Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Post-Show Follow Up

Tradeshow Tips From Twitter

Every now and then I cruise through Twitter looking for a handful of marketing tips for tradeshow exhibitors. Let’s see if there’s anything there now!

First up, TSNN gives us some planning tips to engage virtual attendees.

Next, Lotus823 links to a SmartBrief post that offers thoughts on pre- and post-show planning.

Then, SourceGroup links to an article with 7 Tips to Hosting a Successful Virtual Networking Event.

Ljubica Maletković tweeted out a link to an article that helps you make the most of your tradeshow marketing budget.

Finally, Exhibit Options linked to a TSNN article on how to embrace the new normal for 2021.

Twitter can be a lot of things, but when it comes to finding useful information for your industry, it’s pretty good most of the time!

Follow me on Twitter.

How to Find a Whole Lot of Tradeshow Marketing Tips (Video)

With tradeshow marketing on the sidelines, now is as good a time as any to brush up on your tradeshow marketing skill and knowledge. And here’s a great place to find a whole lot of tradeshow marketing tips – all in one place, and all worth their weight in gold. Check out this short under-three-minute video:

Find all of these tips at TradeshowBuy.com!

Guest Appearance on Power Up For Profits Podcast

I’ve known Kathleen Gage of PowerUp for Profits for years and she recently asked me to be on her podcast. Like me, she posts both audio on her podcast page and video on her YouTube channel. Kathleen knows how to get to the center of what is helpful to listeners, and this time was no different:

If you’d like to click through to the post that is specific to this interview, click here. She has broken down the conversation into the topics we covered, including Foundation for Success, Follow Up, Make Your Booth Time Engaging, Pre-Show Marketing, Swag and more. We covered a lot of ground in a short conversation.

Visit Power Up For Profits here.

When Tradeshow Marketing Gets Overwhelming, Concentrate on Just a Few Things

Many people look to a yearly tradeshow as a single event, a one-time experience where everything is on the line. In a sense, it’s hard to argue against that viewpoint. So much is on the line. The booth rental space is expensive. It’s not cheap to get your exhibit there, or the travel costs for your booth staff.

And yes, there are a lot of moving parts. Making sure the new product samples are ready, appointments are set ahead of time, the booth staff is up to speed (or professionally trained), the lead generation and information-capture system is in place. And so on and so on.

It can get overwhelming. Which makes it easy to let a lot of things slip through the cracks. And when that happens, it’s easy to beat yourself up for not getting the results you wished for.

Let’s take another approach, especially if you’re a smaller company with limited resources and a limited number of people that can attend the show on behalf of the company.

Learn to do a few things very well!
Learn to do just a few things really, really well!

Let’s say you have as many as 14 things that are on your list, things that are important that they get done. But because you don’t have enough people to do all of them effectively, pick just a few, maybe two or three or four things and focus on those. Give a little attention to the remaining things but pick a few and make sure you do a bang-up job on them.

Maybe you choose to focus on one in-booth activity and the follow-up details on those interested in your products or services. Let everything else come in after that. Yes, spend a little time, but make sure you do those two main things as best as you can, every single time. If you focus on those two things, you can create an in-booth activity that succeeds more than you ever hoped for. And your attention to detail on the follow up, such as when/where/who/how/what will make sure that each and every post-show phone call or email or in-person follow up is exactly what the prospect expected. Wouldn’t that be something? Wouldn’t your booth staff like that? How about your sales staff?

And if you do more than one big show a year, carry that concentration on just a few things to each of the other smaller shows, and then measure your results. Once you have figured out how to do those few things with excellence, add another item or two, such as pre-show outreach or marketing or building a tradeshow-specific landing page or checking out the competition. Doesn’t matter.

Just don’t try to do it all at once, especially if your company doesn’t have the bandwidth. Focus on a few things and grow from there.

Top Ten All-Time Most Viewed TradeshowGuy Blog Posts

I got an email the other day from someone whose newsletter I had just subscribed to, and in the introduction email there was a link to the top 5 most read blog posts on her blog. That’s when an idea light lit up over my head and gave me an idea for a blog post (as a blogger, you’re always looking for ideas, right?).

Next thing you know I was pawing through my Google Analytics account to find out what were the most-viewed posts on this blog. These are the ones that floated to the top, for whatever reason. It’s all organic. I don’t advertise, but I do share links now and then on Twitter, Facebook and LinkedIn. On occasion there might be a link here from Pinterest. Or another blog.

This blog is aging. It’s over ten years old, having been launched in November, 2008. There are almost 1000 posts.

