From Demos to Deals: Stealing the Spotlight at Trade Shows
Megan Fasy, CEO
Trade shows aren’t just a showcase of the hottest innovations or trendy tech — they are critical opportunities to forge industry connections, learn about emerging trends, and drive brand awareness and revenue. But successful trade show communications don’t happen by chance. It requires a killer strategy, precise planning, sharp messaging and flawless execution.
2025 is Going to Be Different
With the evolution of AI and potential changes in regulation and tariffs, 2025 is poised to be a complex year for vendors and buyers alike. For marketers tasked with connecting the two, now is the time to re-evaluate your communications strategy. The “rinse-and-repeat” approach won’t cut it this year—not with the changing economic landscape, technological advancements, and increased competition. Here’s what you need to know about how trade shows can help your brand stand out and the strategies to achieve success.
Trade Show Potential by the Numbers
If you thought that in a post Covid world, the impact of trade shows would diminish significantly, think again. In some sectors, as much as 70% of technology buyers attend trade shows to shortlist their vendor or find new technology. According to the Trade Show Labs 2024 report, trade shows account for nearly 40% of B2B marketing budgets. With an average cost per lead around $112, there’s a lot riding on making these events work hard for your business. Among Fortune 500 companies, 14% reported a 5:1 return on investment (ROI) from their trade show exhibitions, meaning they earned $5 for every $1 spent. Whether you’re a seasoned professional or attending your first trade show, you need to maximize your ROI.
The triple threat: Mastering the three pillars of trade show communications
Trade shows bring together key players, innovators, and decision-makers under one roof, creating a unique opportunity to amplify your brand. But success isn’t just about attendance, it’s about strategy.
The three pillars of trade show success are brand exposure to help you stand out in a crowded marketplace, lead generation to capture and nurture touch points with potential partners and customers, and industry networking to form valuable relationships with peers, buyers, and industry leaders. Obviously, communication is key. But achieving these benefits requires more than just showing up. It requires detailed planning and strategic messaging to turn these events into ROI-generating experiences. You need a solid plan to follow these five strategies to elevate your trade show performance:
Unlock hidden opportunities: Uncover all the communications opportunities that a trade show offers.
Build a winning prep plan: Develop an engagement timeline for optimal show preparation.
Sharpen your message: Define and communicate your messaging effectively.
Master media outreach: Learn how to approach press and analysts—and why these connections are critical for your brand.
Maximize your ROI: Walk away with strategies to fully capitalize on every aspect of your trade show investment.
Lights, camera, communications!
The size and scope of the trade show dictate your timeline. Large shows require key decisions, like submitting speaking proposals or awards entries, months in advance. Smaller shows may have shorter timelines. Regardless, timing is critical. Don’t wait until two weeks before the event to send your first wave of communications — start early and plan wisely to maximize engagement.
Want to learn more? Our free webinar is your backstage pass to everything you need to make your trade show communications a hit. Expect to walk away with clear ideas on how to best amplify your brand and make a lasting impression. Register here.
