Tradeshow marketing ideas

Hi, we sell digital media products (video, audio, etc.) and will be exhibiting at the National Association of Broadcasters for the first time this year. We are a small company with a tight tradeshow budget and looking for ideas on how to market ourselves to booth visitors. I think giving away something like a USB dongle or even DVD with our product on it will likely be out of the budget and I am not sure if that's even a good idea since the customer would theoretically not even visit our website. So, welcoming any thoughts on something creative and interesting we can do that won't break the bank?


Check out my answer to a similar question:

I am a business owner and have extensive personal experience at tradeshows. Let's set up a call if you'd like to discuss specifics that might make sense for you and your budget.

Answered 9 years ago

Hi there. This is a really great question. I have two questions for you. First, what is the number one goal you are trying to accomplish by attending this trade show? Is it brand awareness, collecting leads, conducting on-site sales, etc? Second, what metrics for success have you developed for this event?

Marketing budget allocation for trade shows should be goal-based in my opinion.

The first thing that comes to my mind is to use your products to market your products. You mentioned that your organization sells video, audio, etc. You could create a digital brochure and/or an electronic press kit that you can display on your screens (sorry, I don't know which products you have, specifically). You can also email these to leads, clients, etc.

Depending on your audience, you could potentially do something relaxing or entertaining. I use to work in the software industry, and people would flock to booths where they could play Guitar Hero, etc. There are also plenty of promotional items you could offer that are inexpensive for you, yet loved by attendees.

I'd love to help you brainstorm and come up with an awesome trade show marketing plan. Best of luck!


Answered 9 years ago

Increasing your effectiveness at a trade show has very little to do with spending more and everything to do with what you and your team actually do while you are in your booth. In my experience, 90% of exhibitors mill around the booth passing out tchotchkes and chewing the fat with whoever stops by their booth.

Next, they lament over how ineffective the show was and wonder if they passed out more expensive items or bought a new booth or threw more parties their results would improve. So, they do this and experience the same results year after year until they come to the conclusion the "trade shows don't work"

The KEY to making it work is having a structured approach to interactions with attendees. Do this right and you will generate more leads that you ever thought possible. I'm talking a 5-10x increase.

I've written a book on this subject and you may have a copy if you email me at

The main point of the model are four steps that I call the "Four Core Arts of the Trade Show Samurai". They are:

1. The Art of Engagement: how you use eye contact and body positioning to get people into your booth to talk.

2. The Art of Intrigue: how you use rehearsed sales messages to get the attendees interest.

3. The Art of Inquiry: how you ask the right questions so you can understand the potential value of the lead. (You will capture this information on a Lead Card (, the single MOST IMPORTANT tool you can have at a show.

4. The Art of Disengagement: how to end the conversation gracefully so you can move to the next person.

Using these steps you will capture hundreds of leads at your next show.

I would be happy to explain these to you or you can read the book I'll send you or you can take a look at


Answered 9 years ago

A trade show is an event that brings people in a specific industry together to discuss, demonstrate, and display the latest available products their company has to offer. Attendees of trade shows, also known as trade fairs and expos, vary depending on the rules of the trade show in question. Exhibiting at a trade show can have major positive benefits for your company. One of the more unique event types, trade shows will allow you to showcase new products and demonstrate them in-person to your target market. Lastly, exhibiting at a trade show will help you and your team network with major players in your industry. Now that we know what trade shows are and why exhibiting at them is worthwhile, let us discuss how to make your booth stand out from the hundreds of other companies attending the event as well.
You can read more here:
Besides if you do have any questions give me a call:

Answered 3 years ago

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