One more note: the analytics breakdown shows the front page as “most-viewed” and a couple of pages (not posts) showed up in the top ten as well, including the Contact Me page and the We Accept Blog Submissions page. But beyond that, here are the top ten blog posts since the beginning of the blog (in traditional countdown order):

Number Ten: The Ultimate Cheat Sheet for Exhibit RFPs. I created a one-page sheet on what should go into an Exhibit RFP (Request for Proposal), and posted it on Cheatography.com, a site for thousands of cheat sheets. Kind of fun. They regularly sent me emails telling me how many times it was downloaded (500! 1000! 1500!). Not sure how accurate that is, but obviously it’s been seen by a lot of people. From September 2017.

Number Nine: Breaking the Ice: How to Attract Tradeshow Visitors. I referenced a number of techniques taught by tradeshow colleague Andy Saks for this article, which appeared in December 2015.

Number Eight: 23 Pre-Show Marketing Tactics, Promotions and Ideas. A laundry list that was posted in October 2009 when the blog was not even a year old.

Number Seven: How to Build a Tradeshow-Specific Landing Page. Inspired by Portland’s Digimarc, it’s a look at the steps you can use to put together an online site specifically to interact with potential tradeshow booth visitors. From December 2017.

Number Six: Write More Orders at Tradeshows by Replacing Paper With Digital Technology. One of two guest posts on the Top Ten list, this is from Sarah Leung of Handshake. April 2015.

Number Five: Tradeshow Debriefing Questions. Another oldie but goodie, this post from September 2009 guides you through the after-show info-gathering process.

Number Four: Virtual Reality for Tradeshows. You’ve seen them at shows: people wearing VR goggles. Is it worth it? A brief exploration, from June 2016.

Number Three: Exhibit vs. Booth vs. Stand. They’re called different things in different parts of the world, so I took a whack at trying to explain it. Just last summer in July 2018.

Number Two: 10 Skills Every Tradeshow Staffer Should Have. Margaret Coleback of Vantage Advertising LLC dashed of a great list for staffers, which appeared in January 2015.

Aaaaand, at Number ONE: SWOT Analysis for Tradeshows. It still surprises me that this post gets a whopping 3.95% of all of the traffic on the site. At the time I wrote it I had been spending a fair amount of time with a friend who was going through school to get his degree in marketing, and one thing that we discussed in depth was the SWOT Analysis. S=Strengths; W=Weaknesses; O=Opportunities; T=Threats. It’s a great exercise to work through in regards to your tradeshow marketing appearances. Check it out. It’s from February 2015.

Got any favorites?


Keep the Tradeshow Alive with a Post-Show Webinar

The tradeshow’s over. It was a success! You made a lot of contacts that you’re ready to follow up with, and hopefully that will lead to new clients down the road.

Then you realize that out of the thousands of show attendees, only a small percentage of them actually stopped by your booth, or if they did, they didn’t spend as much time as they might have liked because, well, the other few thousand exhibitors.

Bring them a post-show webinar to show them what they missed.

I’ve detailed the idea of using a pre-show webinar to outline the various products and people that would be in your booth as a means of engaging and inviting people to stop by.

But what about post-show? Hopefully, you have a lot of photos and video from the show. And of course, lots of information about how your new products were received by your booth visitors. While the photos and video aren’t critical, they might come in handy. And as far as information, one place to start might be to address some of the questions that came up about your products at the show.

Assemble all of those into a webinar and promote that to your email list, and throughout your social media channels.

This just happened to me. The NAB Show ended almost two months ago, and today I got an email from one of the exhibitors that invited me to one of two webinar sessions this week. The objective of the webinar? To give attendees a chance to go over the details of the new software products they launched at the show. Brilliant. And why not?

Hosting a post-show webinar is an effective way to do three things:

  1. Remind attendees about your appearance at the show. It puts your company back to a ‘top-of-mind’ position if only for a moment.
  2. Reminds attendees that you launched new products.
  3. Gives them an opportunity to take a more relaxed look at the product, and if the webinar is designed properly, gives them a chance to ask questions.

Again, to my mind it’s a brilliant concept.

You should give it a try!

6 Ways to Increase Your Tradeshow ROI

Calculating your tradeshow ROI is pretty straightforward. Know how much you spent to do the show. Know how much you made off the show. Do the math.

There are any number of ways to increase the ROI, but it mainly comes down to controlling the main two numbers as much as you can: how much you spend and how much you make.

Whole books have been written about how to put on a great tradeshow exhibit, train your booth staff, use social media to beckon attendees and more. But for the purposes of this article let’s focus on keeping your costs down.

Let’s start with booking your space. By booking early, show organizers will give you a discount. So book early. Book the booth space. Book the electricity, rental carpet, internet, cleaning, whatever. Several months before the event, check the show website and put critical dates in to your calendar. By knowing when the various services are to be booked to get the early discount, you can save a substantial amount of dough.

