How to Maximize Your Trade Show Impact.

For so many B2B brands, preparing for a big trade show is overwhelming. You’ve secured the space, but now what?

How do you stand out in a crowded exhibit hall? Will your presence be?memorable, professional, and impossible to ignore—or just another forgettable booth in the background?

Trade shows can be a major opportunity, but without the right strategy and planning, they can also be a costly missed opportunity.?

For 15+ years, I’ve helped B2B brands turn trade show investments into real results—from pre-show marketing to on-site impact to post-show follow-up that actually converts.

Here’s how you can ensure your next trade show delivers real results:

1. Think outside the booth

Your trade show presence doesn’t start when the doors open, it starts weeks or months before. Are you pre-gaming and making sure the right people know you'll be there and what to expect?

• Use?email marketing?to let customers and prospects know where to find you.
• Add an?email signature graphic?to every outgoing email. It’s basically free advertising.
• Leverage?LinkedIn?to engage with attendees and prospects in advance. ?

A successful trade show isn’t just about foot traffic, it’s about attracting the right traffic before they even walk into the show.?

"Great messaging will beat the pants off bad design everyday.”?—?Me, (except I didn't say pants)

2. Clarify your message

Once people show up, will they instantly understand who you are and what you offer? Your messaging should be clear, bold, and impossible to miss or misunderstand.

• Is your?pre-show messaging?(emails,?LinkedIn, ads) consistent and setting the right tone?
• Does your?booth design?communicate your value clearly and in seconds?
• Can your team confidently deliver a?concise, compelling pitch?that resonates?

If your message is vague or overloaded with complexity or jargon, people will walk on by. Keep it clear, direct, and focused on them.?

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3. Follow up (most fail here)

It seems so simple and yet so many brands fail at this.?Trade show leads go cold because they never get a proper follow-up.?Don’t be that company.

• Within 3 days: Send a?personalized?email or message mentioning your conversation.
• Within 1-2 weeks: Offer value and proof?(a?demo, a case study, or testimonial).
• Ongoing: Keep leads warm with strategic follow-ups via email and social.

The real work of a trade show happens after the event. If you’re not following up, you’re leaving money on the table. Create an actionable plan for after the show and execute it. ?

Do you have a trade show looming?

It’s not just about showing up, it’s about?standing the f’ out and creating leads. Pulling off a high-impact presence takes strategy, planning, and implementation.

Sometimes, an outsider’s perspective can make all the difference. Whether it’s redefining your message, creating a pre-show plan, or ensuring your follow-up strategy turns leads into real opportunities, having an expert in your corner can help you maximize your investment and impact.

Make your next trade show brand presence impossible to ignore.

Sláinte, ???

Eric

Marjoram ?

Three ways I can help your B2B brand:

1. Reality Check: Get a fresh perspective on how your brand is really seen.—using existing resources like sales materials, website, and any available customer interactions.?
2. Message Framing:?Clarify your story. Highlight your value. Stand out and get noticed.
3. Website Reframing:?Turn your website into a lead-generation machine—without starting from scratch.

Not sure where to start? Let’s figure it out together:?Book a free consultation.