Run targeted ads during and after the event to retarget attendees and non-attendees. Use geotargeting and event-based retargeting on platforms like LinkedIn and Google Ads to reach those who visited the trade show but didn’t connect with you. We did this for a SaaS client, layering in remarketing ads that ran for weeks after the event, and saw a 40% uplift in demo signups from attendees who engaged with those ads. It’s a subtle but powerful way to extend your presence long after the event ends.
Get influencers and industry thought leaders involved in your trade show marketing and you’ll reach a wider audience and more credibility. Before the show, identify key influencers in your industry and reach out to them to share your plans for the show, offer them exclusive previews or invite them to visit your booth. Influencers can amplify your message by sharing your content with their followers and get you in front of a bigger audience. During the show, work with these influencers for live coverage, interviews or social media takeovers. Having an industry thought leader endorse or engage with your brand during the show will draw their followers to your booth or online platforms beyond the event attendees. You can also invite influencers to participate in panel discussions or Q&A sessions where their involvement will get more attention to your brand. After the show, keep the relationship going by sharing content that showcases their involvement or quotes from their sessions at the show. This will not only keep the connection alive but also the momentum as their followers continue to engage with the content. By involving influencers in your trade show marketing you can reach far beyond the show itself.
Hi, I’m Emelie Linheden, VP of Marketing at Younium. Expanding trade show marketing tactics to reach a wider audience involves integrating digital strategies with traditional event marketing. Here are a few effective ways to do this: 1. Build a dedicated landing page Create a dedicated landing page for your trade show presence, featuring details about the event, special offers, speaker sessions, and registration forms. Promote this landing page via your website, email newsletters, and social media channels. This will help capture leads before, during, and after the event and make it easy for interested prospects to find all the event information in one place. 2. Offer exclusive digital content Develop exclusive digital content, such as whitepapers, webinars, or case studies related to the trade show, and promote it to both in-person and virtual attendees. Incentivize attendees to share their contact details in exchange for this valuable content, expanding your reach to those who couldn’t attend the event. 3. Use Geofencing ads Set up geofencing ads around the trade show venue. These ads can target individuals attending the event but haven’t visited your booth yet. By serving them targeted ads, you can encourage them to stop by, maximizing your audience reach during the event. Cheers, Emelie
I have focused a lot of my efforts on engaging audiences through social media and in-person at trade shows. For example, at a recent show my team live-tweeted and shared photos and videos on LinkedIn which generated excitement and new followers. We asked happy customers to provide video testimonials on the spot, capturing authentic reactions which we then shared across social media. Following up after events, I analyze which new relationships and leads showed the most interest based on social media engagement and in-person conversations. We focus our efforts on developing those opportunities further through personalized outreach. For example, after one show we saw a local non-profit engaging heavily with our posts. I reached out to their team and we ended up collaborating on a custom product fundraiser. To reach wider audiences, I always recommend focusing on your social media presence during and after shows. Build real connections with people in person, then stay top of mind by engaging with them online. Follow up and keep the conversation going. The key is using a mix of in-person networking and digital marketing to expand your reach beyond just those walking the show floor. With the right social strategy, trade shows can fuel new opportunities and business growth.
Just because a trade show happens in person, doesn't mean your reach has to be limited by geography. Live streaming talks so they can be viewed anywhere is one way to do this. Asking questions ahead of the event to increase engagement, reach and interest, and then answer those questions live at the event is another tactic. You can also feedback those answers, additional questions and comments you receive to your online audience after the event to increase reach and keep the conversation going.
I'm pumped about creating a gamified SEO service marketplace at our trade show booth. We can set up interactive stations where visitors can play fun games that teach them about SEO while showcasing our services. Players can earn points and compete for prizes, creating a buzz around our booth. This approach makes learning about SEO fun and memorable, helping us stand out in a crowded trade show floor. It's a creative way to educate potential customers about our offerings and I'm confident it will lead to more engaging conversations and ultimately, more sales.
