK continues to deliver an exceptional experience that serves all major segments of the jewelry industry.
In 2024, JCK welcomed more than 17,300 attendees and 1,900 exhibitors from around the world, with guests from 130 countries attending our event making up about 20% of all attendance. JCK was recognized by Trade Show Executive Magazine for our 2021 show’s excellence at ‘returning to business as usual’ following Covid, and TSNN awarded our 2022 show as Comeback Winner for Outstanding Attendance. Time and again JCK proves its passionate commitment as an industry leader and supporter.
Our goal is always to be the industry’s single greatest jewelry event for doing business and connecting, offering jewelry professionals the invaluable education and networking they need to propel their businesses and careers forward. Whether you are a buyer, designer, manufacturer, supplier, or student, JCK is the one show you should be at every year,”.
In addition, below are a few more notable trade shows:
- CES (Consumer Electronics Show)
- World of Concrete
- National Restaurant Association Show
- NAHB (National Association of Home Builders) International Builders’ Show
- National Hardware Show
- Magic Las Vegas
- MAGIC Las Vegas Expo
- NAB (National Association of Broadcasters) Show
- National Restaurant Association Show
Why attend a trade show
Some of the key reasons to attend trade shows are to raise brand awareness, nurture business relationships, secure targeted leads, competitor analysis, and industry education.
Attending trade shows is of immense importance beyond apparent reasons. It serves as a unique platform where industry trends unfurl before your eyes, often months ahead of public release. This firsthand exposure allows businesses to stay ahead of the curve, adopt new technologies or methodologies, and showcase their innovative edge.
Moreover, trade shows offer a concentrated environment filled with professionals who possess similar interests and expertise. This facilitates deeper conversations and professional connections that might not happen in less targeted settings.
Attending trade shows also bridges the digital and physical worlds. In today’s era, where digital marketing takes center stage, these events offer a tactile experience that online interactions lack. Being physically present means you can engage in spontaneous exchanges, a handshake, or a nod that can translate to mutual trust and eventual business collaborations.
Moreover, the diversity among attendees from different verticals within an industry allows for cross-disciplinary innovations. Engaging with professionals from varying domains prompts fresh perspectives that can spur creative ideas within your own business model.
Lastly, trade shows offer a stage to showcase offerings and amass invaluable feedback directly from the market. Observing instant reactions to your products and services provides genuine insights that can guide future development, making the engagement both a learning and profitable venture.
Trade show marketing strategy
In conclusion, attending trade shows is an invaluable strategy where businesses can effectively blend physical presence with strategic promotion, ensuring they stay competitive and responsive to evolving industry dynamics.