Purple Trade Show Guide - Marketing Strategy

How to Attract More Visitors Before, During, and After the Show

One of the biggest trade show myths is that success begins when the exhibit hall opens.
It doesn't.

The most successful exhibitors start generating excitement weeks—or even months—before the event.

Think about it this way:
Would you rather hope attendees find your booth?
Or have them actively looking for you before they even arrive?

The companies that consistently generate the best trade show results understand that exhibiting is only part of the equation.

Marketing matters.
A lot.

The best booths combine great design with a smart marketing strategy that starts long before setup day and continues long after move-out.

Let's explore how to maximize your trade show marketing efforts before, during, and after the event.

Why Trade Show Marketing Matters

Every trade show has hundreds—or sometimes thousands—of exhibitors competing for attention.

Simply showing up isn't enough.

A strategic marketing plan helps you:

• Increase booth traffic
• Schedule more meetings
• Generate better leads
• Launch products effectively
• Strengthen customer relationships
• Improve trade show ROI

The goal is simple:
Create multiple opportunities for attendees to discover, remember, and engage with your brand.

Pre-Show Marketing

Building Momentum Before the Event

The best time to start promoting your trade show presence is before the show begins.

By the time attendees walk through the doors, they should already know you're exhibiting.

Create a Trade Show Landing Page

One of the most effective pre-show marketing tools is a dedicated landing page.

Your landing page should include:

Show Information

Event name, dates, and location.

Booth Number

Make it easy for attendees to find you.

Featured Products

Highlight what visitors can expect to see.

Meeting Scheduler

Allow attendees to book appointments before the event.

Call to Action

Give visitors a reason to stop by.

Examples:

• Schedule a demo
• Meet the team
• See a product launch
• Receive a giveaway

A dedicated landing page also provides SEO value and supports email campaigns.

Email Marketing Campaigns

Email remains one of the most effective trade show marketing tools available.

Create a sequence that begins several weeks before the event.

Email #1: We're Exhibiting

Announce your participation.

Include:

• Event details
• Booth number
• Key attractions

Email #2: Product Spotlight

Highlight products, services, or demonstrations.

Email #3: Schedule a Meeting

Encourage prospects and customers to reserve time in advance.

Email #4: See You at the Show

Final reminder before the event.

The goal is to create familiarity before attendees arrive.

Leverage LinkedIn

For B2B trade shows, LinkedIn can be incredibly powerful.

Before the show:

Announce Your Participation

Share updates regularly.

Connect With Attendees

Reach out to prospects and customers who will be attending.

Promote Product Launches

Build anticipation before the event.

Share Booth Renderings

Give followers a preview of what they'll see.

Consistent activity helps keep your company top-of-mind.

Use Social Media Strategically

Social media should support—not replace—your trade show strategy.

Focus on:

• Product teasers
• Team introductions
• Setup progress
• Event countdowns
• Demonstration announcements

Remember:
People enjoy seeing the behind-the-scenes process.

Invite Existing Customers

Trade shows aren't only about finding new customers.

They're also an opportunity to strengthen existing relationships.

Reach out to:

• Current customers
• Former customers
• Strategic partners
• Industry contacts

Invite them to stop by.

Many of the most valuable conversations happen with people you already know.

Schedule Meetings Before the Show

One of the biggest mistakes exhibitors make is waiting for traffic to appear.

Instead, create traffic.

Schedule meetings before the show opens.

A calendar filled with appointments often produces far stronger results than relying solely on walk-up traffic.

During-Show Marketing

Maximizing Visibility While the Event Is Live

Once the show begins, your marketing efforts should continue.

Post Live Content

Share:

• Booth photos
• Product demonstrations
• Team updates
• Event highlights
• Customer visits

Real-time content creates excitement and increases visibility.

Use Event Hashtags

Many trade shows have official hashtags.

Using them helps attendees discover your content.

