Trade shows remain a cornerstone of B2B marketing, offering face-to-face interaction, brand storytelling, and product demonstrations. Yet your marketing momentum shouldn’t stop when the show floor closes. By using creative strategies outside of the event, you can stay top of mind, nurture relationships, and build interest well before the next trade show.
Host a Virtual Lunch and Learn
First, consider bringing back a classic tactic in a digital format. A virtual lunch and learn allows you to educate prospects, clients, or industry peers on timely topics. Instead of waiting to showcase products or services at your next trade show, you can spotlight innovations now.
The key is relevance. For example, an HR consultancy might cover compliance challenges or workplace trends. A manufacturer might highlight safety protocols or product training. Providing fresh, useful content positions your brand as a resource and builds the trust you’d normally develop on the show floor.
Send Care Packages to Clients and Prospects
Next, replace the in-person hospitality of trade shows with thoughtful gestures. At events, you might have hosted dinners or in-booth gatherings. Outside the show, consider sending care packages to surprise and delight.
These packages could include wellness kits, branded merchandise, or even hobby-related items that spark conversation. Pair each package with a handwritten note and business card. Small touches like these strengthen loyalty, keep your brand top of mind, and may even generate organic social media buzz.
Get Active on Social Media
Finally, increase your visibility through consistent social media activity. Many exhibitors showcase their products only at trade shows, but you can extend that experience online. Share behind-the-scenes content, demonstrate how products work, or recreate booth themes digitally.
Leverage hashtags and trending conversations in your industry to expand reach. Interactive content—such as polls, live demos, or Q&A sessions—encourages engagement and draws attention from audiences who may visit your booth in the future.
Trade show marketing is not limited to the exhibition hall. Hosting virtual events, sending personalized packages, and investing in social media allow you to keep building momentum year-round. As Absolute Exhibits has seen with clients across industries, exhibitors who extend their marketing efforts beyond the show floor create stronger connections and generate more ROI once the trade show season begins again.
FAQ: Marketing Momentum Outside of Trade Shows
How do you market outside of trade shows?
You can extend trade show marketing by hosting virtual events, sending care packages to clients, and staying active on social media. These tactics maintain visibility, strengthen relationships, and keep your brand top of mind until your next in-person event.
What is a virtual lunch and learn?
A virtual lunch and learn is an online event where you invite prospects or clients to join a live session during lunchtime. Companies use it to showcase new products, share industry insights, or provide training. It replicates the education and engagement that normally happens at a trade show.
Why send care packages to clients?
Sending care packages creates a personal connection outside of trade shows. Unlike digital outreach, a physical package feels thoughtful and memorable. Items like wellness kits, branded gifts, or hobby-related surprises build goodwill, increase loyalty, and remind clients of your business in a positive way.
How can social media support trade show marketing?
Social media extends your trade show marketing strategy by showcasing products, hosting live demos, and engaging audiences year-round. Using hashtags, trends, and interactive posts keeps your brand visible. This builds anticipation for your next trade show while reaching people who may not attend in person.
