Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Turn Your Next Trade Show From a Total Flop to Triumphant with Inbound

Turn Your Next Trade Show From a Total Flop to Triumphant with Inbound Blog Feature

June 19th, 2013 min read

 Many consider trade shows to be an outbound approach to marketing and reaching your audience.

However, it doesn’t always have to be outbound. You can take an inbound approach.

When most people think trade shows, they’re often flooded with visions of cell phone kiosks at the mall, complete with salesmentossing pamphlets and spitting sales pitches at them at rapid pace.

Most companies will turn their trade show experience into an outbound approach. Targeting mass audiences in the hope that they’ll find a few potential customers out of the many.  The Foundation of making your trade show inbound is creating a unique campaign built around the show itself. You want to come up with something new, fresh and exciting.

Your main goal should be to stand out at the trade show among the other businesses. You want everyone to be talking about your booth and your company.

Planning Your Inbound Trade Show

If you want to stand out, it’s important that you don’t go the traditional route. Not only will everyone be passing out traditional marketing collateral such as pamphlets, brochures, business cards, and even the same branded key chain. That can get pretty old.

I should also note that everyone will be wearing suits, ties and dress shoes. If you dress accordingly, don’t expect to be found in the sea of other vendors. If you’re walking around the venue, you want it to be easy for attendees to spot you. Consider coordinating your wardrobe with your campaign.

A trade show isn’t something you should start planning one month before the event. In the ideal situation, you should start some where around a year to six months prior to the day of the trade show. You need to develop goals. You cannot just go into the trade show and let it happen. How are you going to track and measure its success?

Consider developing these types of goals:

    • Generate X amount of qualified leads for sales to contact
    • Drive people ­– through collateral – back to your website
    • Generate buzz throughout event
    • Acquire X amount of email contacts

Taking an Inbound Marketing Approach

Inbound marketing lets prospects and leads find you. Therefore, you no longer need to harass them and shove your marketing message in their face.

To develop an inbound marketing approach to your trade show, you’ll want to:

    • Create buzz for your company
    • Stand out among the other booths
    • Grab the attention of the attendees
    • Appeal to your target audience
    • Be web friendly

You will most likely find that the more people and prospects coming to your booth are more qualified and actually interested in learning more about your company.

When those interested and qualified people start coming up to your booth, don’t be intrusive. They came to your booth in the first place because you stood out from the crowd. You didn’t go the traditional route.

While engaging with those individuals that stop by your booth, you want to have a meaningful conversation. In order to have meaningful conversations and make valuable connections, you need to introduce a little context into the experience.

Don’t just use your trade show to interact with the attendees, use this opportunity to engage and interact with the other businesses and booths.

For all you skeptics out there, this can be done. While everyone is throwing the pamphlets they've obtained into the nearest trashcan, they will be keeping your flag items and remembering the great experience your booth and company provided.

Need help taking your trade show to the next level? Check out our latest ebook for five ways to ensure that you stand out  and you're the booth everyone remembers.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE