Trade Shows

At Altitude Marketing, we know the upsides and the downsides to trade shows—and how to manage both. The devil is in the details—but the big picture view makes it easy.

One part of a much bigger picture Altitude  Marketing views a trade show as a conduit for new business and a focal point for specific marketing efforts. The real trade show effort starts months before and ends months after.

We start by developing a trade show strategy for the entire year. Which shows should you attend? Which should you avoid? What kind of presence do you need at each? How can you make the most impact before, during and after the show?

A trade show is a state of mind,
not an event.

Here’s a great example of the Altitude approach to trade shows. A client in the logistics industry initially came to us for help with some new trade show signage. We looked far beyond the pipe-and-drape and helped fuel a record sales year for the six-year-old company.

• Four months prior to the trade show, we pitched the leading trade publication on story ideas—and landed our client coverage in the pre-show issue.
• Three months prior to the show, we made dinner and lunch reservations at the most coveted restaurants in the trade show city and arranged for a personal visit from the chef.
• Two months prior, we created a compelling print ad to run in the show issue. The ad included a push to a show-specific landing page on the client’s website for more info.
• Six weeks prior, we ensured the trade show display was on message and matched the overarching visual identity.
• Five weeks prior, we sent out an email and a postcard to top prospects, inviting them to stop by the booth.
• A month prior, we sent out a customized invitation to top prospects inviting them to dinner at one of the restaurant we’d booked earlier, then made follow-up phone calls for confirmation.
• Three weeks prior, we set up the process to capture contact information at the show.
• Five days AFTER the show, we sent out press releases to the key trade media, mentioning the new customers that were signed on as a result of the show. All press releases were posted on the website immediately after distribution.
• Two weeks after, we created a follow-up ad in the post-show issue of the key trade magazine and thanked show organizers.
• Two months after, we conducted a preliminary P&L to determine whether the show was worth the investment and whether they should consider going again the next year.

Are you ready for a trade show strategy that pays real dividends? Contact Altitude Marketing today. You’ll love the view from here.