Your go-to checklist for trade show success

What’s a staple in the marketing playbook for many businesses, but perhaps the most overlooked moment to build awareness? Spoiler - it’s not a trick question or a riddle - it’s trade shows.

They offer proven return on investment, are an excellent way to meet new customers, showcase innovations and technologies, and explore what others in the market are doing. But exhibiting at a print industry trade show is no small feat, no matter the size of your stand. There are logistics to organise, graphics to design and order, marketing collateral to print, team accommodation to book…and that’s all before you’ve even stepped foot in the exhibition hall! We’re exhausted just thinking about it.

Once you’re there, it’s set up, fine-tuning your goals and approach, making sure the team is aligned and prepped… and then it’s go time. Three to four days of networking, connecting with existing customers, and hopefully generating plenty of new leads too. That’s the aim of the game, right? But are you maximising your presence to its full potential before, during, and after the event?

We know it can feel overwhelming when thinking about how to make the biggest impact alongside everything involved in preparing for and exhibiting at a trade show. Sometimes, it’s hard to even know where to start. But don’t fear - we’ve got you.

The KC Media team has been to many, many (more than we’d care to admit!) trade shows in our time, and we’ve supported numerous clients before, during, and after events to boost their investment and maximise their time on the show floor. So we thought we’d collate what we’ve learned over the years into a handy trade show checklist.

So, without further ado, here are eight surefire ways to boost your presence at a trade show and maximise the return on your (not-so-small!) investment.

1. Nail the foundations: your exhibitor portal

Rule number one for this checklist - and let’s be honest, life in general - walk before you run. 

Have you got the basics covered? The very first place to start is your exhibitor portal. Most trade shows provide one where you can update your company bio, list spokespeople and contacts, and upload collateral like brochures and press releases. This is what visitors will see when researching who they want to visit. 

If you’re not making the most of this space with up-to-date, relevant information, you could be missing out on a key (and free!) extra marketing opportunity. 

2. Build the buzz before the doors open 

Exhibitor portal updated - check.. Now you’re covered if prospects go looking. But have you told your network you’ll be there? Your social media channels and email database are your magic tools here. In the lead up to the show, post regularly so people know: 

a. you’ll be exhibiting 

b. what you’ll be showcasing (especially what’s new) and, 

c. exactly where to find you. 

Consistent posting helps your presence stick in your network’s mind so they know to come and seek you out. And don’t forget email - a well-timed email (or two) can spotlight new products and give customers a reason to visit your stand.

3. Show-ready essentials: Printed collateral 

Social media and email? Sorted. Now, what will visitors leave your stand with? 

We’re in the print industry - we know the power of something tangible. It stays in people's hands longer and is far more likely to be revisited.

Make sure all your marketing collateral is up to date. Maybe I’m stating the obvious here, but business cards should be accurate and you should have plenty to last you the week. Product brochures should reflect what you’re showcasing and highlight anything not physically on display too.

And think, beyond the basics - could you turn case studies or news into a visually engaging printed piece? Make your content work harder with printed collateral for your stand! 

Then the golden rule is to pair print with digital. QR codes on your material or stand give visitors the choice of how they engage with your content.

4. Don’t just tell it, show it in action 

One of the biggest advantages of, and one of my favourite things about, a trade show is seeing products and technologies live, all in one place. Don’t overlook the value of this opportunity. If you’ve got an innovative feature, a standout capability, or a new launch, bring it to life. Have your technical experts demonstrate your products throughout the show, or create showstopping applications that visitors can’t help but stop and look at. And if you’re planning demos, don’t forget to shout about them in advance so visitors can build them into their schedules.

5. Get seen where it counts: the trade media 

When it comes to getting your message in front of the right audience, don’t overlook the power of trusted trade media - as search evolves, trusted sources are becoming ever more important. 

Social posts and emails are essential (as we’ve said), but engaging with the media ahead of the event adds another layer of visibility. Share details of the technologies and innovations you’ll be showing, especially anything new.

Trade publications often run exhibitor previews and trend round-ups, and you don’t want to be missing from that conversation. Then, the icing on the cake, amplify your presence even further with advertising alongside your editorial coverage.

6. Make the first move with the media 

Alongside sharing your news, take a proactive approach. Invite journalists to your stand, highlight key trends you can speak on, and introduce spokespeople. 

Journalists are busy (take it from a former one!), so early outreach makes it easier for them to plan their schedules, and include you in them. 

And once the show begins, be ready for those ad-hoc drop-ins too!

7. Turn your stand into a lean, mean, content making machine 

Before the event 

Capture the build-up. Share photos or videos of packing, teaser shots of products, or even the vans being loaded. We’re all nosy - we love the behind-the-scenes content! Plus, it humanises your brand. On that note, you could also introduce the team who’ll be on the stand, giving visitors and potential customers familiar faces to look out for. 

During the event 

Show time baby! This is prime content time. Your products and machines are live - capture it all. Take high-quality photos of products in action, busy stands, and real applications. Film your machines running. Create walkthroughs or quick tutorials with your experts explaining what’s on show. 

You can share this content during the event to drive footfall, and reuse it afterwards to keep the momentum going. A win-win. 

After the event 

Time for the debrief. Capture your team’s key takeaways, their most impactful conversations, and common questions. These can become videos, FAQs or future content pieces. Write a blog recapping the event, then repurpose everything into social posts or even teasers for next year.

8. Bring it all together (with a little help…)

Ok, you’ve read this far, you know what’s coming - the plug. You’ve probably realised that this isn’t our first rodeo. We’re pros at bringing every element of this checklist together into a joined-up, strategic approach. 

Whether you’re looking for long-term PR support or just need a short-term trade show boost (we just so happen to have a package for that), we’d love to help. 

Keen to make your next trade show unforgettable? Get in touch to see how we can help you maximise your investment, or save this checklist to make sure you have everything covered for your next show!