Trade show marketing strategies: What to prepare for B2B marketing at your next trade show
Deer Designer went to WordCamp US 2024 and given that we prepared a bunch of marketing materials for this event, it got us thinking…
“Do our clients know what they need to prepare if they go to a trade show?”
After all, we at Deer Designer can handle all of this design work for you. We make it easier for you to prepare for your events and we want to make sure you know that!
Trade shows, conferences, galas, and in-person events are golden opportunities to grow your brand awareness, meet your target audience, and expand your network.
Being prepared with well-designed, branded materials is key to making the most of these opportunities.
Let us help you figure out the various collateral you can create to ensure you’re ready to showcase your business in the best light and make back that ROI you spent to prepare to get to that trade show!
Make a lasting first impression with attendees and other marketers with a business card
Business cards may be small, but their impact can be huge. They’re one of the most classic methods of lead generation.
You’re sharing your contact details and they might give you their business cards back. You make an instant connection! So a sleek, professional design with your logo, brand colors, and important contact information can leave a strong impression.
Business cards are often the first physical connection between you and a potential client, so it’s worth putting some effort into them.
You can even add a QR code that links directly to your portfolio or website. It’s an easy way to show off your work on the spot and gives people something to remember you by.
An underestimated secret to trade show success: telling your story with brochures
Brochures offer a great way to tell your brand’s story in more detail. Think of them as an extension of your elevator pitch.
Whether you go for a tri-fold, bi-fold, or a more creative layout, the goal is to capture the essence of what you do in a way that’s easy to understand. You can highlight your services, key benefits, or success stories to show how you’ve helped others.
What makes it even better is that after the event, your attendees and fellow exhibitors can browse your brochure. It might end up on their desk or corkboard for a while, helping them remember you a year later when they want to check out your products and services.
You just have to make sure it looks good enough so that they won’t immediately throw it into the bin. Keep it visually appealing with images, icons, and clear headlines that guide the reader through the information.
Or you can even design a brochure that highlights case studies from past clients. This could include short testimonials alongside eye-catching visuals of past projects.
Make your booth stand out with banners and signage
If you’re used to digital marketing, you know that you gotta stand out from the crowd. The same goes for event marketing on the trade show floor.
At a crowded event, eye-catching booth design with banners and signage is a must.
Everyone has a variety of banners, signage, displays, and gimmicks to attract people to their trade show booths.
You don’t want to miss out!
A well-designed banner can draw people in and make your booth or space instantly recognizable. The design should align with your brand identity and be simple enough to convey your message at a glance.
Think about using retractable banners for easy setup and transport. Large visuals, clear branding, and concise messaging are the keys to making banners effective.
Promote your product or service with branded giveaways
Branded giveaways like pens, notepads, tote bags, or USB drives are more than just free stuff—they’re a way to keep your brand top of mind long after the event. The trick is to choose items that people will actually use and appreciate.
Make sure your logo and branding are prominently displayed on each item. You could even align the giveaways with your brand’s message or service. It’ll add value for the trade show attendees and keep your brand front and center in their daily lives.
Quick and informative b2b marketing with flyers and handouts
Flyers and handouts work as a quick reference for people who stop by your booth but may not have time for a longer conversation (or if they’re shy like me).
The goal is to provide just enough information to pique their interest and prompt them to follow up later.
Use a strong headline, concise bullet points, and appealing graphics to get your message across. Don’t forget to include your contact details or social media handles so people can easily reach out after the event.
Boost your trade show marketing with branded apparel
Imagine when people visit your booth and you and your sales team are wearing branded apparel, like t-shirts, hats, or jackets. It just adds a personal touch to your trade show presence.
If your team is in matching apparel, it gives a sense of unity and professionalism.
It’s also an easy way to showcase your brand without saying a word.
Imagine just walking around the event and you’re already introducing your brand to potential leads. You get to maximize the trade show experience!
Keep the design simple, with your logo and perhaps a short tagline that resonates with your business.
Bring your marketing ideas to life with digital displays
Adding digital displays to your booth can take your setup to the next level. You can use a tablet, TV, or monitor to showcase your portfolio, demo a product, or play a branded video loop and it’ll let potential clients see your work in action without needing a long explanation.
It’s also a great way to engage people and hold their attention longer in a visual way.
A ****web development company, for example, could create a looping video showing various websites they’ve built, together with a brief description of the process and outcome.
Keep all your marketing efforts and new products or services together in presentation folders
Presentation folders are a polished way to package any handouts, brochures, or business cards you might be giving away. Not only do they keep everything organized, but they also show that you’ve thought through the details.
A clean, well-branded folder with your logo on the front and an interesting design on the inside can leave a strong impression. It’s a subtle way to show you care about quality and attention to detail.
If you’re pitching to potential clients, include a tailored proposal or service overview inside the folder, along with your business card and a brochure. It’s an all-in-one package that clients can take with them.
Hype them up for your next trade show guesting with post-event follow-up
Once the event is over, don’t let your connection with attendees fade away. Hit up all the contacts you made at the tradeshow after the event.
Branded email templates are a great way to follow up and keep the conversation going.
You can design a sleek template that aligns with your event collateral to stay consistent with your branding. Personalize your follow-up message for each contact and remind them of your conversation at the event.
Don’t forget to attach any relevant information, such as brochures or proposals, and include a call to action for the next steps.
Maximize the benefits of trade shows with event-specific branded materials
If you’re attending a themed event or one focused on a specific industry, consider creating materials that tie into that theme. This shows attendees that you’re tuned in to their needs and makes your brand more relatable.
After the event, it can also be a flex for the attendees, like “I was there in 2024 and I have proof!”
Effective trade show marketing strategies to include in your pre-show planning
Showing up to a trade show or event without the right materials is a missed opportunity. With thoughtful planning and well-designed collateral, you can make the most of every connection, leave a lasting impression, and set the stage for future collaborations.
Your brand’s presence at these events is an investment in its future, so make it count.
Are you looking for guides about event marketing and merchandise? We have a couple that might interest you!
➡️5 Ways design drives growth in small business events
➡️How to design and print custom flyers for effective business marketing
➡️How to create your next custom shirt: t-shirt design ideas and inspiration
Need help preparing for an event? We make it easier at Deer Designer!
Just send us your design requests and we’ll handle it all for you.
