1.
A SAVVY AND
SYSTEMATIC
APPROACH TO
TRADESHOW
MARKETING
PRESENTED BY TIM PATTERSON
@TRADESHOWGUY

2.
WHAT IS YOUR
MOST CHALLENGING
TRADESHOW
MARKETING
PROBLEM?

3.
The Big
Three

4.
Pre-Show Preparation
Show Execution
Post-Show Follow Up

5.
Pre-Show
Preparation
Determine show OBJECTIVES
Who defines your company objectives
Primary Objective
Secondary objective
What is your target market at this show?
Does this show meet those objectives?
Who are your main competitors at the
show?

6.
Pre-Show
Preparation
Company FOCUS of this PARTICULAR show?
New products
New services
Branding
Client Relations
SALES!

7.
Pre-Show
Preparation
Letting potential attendees know
E-mail
Direct mail
Social media
Telephone
Public relations outreach
Advertising
In-Person/Other

8.
Pre-Show
Preparation
TRADESHOW BOOTH
What size is it?
How old is it?
How often do you exhibit with the booth?
What’s the best thing about your booth?
…what’s the worst?
Does it truly represent your brand at a
glance?

9.
Pre-Show
Preparation
TRADESHOW BOOTH, Part 2
Do your graphics deliver the message
effectively?
Do you have any INTERACTIVITY in the
booth to draw visitors?
…electronics such as iPads, monitors,
etc.?

10.
Show Execution

11.
Show Execution
Booth Staff
Who are the best people for the show?
Are they trained?
Do you have enough people for the
show?
Do they know the company’s products
and SHOW OBJECTIVES?
Dress code: uniforms or shirts?

12.
Show Execution
Booth Staff, Part 2
Do you hire outside staffers just for the
show?
Are they properly trained?
Is a pre-show meeting planned?
End-of-day recap?

13.
Show Execution
Booth Staff, Part 3
Booth Staff TASKS
Staff schedule
Overseeing booth set-up and dismantle
Who’s counting visitors?
What are the most common questions
asked by booth visitors?

14.
Show Execution
Professional Presenters
Do you hire pros?
How do you demo your product?
If so, does it work well?
If not, would your product lend itself to a
professional presenter?

15.
Show Execution
LEAD GENERATION & TRACKING
Gather bare needed information for good
follow up
WHAT and WHEN is the follow up?
How do you qualify or disqualify
visitors?
How do you track leads?
Grading the leads: Cool, Warm, Hot

16.
Show Execution
SOCIAL MEDIA
Are you actively engaged during the
show?
Who: in-house, or outside agency?
What platforms are you on?

17.
Show Execution
SOCIAL MEDIA, Part 2
Content creation:
How adept are your staff at creating
and sharing valuable content?
Do you run contests on social media?
Do you save content for future use?

18.
Show Execution
SOCIAL MEDIA, Part 3
Measuring the metrics:
Likes, clicks, responses: engagement
How many: photos, videos, blog posts

19.
Post-Show Follow Up

20.
Post-Show
Follow Up
LEADS and SALES
Who follows up - and are they prepared?
How many leads do you have?
What is the result of the follow ups?
What percentage of all leads are
followed up?

21.
Post-Show
Follow Up
SOCIAL MEDIA
Posting more content
Testimonials
Demos
Spread it out over several months
Share links throughout the social media
world
Post-show wrap-up blog post

22.
Post-Show
Follow Up
PUBLIC RELATIONS and OTHER OUTREACH
Press releases
Personal outreach

23.
Post-Show
Follow Up
RECORD KEEPING
Track everything you can
Keep it handy
Share it with others in the company
Refer to it when you prepare for next
year’s show

24.
Q&A
WHAT IS YOUR MOST
CHALLENGING TRADESHOW
MARKETING PROBLEM?
PRESENTED BY TIM PATTERSON - @TRADESHOWGUY
SALEM, OREGON
SUBSCRIBE TO MY NEWSLETTER AT
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