Trade shows and conferences offer incredible opportunities for lead generation and revenue growth, but success doesn't happen by accident. The key to crushing your trade show goals starts long before you set foot on the event floor. In this first installment of our three-part series, we'll dive into the critical pre-show strategies that set the stage for trade show triumph.

1. Define Your Objectives
Before diving into tactics, clearly outline what success looks like for your company at this specific event. Are you aiming to:
- Generate a certain number of qualified leads?
- Book demos with decision-makers from target accounts?
- Launch a new product and create buzz?
- Strengthen relationships with existing customers?
Having well-defined goals will shape every aspect of your pre-show strategy.
2. Know Your Audience
Understanding who will be at the show is crucial. Here's how to build your target list:
- Obtain the attendee list from event organizers if possible
- Research exhibitors and their key personnel
- Leverage LinkedIn to identify potential attendees based on job titles and company profiles
- Cross-reference with your ideal customer profile (ICP) to prioritize prospects
Pro tip: Don't overlook the power of AI and data enrichment tools to supercharge this process!
3. Craft Your Outreach Strategy
Once you've identified your targets, it's time to warm them up:
- Develop a multi-channel approach using email, LinkedIn, and even direct mail
- Start your outreach 4-6 weeks before the event
- Focus on providing value and building genuine connections, not just pitching
- Use the event as a natural conversation starter (e.g., "Are you heading to [Event Name]? I'd love to connect if you'll be there.")
Remember, the goal is to stand out from the noise and create anticipation for meeting you at the show.
4. Prepare Your Team
Equip your team with the knowledge and tools they need to succeed:
- Conduct pre-show training sessions on your products, key messaging, and objection handling
- Role-play common scenarios they might encounter on the show floor
- Ensure everyone is well-versed in using any lead capture technology or apps you'll be employing
5. Plan Your Presence
Whether you're exhibiting or simply attending, strategize how you'll maximize your time and visibility:
- If exhibiting, design an eye-catching booth that aligns with your brand and goals
- Create a show floor "hit list" of must-visit booths or contacts
- Schedule key meetings in advance, but leave room for spontaneous connections
- Consider hosting or sponsoring an event to draw in your target audience
6. Set Up Your Follow-Up System
The real work begins after the show, so plan for success now:
- Establish a process for quickly logging and categorizing leads
- Prepare follow-up email templates and content offers
- Set up automated workflows in your CRM to ensure timely follow-up
- Determine who on your team will be responsible for various follow-up tasks
7. Create Pre-Show Buzz
Build excitement and awareness before the event:
- Announce your participation on social media and your company blog
- Create event-specific content to share (e.g., "5 Things We're Excited About at [Event Name]")
- Consider running targeted ads to reach attendees before and during the show
By investing time and effort into these pre-show strategies, you're setting yourself up for maximum ROI from your trade show investment. Remember, the most successful companies at trade shows are those who arrive with a clear plan and hit the ground running.
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Stay tuned for the next installment in our series, where we'll dive into strategies for making the most of your time on the show floor!
Ready to take your pre-show preparation to the next level? Book a discovery call to learn how LTO can supercharge your trade show strategy and set you up for success.