You have your booth, your team and all the swag. Next, you need to get the attention of prospects and press. Winning the tradeshow means walking away with hot leads, new media attention and real relationships. And this requires a tradeshow planning strategy. 

To help you better prepare for your next event, we’ve put together 5 tried-and- true tactics — think of them as our tradeshow trade secrets — for making sure your presence is worth the price of admission. 

Tradeshow Planning for Press and Prospect Opportunities

1. Know your news before you arrive. 

Reporters don’t usually attend tradeshows casually. They’re looking for stories and an early look at what’s new. Prospects want to know what you’re launching next, and how it’s going to make their jobs easier and companies better.   

In both cases, you need to have your stories straight long before your plane lands.

Are you unveiling a new product? Releasing proprietary research? Or announcing a major partnership? Make these a central focus of your conversations. Come equipped with an embargoed press release, an upcoming white paper, or a sneak peek of your new product demo.

Need a Press Release?

Download a selection of press release templates to use ahead of your next event.

2. Book media and prospect meetings in advance.

Media contacts and prospect schedules fill up fast, so reaching out early can often be the difference between landing your dream meeting and receiving a “maybe next time.”

To ensure you get on their calendars, share a teaser of what you will be unveiling at the show (see above). If you intrigue them enough they’ll make the time to see more. 

Tradeshow Planning Pro-tip:

If you have a booth, a speaking slot or have sponsored the event, organizers are usually willing to share a list of press attendees with you well in advance of the show.

3. Create on-the-spot content with customers and prospects.

Your booth can and should be used for more than just a swag stop. Turn your space into a hub for activity and knowledge sharing by filming quick-hit interviews, recording live podcast episodes or even host your own panel discussions to draw in curious showgoers.

[See example of our recent video at HR Technology Conference 2024. ]

Not only will you generate buzz on the expo floor, you’ve now created content to share with digital audiences long after the show wraps. 

Tradeshow Planning Pro-tip:

When customers stop by, consider capturing testimonials and creating case studies with them in person.

4. Turn your booth into a destination.

Whether you sell physical products or you’re a software company with an invisible product, figure out how to bring your offering to life through an interactive experience that visitors can touch and feel.

The more engaging, the longer people will stay at your booth and be interested in hearing what you have to say. 

Tradeshow Planning Pro-tip:

A coffee station during the day and cocktails in the evening have never been a bad strategy.

5. Host, sponsor or attend off-site dinners and events. 

Some of the most important hours of a tradeshow come after the exhibit hall closes. Create opportunities to get to know your prospects, customers and the media beyond elevator pitches and trade show small talk. Whether it’s a dinner or reception that your company or partners host or an official award ceremony or  gala, offsite events create moments that help turn prospects (and press) into partners. 

Tradeshow Planning Pro-tip:

Make sure to invite media to owned events–and if there’s food and cocktails, you should definitely lead with that.

Need Help With Tradeshow Planning?

Navigating the tradeshow circuit doesn’t have to be a solo journey. We help our clients create press opportunities before, during and after the world’s biggest trade events.

Get in touch to learn more about how your can make the most out of your tradeshow investment.