Bring your own. Exhibiting pros know that when you’re onsite, some of the most expensive things are the cheap things that you should have in your tradeshow survival kit. Extension cords, scissors, felt pens, business cards, phone chargers, extra cables, and so on.

Plan to ship to the advance warehouse. While this is generally a money-saving exercise, it’s not always the case so you may have to do the math. But by shipping to the advance warehouse you’ll often get discounted rates.

Ship only what you need. Here’s where you may have to work with your exhibit house. Many exhibits these days are designed and built to be reconfigured into more than one size. But to make it effective, make sure you ship only what’s going to be set up at the specific show. Your warehouse can help coordinate the proper items. Nothing is more frustrating than setting up at a show knowing that there’s an extra crate that got shipped and you won’t be using what’s inside. Another note on shipping: be scrupulous about how to use the space in your crates. Many times a client will ask us to build some extra compartments into custom-jigged crates so they can ship extra products or samples.

Get rid of items in storage you no longer use. Yes, it may be great to think that you’ll reuse that exhibit from 2011 someday. But probably not. No reason to pay for storage for something that you’ll never use again.

Print only the graphics you need. Tradeshow graphics have a short life. If they last more than one show, it’s because they’re generic or the marketing team is lazy. Or maybe there’s nothing new to promote. In any event, you can save money on graphics a number of ways. Plan on having some of your exhibit graphics designed to be reused for at least a few shows. To save more money, have banner stands or other graphics produced at the show’s city to save shipping costs.


Beyond The Tradeshow: 7 Cool Ideas For Post-Event Content

This is a guest post by Kayleigh Alexander from Micro Startups.

So you’ve had a successful tradeshow, meeting lots of new potential customers and contacts and generated awareness and sales for your product or service.

But the work doesn’t stop there. The post-event period is crucial for capitalizing on your tradeshow success and promoting your next event.

Read on for five cool ideas for great post-event content that will grow your business and ramp up attendance for your next tradeshow.

Collate attendee quotes for some quick content

One great idea for some stellar post-event content is a review piece by your attendees. During your tradeshow, you were probably laden down with business cards, coffee plans, LinkedIn requests, and Twitter follows.

Consequently, you’ve got a huge bank of people to source post-event reviews from. Reach out to your new contacts with a personalized message and ask them how they found your event, what they took away, what the most memorable point was, and so on.

Compile all these quotes into a single piece, crediting your attendee and linking out to their LinkedIn page or website. It’s quick content that serves as the perfect marketing piece for your next tradeshow.

Reach out to industry figures for their thoughts

As well as reaching out to your contacts and attendees, why not reach out to notable industry figures for a post-event review too? These influencers are respected in their field, and can provide insightful opinions on your tradeshow.

When you contact these influencers, bear in mind that they probably receive a lot of contact from their peers. Keep it professional and to-the-point.

If they’re happy to provide a quote, do the same as you did with your attendees and ask for their insights, favorite exhibit, and any actionable takeaways they can provide. Again, this makes for some valuable post-event content that’s easy to collate.

The key here is immediacy. Don’t wait a week after the event to make this content — the sooner after the event, the better.

Offer your own post-event takeaways

Beyond reaching out to your attendees and industry influencers for their thoughts, just as valuable are your own opinions. Break down your tradeshow and describe how the day went, who attended, and what attendees were able to take away.

A post-event review from your own perspective keeps your tradeshow in the mind of your attendees. Invite comments from those who attended your event and encourage them to respond with their own thanks and thoughts.

And as well as providing some useful post-event content, this also helps those who weren’t able to attend your tradeshow see what they missed.

Check out search trend data to create targeted content

After your tradeshow, the chances are that your attendees have a lot of questions. While many of them were asked during the event, plenty of attendees will turn to Google afterwards for more information.

This gives you the perfect opportunity to create content that addresses these questions, directing people to your blog after your tradeshow to drive up engagement. Use search data trends to spot what your attendees and customers are searching for online after your tradeshow.

For example, you might spot spikes in certain search terms related to a new product you demonstrated. Create content that goes into greater detail about this, and share it across your marketing channels. This addresses your attendees’ questions and keeps them engaged with your business.

Cascade tradeshow video across your marketing channels

Video is a powerful content format that’s popular with your audience and great for post-event marketing. It’s cheap to source and with the proliferation of free online video editors, it’s easy to create a slick video piece too.

Hopefully, you will have recorded plenty of video during your tradeshow. Interviews with attendees, product demos, meet and greets, talks and Q&As — these all make for strong post-event content that you can

If you used Instagram to promote your event on the day, it’s still possible to download it and reuse it across your website and email channels. Use the Repost For Instagram app to download the original clip from your social feed and cascade across the rest of your post-event marketing.

