One of the most perfect illustrations of the way in which the preparation is the only weapon you have to fend off failure in advance is the classic business trade show.  Standing a trade show of any kind can be challenging in its own right as both before, during and indeed after the big day itself, there are hundreds of tasks to balance. But what never fails to take those who are new to trade shows by surprise is the way in which it is how you go about things in the run-up to the trade show that will make the biggest difference of all – not the way you perform and present yourself on the day.

According to the experts at www.ral-display.co.uk, a quite alarming proportion of businesses planning to attend trade shows completely overlook the rather crucial matter of marketing. The reason being that they see the trade show itself as something of a marketing manoeuvre in its own right and therefore see no logic in marketing their marketing efforts, so to speak. Nevertheless, there is nothing more important than letting those who may have any interest in you know where you are going to be and when you are going to be there, rather than simply assuming they will stumble over you by accident.

So for those who would rather get the absolute maximum out of their trade show appearances, here’s a quick look at five essential boxes to take from a marketing perspective before the big day:

Advertise Early and Often

First of all, don’t leave it until the last minute to start spreading the word about your upcoming presence – instead begin your marketing efforts as early as possible. The key here is to treat your trade show appearance as if you were launching a new product or promotion the likes of which you would put extensive efforts into marketing. Advertise using as many channels as possible and on a frequent basis in order to ensure your message gets out to as many potential prospects as possible.

Create an Angle

Chances are you will never come across any kind of promotional material for a brand’s trade show presence which says nothing more than “Here we are, come see us.” Instead, you’ll find that each and every business with any kind of experience with trade shows and trade show marketing will create some kind of angle or story in order to really sell it to their target audience members. For example, some will use the event as a means by which to introduce new products, some will advertise special offers and deals exclusive to those who attend the event and then there will be those who promise to offer product demonstrations, expert advice and so on and so forth. In any and all instances it is effectively the same strategy – rather than just telling them you will be there, you give them a reason to want to come and see you.

Get Chatty

There’s probably no real reason to once again highlight the power and potential of social media when it comes to this kind of marketing. However, there’s a very big difference between using social media for marketing purposes and using social media to become a part of the conversation. The difference being that in the case of the latter, you are not simply throwing marketing spiel and promotional pitches at your target audience members, but rather engaging in a discussion with them about subjects of relevance. And as engagement breeds interest, respect and trust, it can be pure gold for your trade show marketing efforts.

Event Advertising

Chances are that those organising the event will do plenty of their own advertising and promotion, so why not see if you can become a part of it? From the event’s official website to radio marketing to magazines to newspapers and so on and so forth, anywhere you can slip in the name of your brand will be advantageous to say the least. So rather than simply expecting the organisers to give your brand exposure in any way shape or form, get in touch with them personally and ask them about making it happen.

Attend Pre-Show Press Days

Last but not least, many of the bigger trade shows organised up and down the country feature exclusive pre-show openings where members of the press are invited to go along and see what’s happening before the arrival of the public.  Suffice to say, to pass up any such opportunities is to give yourself a pretty firm nudge in the wrong direction as to get the press spreading the good word on your behalf is to essentially have the professionals do the hard work for you.