If you’re in B2B, Trade Shows are still one of the best ways to meet the right people, show off your products and services and have real conversations.
But too many companies still treat them like a tick-box exercise. Book a stand, print some flyers, hand out free pens. Done?
Not quite.
Here’s a practical look at how to actually prepare for a trade show — from a marketing and communications point of view — so you make the most of your time and budget.
- Start Earlier Than You Think
Good trade show preparation starts months ahead — not the week before you fly out.
You need time to plan your messaging, design your stand, brief your team, create materials, and line up meetings. If you’re only thinking about banners and brochures a few days before the event, you’ve already missed half the opportunity.
- Make Use of PR and Media Opportunities
Most big trade shows get strong coverage from trade magazines and industry websites — and many of them publish pre-show special features or even entire issues focused on the event.
These are golden PR opportunities — but the deadlines often close weeks or even months before the show.
Likewise, show organisers usually have online exhibitor directories, press zones, and product listings. The earlier you submit your info, the better chance you have of being found by people planning their visit.
And if the organiser still prints a physical show guide? That deadline will definitely be early — and missing it means missing out on exposure people carry with them on the day.
In short: treat PR and listing deadlines as part of your show planning. Don’t let them sneak past.
- Create a Clear Theme That Pulls Everything Together
One of the best ways to stand out — and feel consistent — is to build your presence around a clear theme.
This doesn’t have to be gimmicky. It just needs to connect your story across everything:
- Stand design
- Key messages
- Giveaways and merchandise
- Social posts and emails before the show
- Any printed or digital materials
The theme could be based on a product launch, a bold statement, a question you’re answering — or a simple tagline that captures your value.
Done well, it helps people remember you, and gives your team a common thread to communicate around.
- Know What You’re There to Say
What’s your story at this show?
It’s easy to fall back on safe, generic messaging. But that usually just gets ignored.
Focus on what’s relevant to this audience at this moment. What’s new? What’s changed? Why now?
Once you’re clear on that, make sure your stand graphics, your materials, and your team are all saying the same thing.
- Make Your Stand Work Harder
A nice-looking stand is good. A useful stand is better.
Can people figure out what you do in five seconds? Can they interact with something? Can you show the value clearly?
Think about short demos, real results, or tools people can try on the spot. Keep it visual and hands-on where you can.
- Prep Your Team — They’re Your Front Line
Even the best booth in the world won’t matter if your team isn’t prepared.
They don’t need to sound like marketers, but they do need to know:
- What the key messages are
- How to explain things clearly (in plain language)
- Who you’re trying to talk to
- What happens after the show
Even a quick 30-minute prep session the week before can make a big difference.
- Have Something People Can Take Away
You don’t need a 20-page brochure. But you do need something useful for people to take with them (or get by email).
A simple one-pager. A landing page. A product comparison. A case study. Even better if it ties into your theme for the show.
Make it helpful, short, and easy to remember.
- Plan the Follow-Up Before the Show Starts
This one’s easy to skip — and easy to regret later.
Don’t wait until you’re back in the office to figure out what to send to all the leads you just collected.
Plan the follow-up now. Draft the emails. Decide who’s sending what. And think about tone — friendly, not pushy.
People remember the follow-up more than the free pen.
Trade shows are a big investment — in time, money, and effort. But they can be hugely worthwhile if you treat them like a proper marketing campaign. That means a clear message, a joined-up theme, a prepared team, and thoughtful follow-up. It’s not complicated — it just takes a bit of planning.
It’s July, and while things slow down with summer holidays, now is actually a great time to start planning for those autumn trade shows — before deadlines creep up and the busy season kicks back in. And if you want help pulling it all together, from messaging to design to post-show content — we’re ready when you are.