Trade ShowIt’s important to diversify your trade show marketing in order to attract as many leads as possible. Today, video posts have increased the reach of an audience by 12.05%, compared to links at 7.81% and photos at 11.63%.

You might wonder how and why to diversify your marketing plan. This article will take a look at how diversifying your plan can lead to more leads overall. Read on to explore more about this and make sure that you have a winning strategy today.

Why Diversify Your Trade Show Marketing Plan?

Since marketing and what converts can change over time, it’s important to diversify your marketing plans. First, it lessens your marketing risk because if one avenue fails then you have other marketing methods. Next, you can stay ahead of the competition because you can test out different marketing strategies and see what works. It’s also a great way to have an overall more complete marketing experience with more data. There’s also the fact that if you’re only using one marketing platform and something goes wrong then you’ll have to start all over. Take a look at how Facebook dealt with a large outage in 2019. Not only did Facebook experience the outage, but WhatsApp and Instagram did as well. Many businesses lost a profit during this time since they couldn’t reach out to potential customers through social media. If you have a diversified trade show marketing strategy, you’ll be less likely to experience such a large decrease in your profits.

Why Have a Trade Show Marketing Strategy?

A trade show booth is important to your business since it’ll allow you to be seen by your target audience. Brand awareness is about being seen by your audience as well. Once someone recognizes your brand, they’ll be more likely to remember you. If a potential customer sees you again by going to a trade show, you’re reinstating the belief that you’re a company that they can trust. One of the other numerous benefits of a trade show is that you’ll be able to see what the competition is doing. You can head to the other booths and see what different services and products that they have. This allows you to decide what you need to improve, change, and keep the same.

Generate Leads

One of the largest advantages of having a trade show marketing plan is to generate leads. You’ll be able to connect with potential customers and other companies in order to grow your business.

Using Digital Marketing

Whether your trade show is on or offline, use digital marketing in order to promote your upcoming trade show exhibit. Connect with different influencers in your industry in order to show your benefits to their audience. Since this is a common method for marketing, you’ll need to stand out. Encourage your exhibitors to post on social media about the upcoming event, and invite others to attend. You can then comment and like the posts that they have about the event.

Update Your Blog

Make sure to update your blog and have posts about the upcoming event. You can also create freebies on your page that people can sign up for and find out what they’ll learn at the trade show. If potential customers have questions make sure that you answer them in a timely manner.


Since trade shows are the most important part of the year, you’ll want to make sure that you’re in front of as many eyes as possible. It’s best to reach out to trade show marketers who have the experience and expertise to make sure that you’re in front of the right crowds. Remember that marketing during the event is just as important as before the event. Some trade show solutions can include ad designs, hand-to-hand delivery, table cards, daily trade show publications, and interview or industry articles.

Personalization Matters

In the digital age, you’re able to process and track data. This allows you to personalize your marketing messages that get sent out.

Embrace Change

It’s important to run different tests by having multiple avenues of marketing in order to see what works and what doesn’t. This will allow you to make the changes necessary as time goes on. Always re-evaluate your strategy after a certain period of time and decrease what’s not working.

Finding Trade Shows

You’ll want to find the right trade show that aligns with your business. Find trade shows that are in your industry in order to have a higher chance of seeing your target audience.

Follow up After the Event

Once the trade show ends, make sure that you follow up with your new leads. When a day or 2 passes, send each contact an email letting them know how it was nice meeting them. Make sure to include something you spoke about together as well. Personalization is more effective for a successful connection. If you have too many people to remember, it’s a good idea to take a notepad and write down notes after speaking with them.

Exploring Why You Need To Diversify Your Trade Show Marketing

Now that you’ve explored this guide on why you need to diversify your trade show marketing plan, you should be well on your way to coming up with a successful plan. Take your time and plan ahead for your next event.

Are you ready to take your trade show marketing to the next level? Stand out in order to experience your full potential at your next trade show event.

Contact us today. Let us help you stand out in both digital and print media. We’ve been helping businesses succeed since 2012!