Product management glosary

Trade show marketing

What is Trade Show Marketing?

Trade show marketing is a promotional strategy that involves showcasing a company's products or services at an industry-specific event. These events are typically held in large convention centers and attract attendees from all over the world. The goal of trade show marketing is to generate leads, increase brand awareness, and ultimately drive sales.

How Does Trade Show Marketing Work?

Trade show marketing involves setting up a booth or exhibit at a trade show and engaging with attendees who visit the booth. Companies typically use trade shows to launch new products, demonstrate existing products, and network with potential customers and partners. The key to successful trade show marketing is to create an engaging and memorable experience for attendees.

Companies can achieve this by creating an eye-catching booth design, offering giveaways or prizes, and providing interactive demonstrations of their products or services. Trade show marketing also involves pre-show promotion to generate buzz and attract attendees to the booth. This can include email marketing, social media promotion, and advertising in industry publications.

Benefits of Trade Show Marketing

Trade show marketing offers several benefits for companies looking to increase their visibility and generate leads. These benefits include:

  • Increased brand awareness: Trade shows offer a platform for companies to showcase their products and services to a large audience. This can help increase brand awareness and recognition.
  • Lead generation: Trade shows provide an opportunity for companies to connect with potential customers and partners. By collecting contact information and following up after the event, companies can generate leads and drive sales.
  • Networking: Trade shows also offer a chance for companies to network with other industry professionals and potential partners. This can lead to new business opportunities and collaborations.
  • Product launch: Trade shows are an ideal venue for launching new products and generating buzz. Companies can use the event to showcase their latest offerings and generate excitement among attendees.


Trade show marketing is a powerful promotional strategy that can help companies increase their visibility, generate leads, and drive sales. By creating an engaging and memorable experience for attendees, companies can make the most of their trade show investment and achieve their marketing goals.