3 ways your brand can master global trade shows
Whether you’re a startup looking to make waves or an established brand aiming to reinforce your market presence, global trade shows offer unparalleled opportunities to connect, showcase, and grow your brand. Take it from Kamal Nicholas, Chief of Staff at Laika Berlin, a L’Attitude partner agency.
From Internationale Funkausstellung Berlin (IFA) to Mobile World Congress Barcelona (MWC), and many others across continents and industries, trade events are more than just exhibitions, they’re strategic platforms for innovation, storytelling, and business development.
As a frequent attendee at these kinds of shows, representing a variety of clients, I’ve built up a wealth of knowledge on how to make the most of them.
Why trade shows still matter
In an increasingly digital world, face-to-face engagement remains irreplaceable. Trade shows bring together industry leaders, media, retailers, and consumers in one dynamic space. They’re where trends are born, partnerships are forged, and products are experienced firsthand. For international brands, they also offer a chance to localise messaging and adapt to regional market nuances.
You might be looking to drive a recruitment push, raise brand awareness among trade professionals, or spotlight one of your business leaders as an expert at the forefront of innovation. Whatever your goal, trade shows can be a useful platform to achieve it.
How to make the most of your next trade show
When it comes to trade show success, making an impact and getting your name out there isn’t as simple as just turning up. Brands that get the most from trade shows prepare thoroughly, think differently, and maximise the opportunity:
- Prepare to succeed
Success at a trade show starts long before the doors open. Prepare to make the most of your presence by:
- Starting early: Book prime exhibition space, secure budgets, sort accommodation, and plan logistics months in advance. Popular shows often sell out quickly, and costs can escalate the closer you get to the event.
- Budgeting strategically: From booth design and staffing to travel and promotional materials, trade show expenses can quickly add up. Allocate resources wisely and consider the ROI of each element.
- Designing for impact: Your booth is your brand’s stage. Make it visually compelling, interactive, and aligned with your messaging. Think beyond banners – use lighting, screens, and product demos to create an immersive experience. You’ll be alongside hundreds of other brands, so it’s essential to stand-out visually.
- Planning media engagement: Trade shows attract not only businesses and consumers, but also your possible new best friends: journalists and influencers. Schedule interviews, prepare press kits, and offer exclusive previews to maximise coverage from the opportunity.
2. Think outside the booth
Your booth isn’t the only place your trade show presence can have an impact. This is where understanding your industry’s culture is important – what will the other attendees be expecting from brands at the show? What entertains and engages them best? What will make you most memorable?
Consider:
- Presentation opportunities
Modern trade shows are evolving into cultural events. From concerts and workshops to interactive zones and keynote stages, they’re designed to engage diverse audiences. Participating in these elements can amplify your brand’s visibility and relevance, especially among younger demographics. Placing one of your brand’s experts on stage could help to boost your reputation as an industry leader.
- Social media
If it wasn’t on social, did it even happen? In all seriousness, trade shows are a fantastic opportunity for owned social media content, UGC, and even influencer partnerships. It’s a no-brainer to use your socials to amplify your voice at a trade show. Remember to post content on the day, encourage visitors to visit your stand with a giveaway or other incentive, and interact with the event’s owned channels ahead of the day.
3. Make the most of post-show momentum
The end of a trade show is just the beginning of your next growth phase. What you do in the days and weeks following the event can significantly amplify your return on investment. Keep momentum going by:
- Following up quickly and thoughtfully: Reach out to high-priority contacts within 48 hours of the show, while your brand is still fresh in their minds. Personalise your outreach to nurture a stronger connection.
- Sharing your story: Publish a blog post, social media carousel, or video summarising your presence, key takeaways, and behind-the-scenes moments.
- Media amplification: If you secured press coverage or influencer mentions, reshare and tag them. This not only boosts visibility but strengthens relationships.
Ready to make your mark on the global stage?
Every trade show has its own culture, expectations, and media landscape – all unique to the industry and locale. That’s where the L’Attitude Network shines. With agencies across the globe, we help brands tailor their presence to resonate locally.
Our collaboration of over 500 trailblazing PR and communications experts are based in over 50 offices around the world and deploy campaigns across more than 60 markets.
Let’s turn your next trade show into a launchpad for international success. Get in touch with the team to discuss how we can ensure your trade show presence leaves a lasting impression.