Examples include:

• #CES
• #KBIS
• #IMTS
• #RSNA

Always research the official event hashtags beforehand.

Create Video Content

Video consistently generates higher engagement than static content.

Ideas include:

• Booth Tours
• Product Demonstrations
• Customer Interviews
• Team Updates
• Event Highlights

Even short videos can dramatically increase reach.

Encourage Social Sharing

Make your booth shareable.

Consider:

• Photo Opportunities
• Interactive Displays
• Product Demonstrations
• Unique Architectural Features

The easier it is to share, the more people will.

Capture Content Throughout the Event

Many exhibitors regret not taking enough photos and videos.

Document:

• Booth activity
• Demonstrations
• Meetings
• Team moments
• Product launches

These assets remain valuable long after the show ends.

Promote Demonstration Schedules

If you're conducting demonstrations, make sure attendees know when they're happening.

Promote:

• Demonstration times
• Product launches
• Special presentations

The more visibility you create, the more attendance you'll generate.

Post-Show Marketing

Where Most Exhibitors Drop the Ball

The trade show may be over.
But the marketing is not.

In fact, some of the most important work begins after the event ends.

Follow Up Quickly

Speed matters.

The longer you wait, the colder opportunities become.

Aim to follow up within:
24–72 Hours

Personalized communication always performs better than generic messaging.

Segment Your Leads

Not every lead deserves the same follow-up.

Create categories:

Hot Leads

Immediate opportunities.

Warm Leads

Potential opportunities requiring nurturing.

Long-Term Prospects

Future opportunities.

Proper segmentation improves efficiency and conversion rates.

Connect on LinkedIn

Trade shows provide an excellent reason to expand your professional network.

Send personalized connection requests while the interaction is still fresh.

Share Event Recaps

Create content that extends the value of the event.

Examples include:

• Event Highlights
• Product Launches
• Team Photos
• Customer Success Stories
• Behind-the-Scenes Content

This helps keep the momentum going.

Nurture Leads Over Time

Not every prospect is ready to buy immediately.

Create ongoing touchpoints through:

• Email campaigns
• LinkedIn engagement
• Educational content
• Product updates

The relationship doesn't end when the event does.

Measuring Marketing Success

Evaluate metrics such as:

• Landing Page Traffic
• Email Open Rates
• Meeting Requests
• Social Media Engagement
• Lead Volume
• Qualified Leads
• Pipeline Value
• Revenue Generated

Tracking these metrics helps improve future campaigns.

Common Trade Show Marketing Mistakes

Avoid these common errors:

Waiting Until the Last Minute

Marketing should begin weeks before the show.

Relying Only on Booth Traffic

Create opportunities before attendees arrive.

Ignoring Existing Customers

Current relationships often generate significant value.

Failing to Capture Content

You only get one chance to document the event.

Delayed Follow-Up

Fast follow-up consistently outperforms slow follow-up.

The Purple Exhibits Approach to Trade Show Marketing

At Purple Exhibits, we believe successful exhibits start long before move-in day.

A beautiful booth is important.

But a beautiful booth without marketing support limits its potential.

The strongest exhibitors combine:

• Smart design
• Strong branding
• Effective marketing
• Great staffing
• Consistent follow-up

When these elements work together, trade show performance improves dramatically.

Final Thoughts

Trade show marketing isn't a single activity.

It's a process.

It starts before the event.
Continues throughout the show.
And extends well beyond move-out day.

The companies that generate the best results understand that every email, social media post, meeting invitation, demonstration, and follow-up contributes to the overall success of the event.

Because the goal isn't simply getting people to visit your booth. The goal is creating opportunities that grow your business.

And that's where great trade show marketing makes all the difference. 💜

What's Next?

Now that we've covered trade show marketing strategy, it's time to answer another critical question:
How do you choose the right trade show in the first place?

In the next section, we'll explore how to evaluate trade shows, compare opportunities, avoid costly mistakes, and determine which events deserve your investment.