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The Marketing Minute: Same Trade Show, Stronger Story

Every year, many companies attend the same trade shows, set up the same booths, hand out the same giveaways, and hope to meet new customers and make new sales. This approach begs the question:

Is using the same trade show strategy working for you?

Trade show success is often discussed in terms of booth activity. How many people stopped by, how many badges were scanned, and how many conversations took place between the aisles, alongside key metrics such as lead quality and sales. These measures provide insight into performance during the event. Still, they also raise questions about how booth activity carries into follow-up conversations, lead progression, and sales efforts outside of the show.

Today, visibility extends well beyond the booth. There are more ways than ever to reach potential customers before, during, and after an event, and many companies are beginning to view trade shows as part of a broader content and engagement strategy rather than a stand-alone moment.

In this approach, the story begins before the event, takes shape during the show, and continues after the doors close. Pre-show storytelling creates familiarity. Onsite interviews capture expertise rather than elevator pitches. Post-show coverage reinforces awareness and keeps conversations moving forward.

An Integrated Trade Show Strategy
One mid-sized supplier’s experience illustrates how this shift can translate into measurable post-show outcomes.

The company had exhibited at many industry trade shows, investing heavily in booth space, graphics, and giveaways. Results varied from show to show, and post-event evaluations often focused on foot traffic and anecdotal feedback, leaving uncertainty about how effectively the investment supported sales efforts.

Ahead of a major industry event, company leaders decided to rethink their approach. Rather than relying solely on booth traffic, they focused on extending visibility beyond the show floor. Working with I-Connect007, they published pre-show teasers outlining the topics they planned to discuss and why they mattered. During the event, an editorial-style interview with the CEO focused on industry challenges and perspectives rather than a product pitch. Show-week and post-show social media coverage extended reach to both onsite and remote audiences.

The booth remained an important touchpoint, and the supplier still had meaningful in-person conversations. However, as a result of the pre-show outreach, attendees arrived more familiar with the company’s message. Conversations moved more quickly from introductions to specific needs and next steps.

After the event, post-show content continued to circulate online, prompting follow-up inquiries from contacts who referenced the coverage when reaching out. Internally, the company tracked an increase in post-show meeting requests and lead follow-ups compared to prior events, giving them a clearer way to connect extended visibility with sales activity.

Rethinking the Role of Trade Shows
Trade shows still matter, but how companies participate is evolving. Booth presence remains important, yet it is most effective when supported by strategies that help move prospects from awareness to conversation and, ultimately, into the sales pipeline.

It’s no longer just about who has the biggest booth. It’s about who carries the strongest story before, during, and after the show.

Companies interested in exploring a more integrated approach to trade show visibility and post-event engagement can learn more by connecting with the I-Connect007 team.

Brittany Martin is the digital marketing manager for I-Connect007.