As I'm preparing Japanese companies to attract global attention at EXPO 2025 (World Expo) here in Japan, my simple answer for an ace trade show "tactic" is – localize. Creating good English materials in native-level text and with suitable formatting is a no-brainer for smart non-native-English or non-Western companies working globally. My clients use me to translate, format, and fully localize the English to a certain region, or to glocalize it in a clear tone and universal presentation for world readers. In reverse, far too many Western companies think that English is all they need. They overlook the power of localizing from English to target languages. Such companies should work with their local staff and professional translators/localizers/writers to ensure they accurately convey their language. They should also work with design talent to ensure the right fonts and layout suit local styles. For bigger companies and budgets, that's not a problem, but it's also quite doable for SMEs and small businesses. They can outsource this to agencies and have their local staff or trusted local connections double-check it to be sure the work is authentic and accurately conveys their intent. Even if it's imperfect, it will go straight to the reader's brain and heart because it's in their own language. It's especially true here in Japan and, apart from English-speaking countries like Singapore and the Philippines, it will give you a big advantage. -- Dr. Adam Goulston, PsyD, MBA, is a US-born, Japan-based global content marketer and copywriter. His company MacroLingo (https://macrolingo.com) helps global businesses and organizations communicate their innovations and value on a level playing field.
Leveraging technology to expand lead generation tactics is one way trade show marketers can reach a wider audience. By providing people with useful and entertaining content in exchange for contact information, digital lead magnets can help organizations collect data, kick off interactions with new prospective customers, and guide them into the sales funnel. Digital lead magnets such as trade show white papers and exclusive interviews with experts can boost your brand’s authority, while pre-show webinars and electronic raffles stoke interest by offering appealing incentives. The buzz they create can also increase awareness of your organization and attract a larger audience to your booth. Additionally, these lead magnets allow you to engage with a wider range of prospects across various demographics, industries, and locations, including those who cannot attend the trade show in person.
Senior, Marketing & Trade Show Manager at Ohio School Boards Associaton
Answered a year ago
I reach a wider vendor audience by using multiple platforms. Personalized email campaigns help build relationships, while exhibiting at other events increases visibility and attracts new prospects. Referrals are always valuable, and tools like Feathr expand my reach through targeted digital marketing.
Leverage hyper-targeted social media ads based on event-specific hashtags and geotargeting. While you’re at the event, run ads targeting people in the same city or following the show’s hashtag online. By narrowing down your audience to those who are already curious about the event, you can capture leads who might have never walked by your booth. This tactic has helped us increase qualified lead generation by 25% for clients attending major trade shows. It’s all about meeting your audience where they are—even if they’re online, following the event from afar.
As the founder of an digital marketing agency, I've had success using live streaming and social sharing to expand trade show reach. At a recent marketing conference, my team live-streamed keynotes and demos, generating 50k views and 5k newsletter subscribers. Post-event, we turned the content into a 4-part webinar series. Nearly 3k people registered and 40% became prospects. Focus on audience experience before, during and after the show. Provide real value through live video and social sharing. Build connections, then nurture them through social and content. Measure key metrics to optimize your next event. The visibility and relationships gained will drive business for years. For example, at a recent tech trade show, we live-streamed product demos and thought leader panels. The live streams were viewed 50k times and drove 5k new email subscribers.
To expand trade show marketing tactics and reach a wider audience, consider integrating digital strategies like live streaming and social media engagement. At Innovate, we started live streaming our trade show presentations and product demos on platforms like Facebook and LinkedIn. This allowed us to connect with people who couldn’t attend in person. We also created a hashtag for the event and encouraged attendees and remote viewers to use it when sharing their experiences. This generated online buzz and extended our reach beyond the physical venue. Additionally, we followed up with email campaigns featuring highlights and exclusive offers for both attendees and those who engaged online. By combining in-person efforts with digital outreach, we successfully expanded our audience and maximised our trade show impact.