Invite interaction with a pop quiz

One piece of post-event content that is guaranteed to delight your audience is a quiz. Quizzes are fun, engaging, and great for creating discussion after an event.

Use a free quiz maker to create a quick test of your attendees’ knowledge. Write questions that reveal more about your business, product, or service. For example: “how many states did we expand into in 2018?” or “what was the number one reason why customers used this product last year?” — it’s up to you.

This doesn’t need to be particularly demanding — the emphasis here is on fun rather than competition. You could even turn this into a lead generation exercise, offering people the chance to win if they provide their email address when they complete the quiz.

The period immediately after your tradeshow is ripe for boosting your business and marketing your next event. Use the ideas above to create a great post-tradeshow content strategy that will keep you going for time to come.


MicroStartups helps aspiring entrepreneurs achieve their dreams, however big or small. We love sharing the microbusiness message around the world.

A Single Big Tradeshow is Still a Year-Round Event

I’m guilty of sometimes thinking that once a tradeshow is over for the year, it’s over. For a long time. Until next year! But that’s not really the case, no matter how much I’d like to be done!

As a tradeshow manager, or someone who attends or exhibits at tradeshows on a regular basis, it’s easy to compartmentalize each show:

“Got another show in two months, but it’s a small regional one. I can wait another couple of weeks to make sure I get it all together in time.”

“Well, that big expo is done! Don’t have to worry about that for another year! Or maybe ten months if I’m lucky.”

But now that the show is over, it’s a good time to start planning – or at least thinking about – the next time you’ll exhibit at the show. Look at your preparation time from how much of a splash you want to make, how much “new” stuff you’ll implement in your exhibit, and of course, budget. Budget drives everything. Almost.

If the biggest show of the year just ended, and you’re back in the office, you have another 11.5 months before you pack up and head to the airport again (and that doesn’t take into account another half-dozen smaller shows that may keep you on the road).

What now?

Relax for a Few Moments

Give yourself time to breath. There’s still follow-up and record-keeping to be done from the last show. File and share data such as photos, visitor comments, leads, etc. with the proper people. Go over the metrics you collected, identify important information that will help you make decisions for next year’s show. Whatever you chose to document, make sure it’s archived and available for your team to review, digest and understand. As they say, if you didn’t write it down or document it, it didn’t happen.

What’s New Next Year?

But before too much time passes, look at the show from a new angle: if you’re going to do something new, exciting and impactful (and why wouldn’t you?), you need time to brainstorm, plan, research, talk with partners such as exhibit houses, tech and AV vendors and more.

Most of your time will go into planning and design. Once the plan is set, the implementation starts. Depending on your plan, that could mean working with a designer or exhibit house to create a new exhibit from scratch, or it could mean adding some unique element to your current booth (like we did with our client Bob’s Red Mill when they wanted a 42” touchscreen with several videos that visitors can pull up with a touch of a finger).


Bob’s Red Mill’s exhibit alcove featuring 42″ touch screen with directional speakers

During the planning phase, you might be addressing the launch of new products, new branding, redefining your objectives and goals, and identifying how you’ll communicate your messaging, capture new leads and so on. It’s a long process, and you should give it the time it deserves.

Many companies approach a new exhibit project as just that: a new exhibit and nothing more. Which means they don’t give all of the other items enough time and space. The exhibit is not a standalone item; it’s integral to everything else that your company is doing for the show. New products require proper display space, adequate space for graphics, and perhaps space to sample or demo them.

Social Media

If you have a social media marketing director, make sure you bring her into the mix during the process. They can pass along photos and videos from the recent show and use them to build interest in next year’s show. During the lead-up to next year’s show, focus on building interest in the event, building interest in your appearance at the event, and finally on building interest in the products or services you’ll debut or feature. Yes, this deserves a much longer discussion, but don’t let this element slip away. Make sure, as a tradeshow manager, that you’re involved in the discussions on how this will unfold.

Booth Staff Training

This subject could be the topic of a complete book (maybe I’ll make this my next book!), but suffice it to say at this point that, all other things being equal, a well-trained dynamite booth staff will perform head and shoulders above a staff that isn’t properly trained. Your staff should be outgoing without being pushy, engaging without being trite. Know what questions work and what don’t. Always have a smile. Don’t take rejection personally. If you haven’t trained your booth for a while, consider how good of an investment it can be.

Get Everyone On Board

Before undertaking a new large project, make sure you are communicating properly with all of the various entities: management, marketing team, sales team, production team, outside vendors and partners. They should all be aware of the project from the beginning and what their potential part in the dance might be. Communicate often and do it well. It’s hard to over-state the importance of your ability to communicate!

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Tradeshow Guy Blog by Tim Patterson

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