Tradeshow Marketing: Promoting your Brand at an Event
Tradeshow Marketing: Promoting your Brand at an Event
Tradeshows are a powerful way for small businesses, jewelers, and engravers to gain exposure, attract customers, and generate sales. However, just showing up with a booth isn’t enough – you need a solid tradeshow marketing strategy to maximize your results.
In this guide, we will cover how to create a refined marketing strategy for tradeshows that will drive people to your booth, stand out from the competition, collect valuable contact info, and how to turn that contact info into paying clients.
Tradeshow Marketing Strategies: Which Shows Do I Attend
The first step in a successful tradeshow marketing strategy is selecting the right events to attend. Not all tradeshows are worth your time and investment.
While tradeshows have evolved post-pandemic, industry experts note that their growth is strongest in the business-to-business (B2B) sector, while the direct-to-consumer (B2C) side has not seen the same resurgence. This means that unless you’re looking to mass-produce and sell wholesale to businesses, your focus should be on events that attract individual consumers rather than industry buyers.
Consumer-focused shows bring in attendees who are already interested in your type of products, increasing the likelihood of sales. Some of the best B2C tradeshows include:
JOGS Tucson Gem & Jewelry Show
InterGem Jewelry Shows
Dallas Safari Club Show (guns and jewelry)
The Las Vegas Antique Arms Show (for custom engravings on firearms and accessories and overlaps with the SHOT Show)
Blade Show (for knife engravers and makers)
Beyond tradeshows, you should also consider local craft fairs, art shows, pop-up markets, and seasonal bazaars—anywhere that allows you to showcase your work directly to potential buyers. These events often attract highly engaged customers who appreciate handmade, custom, and personalized pieces.
Tradeshows are crowded and competitive—you need to actively attract attendees to your booth. Here’s how:
Pre-Show Marketing
Email Your Audience: Let your customers and prospects know you’ll be exhibiting. Offer an exclusive in-booth discount or giveaway.
Use Social Media: Announce your booth number and what makes your display special. Consider running a contest where people must visit your booth to enter.
Collaborate with Organizers: Many tradeshows promote exhibitors in their newsletters and social media—get featured!
On-Site Strategies to Grab Attention
Eye-Catching Display: Use bold signage, bright lighting, and engaging visuals to stand out in a sea of booths.
Live Demonstrations: If you’re an engraver, engrave items on the spot to captivate passersby. If you’re a jeweler, consider a “watch me make” demo. Interactive Elements: Have touch-and-feel samples or let people try a simple engraving technique.
Branded Apparel: Wear custom shirts, hats, or aprons with your logo—making you more recognizable.
Engage Quickly—Attendees Won’t Stop for Long
Tradeshows are fast-paced—people don’t have time for long conversations unless you hook them early.
Prepare a 10-second Pitch: What do you do, and why should they care? Example:
“We create custom hand-engraved jewelry that tells your story. Want to see a quick demo?”
Offer a Freebie or Incentive:
“Grab a free keychain engraving—while supplies last!”
“Enter to win a custom-engraved knife—drop your card here!”
On-the-Spot Customization: If possible, offer quick engraving for small items as a memorable and personal giveaway
Tradeshow Marketing Strategies: Stand Out from the Competition
With hundreds of booths, how do you make yours unforgettable?
🎨 Be Visually Different
Use bold colors that contrast with typical setups.
Display a massive engraved piece (think a full-size engraved car hood or a giant pendant).
Have a well-lit, clean, and organized space—messy booths turn people away.
🎤 Use Sound & Movement
A small speaker playing light background music can make your booth feel more inviting.
If you’re demonstrating engraving, use a camera and screen so people see the details.
📸 Encourage Social Media Sharing
Have a photo-worthy display (a unique engraved item, a selfie spot, or a hashtag sign).
Offer a discount for sharing a booth photo on Instagram or tagging your business
Many people at tradeshows aren’t ready to buy immediately—but that doesn’t mean they won’t buy later.
Ways to Collect Contact Info:
Business Card Drop: Have a bowl where attendees drop their business cards for a giveaway.
QR Code Sign-Up: Display a QR code that links to a discount or freebie in exchange for an email.
Digital Guestbook: Use an iPad or tablet to let visitors enter their name and email.
Trade Show Lead Capture Apps: Some tradeshows provide apps to scan badges for easy follow-ups.
The #1 Rule: Give People a Reason to Share Their Info
Instead of just asking, offer value:
“Sign up for a chance to win a $100 gift card!”
“Get a 10% discount for your next order when you join our mailing list!
Tradeshow Marketing Strategies: Post-Show Turning Leads into Sales
Many businesses fail to follow up after a tradeshow—this is where money is left on the table.
Follow-Up Plan: Be Persistent (and Slightly Aggressive!)
Day After the Show: Send a thank-you email to everyone you collected info from.
“Thanks for visiting us at [Show Name]! Here’s the discount we promised—let us know if we can help you.”
3 Days Later: Follow up with a personalized message.
“Hey [Name], it was great meeting you at [Show Name]! Are you still interested in a custom engraved piece?”
One Week Later: If no response, send a reminder.
“Just checking in! Our special tradeshow offer expires soon—let me know if you want in.”
💡 Pro Tip: Use Multiple Follow-Up Channels
Email: The most effective way to follow up.
Social Media DMs: If they followed you, send a quick message.
Phone Call or Text: If appropriate, a direct call or text can convert leads into customers. Only use this tactic if you spoke about a specific topic or the idea of pursuing a project.
Final Thoughts: Make Tradeshows Work for You
Tradeshow marketing is more than just showing up—it’s about pre-show hype, engaging booth strategies, collecting leads, and aggressive follow-up. If you master these techniques, you’ll turn every show into a profitable opportunity.
Your Next Steps:
Pick your next tradeshow and start pre-show promotions.
Plan your booth setup and lead collection strategy.
Follow up consistently to convert leads into sales.
Need help coming up with a winning tradeshow marketing strategy? Reach out on Facebook or Instagram
