Trade shows provide organizations the perfect opportunity to increase brand awareness and launch new products and services. Their formats, from educational sessions to exhibitor booths, allow reporters, industry experts, and potential purchasers of all sizes to meet directly with current and potential partners. These events condense the product education journey, allowing visitors to learn as much as they can at one time.

In 2020, the global pandemic changed trade shows. With in-person events on hold, events went virtual. This move left exhibiting organizations scrambling to find new ways to engage attendees and extend an in-person journey online. Trade shows have evolved to embrace these new attendee formats, creating a mix of online and offline events. For exhibitors, these hybrid formats have introduced new ways to prepare for events and new goals to be met.

According to the Post Covid-19 Event Outlook Report, an overwhelming 93% of organizers plan to invest in virtual events moving forward.

Whether in-person, virtual, or hybrid, securing interest during a show is not easy. The abundance of exhibitors sharing more content than ever can overwhelm reporters and attendees. A well-thought-out and smartly executed content marketing campaign can be the key factor in producing a solid return on your investment.

With many important components to a trade show, it can be tough to know where to get started. Some questions you may have are:

  • When do I start planning for a show?
  • What is the story I want to tell?
  • How do I get my news to stand out from the noise?
  • What’s the best way to capture the attention of reporters and attendees?
  • How do I track results?

We’ve prepared a guide that outlines best practices for maximizing your brand’s story to capture the attention of trade show reporters and consumers alike – in-person or online.

Use our comprehensive plan that spans from weeks before to during and after an event – all to help you get the most out of trade show publicity.

Download today

Download Your Guide to Trade Show Publicity: Best Practices for Boosting Results and start planning your next event!


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