I've successfully leveraged digital channels alongside physical presence to expand trade show marketing tactics and reach a wider audience. We created a virtual booth experience for a recent tech client that mirrored their physical trade show setup. We live-streamed product demonstrations and panel discussions, allowing remote attendees to engage in real time. We also used targeted social media ads to promote these virtual experiences to relevant industry professionals who couldn't attend in person. This hybrid approach increased our reach by 143% compared to previous years' physical-only events. Additionally, we created shareable content from the trade show, such as infographics and short video clips, which extended the event's impact well beyond its actual duration.
At PlayAbly.AI, we’ve redefined trade show marketing by blending innovation with interaction. Imagine transforming our booth into an interactive game zone where visitors earn points by engaging with our products. This approach not only attracted 40% more foot traffic but also turned passersby into active participants. We also used real-time data to tailor our follow-up strategies, increasing our post-show conversions by 25%. By making the experience memorable and engaging, we’ve seen impressive results and created lasting impressions.
At The Stock Dork, we’ve discovered that leveraging digital extensions of traditional trade shows can significantly broaden our reach. Recently, we initiated a live tweet session during a major financial trade show, engaging participants both on-site and online. This approach not only amplified our presence but also increased our follower base by 30% compared to previous events. Additionally, hosting post-event webinars helped us maintain momentum, converting 15% of webinar attendees into newsletter subscribers. These tactics ensure that every trade show is not just an event, but a pivotal part of our ongoing dialogue with investors, making our educational mission more impactful.
To reach a broader audience, digital integration is key. When we couldn’t attend physical trade shows for Jacksonville Maids, we started live streaming short “how-to” cleaning tips on social media during the events. This not only engaged our local audience but also reached people who were interested in home care but couldn't attend in person. Creating interactive webinars and post-show content, like detailed cleaning guides, allowed us to capture leads who weren’t there physically. By blending online and offline engagement, we expanded our reach by about 15%.
To expand trade show marketing reach, use social media to create pre-event buzz and live-stream key moments. Additionally, offer virtual booth experiences for remote attendees. Collaborate with influencers to amplify your presence and engage a broader audience. Post-event, repurpose content across various platforms to extend impact. Use interactive elements like polls or Q&A sessions to boost engagement and gather valuable audience insights.
Trade shows are great for in-person connections, but they tend to be a little more limiting in their reach. One thing that worked for us was expounding on trade show efforts by adding live-streaming and social media. We set up a booth at a trade show and, instead of simply talking with attendees in person, streamed product demos and Q&A live. We even created an online contest for those tuning in, keeping them engaged with the show even though they weren't physically at the show. In that vein, we reached our core audience at the show and a wider, global audience who could still be part of the experience. Then, of course, there was the added value from the content we had created at the trade show. We recorded footage, testimonials, and behind-the-scenes moments that we reused for weeks thereafter in multiple media. In this way, one event is elongated to an even larger audience, extending exposure and building brand awareness long after the trade show is gone.
Expanding our trade show marketing at Rowlen Boiler Services has been an exciting challenge! We’ve turned our booth into an interactive space, showcasing our latest energy-efficient installations through live demos and engaging simulations. For instance, we set up a heat pump demonstration that drew crowds and sparked conversations. This approach boosted our leads by 40% and enhanced our visibility in the industry. By transforming our booth into an experience rather than just a display, we’ve connected with a broader audience and made a memorable impact.
My name is Liudas Kanapienis, CEO and co-founder of Ondato. Allow me to share some marketing tactics that leverage both digital channels and post-event engagement strategies. 1. Leverage social media and live streaming: Use platforms like LinkedIn, Twitter, and Instagram to promote your presence at the trade show before, during, and after the event. Live streaming your booth activities, product demos, or speaker sessions can attract online audiences who can't attend in person, creating real-time engagement with a global audience. 2. Document and share event content: Develop content around your trade show participation, such as blog posts, videos, and podcasts. For example, sharing insights from the event and interviews with industry leaders. Posting this content on your website, social media, and email newsletters helps reach a broader audience and drives traffic to your digital channels. 3. Create interactive online experiences: Virtual tours of your trade show booth or hosting an online event that mirrors your trade show presence can do wonders. This allows you to engage with those who couldn't attend physically, ensuring your reach extends beyond the event itself. Cheers, Liudas