The Secret to Trade Show ROI: Prep, Presence and PR

 

 

Trade shows remain one of the most powerful opportunities for brands to showcase their products, connect with prospects and customers, and strengthen industry presence. But with tens of thousands of exhibitors competing for attention, success isn’t guaranteed. During our recent webinar, From Booth to Buzz: How to Maximize Trade Show ROI with Smart Tech and Strategic PR, Glenn Frates, VP at PR Newswire, talked with Brett Glatfelter, VP at Map Your Show, and Erienne Muldoon, Channel Partner Success Manager at PR Newswire, to share best practices on how to turn a booth into buzz—and ultimately ROI.

Here are the key takeaways:

Pre-Show Preparation is Everything

Three out of four attendees decide which booths to visit before arriving at a trade show. That means the work you do in advance may be the biggest driver of ROI.

Best practices include:

  • Create early buzz: Launch your first announcement 4–6 weeks out with a subsequent push 1-3 weeks before the show. Share press releases, booth details and teaser content through PR channels and social media.
  • Leverage show-provided tools: Many organizers offer exhibitor dashboards, attendee planning apps and customer invite programs. Use them to ensure your booth makes the attendee’s must-see list.
  • Use visual wayfinding: Don’t just share your booth number—post a map link or visual floor plan on social channels so attendees can easily find you.
  • Coordinate with organizers: Ask when registration spikes. Align your editorial calendar and press release distribution with that attendee planning window.

Erienne summed it up well: “If you build it, they will come is not a sound strategy for events. You’re investing so much in being at the show—you can’t leave it to chance.”

Stand Out on the Show Floor

Once the show begins, the small details make the biggest difference. Do’s and Don’ts for booth staff:

  • Do stand in front of your booth, greet people, and smile.
  • Don’t sit on your phone or laptop—be approachable.
  • Do swap shoes daily (a trade show insider tip to stay energized).
  • Don’t assume attendees will find you without effort. Make it easy.

Competing with bigger brands? Focus on:

  • Media visibility: Share your plans with the event’s press team. Journalists often ask organizers for recommendations on trends, the hottest products and which booths align with their beat.
  • Engagement, not expense: Interactivity, personalized demos and unique giveaways (even something as simple as custom mints) create memorable impressions.
  • Event apps & push notifications: Many shows allow exhibitors to send sponsored updates.

    Brett shared one example: “At a construction trade show, an exhibitor sent a push notification about free beer at their booth. I thought there was an emergency because everyone started migrating across the floor at once!”

Post-Show Amplification and Analysis

The trade show doesn’t end when the floor closes. Post-show actions often determine whether leads turn into revenue. Post-show best practices include:

  • Leverage the event’s name in your press releases for discoverability.
  • Repurpose your content: Use Multichannel AmplificationTM to share videos, blogs, photos and booth highlights across PR and social channels.
  • Celebrate wins: Announce awards, milestones or product launches that happened at the show.
  • Follow up personally: Avoid blanket emails. Tailor outreach based on attendee conversations and pain points. Some exhibitors even send personalized swag afterward, like tumblers with a lead’s name engraved, to reinforce the connection.
  • Measure and adjust: Review data on leads, media coverage and engagement. Use those insights to refine your strategy for the next event.

Why Sponsorship Matters in the Age of AI Search

Trade show sponsorships extend your brand far beyond the booth. They build authority signals that AI-driven search tools recognize, helping your brand surface in LLM answers and online discovery. Sponsorships amplify visibility and increase long-term discoverability through press releases, media mentions, event coverage and digital channels, ensuring you stay relevant, discoverable, and top-of-mind with customers long after the event.

Final Thought: Whether you’re a household name like LG or a smaller brand in a crowded hall, the formula for trade show success is consistent: prepare early, engage actively and amplify afterward. By treating trade shows not as isolated events but as part of a year-round marketing strategy, brands can transform a booth into meaningful buzz—and measurable ROI.

If you would like to learn more about how PR Newswire can help you elevate your trade show strategy, talk to an expert today.

FAQs:

1: Why is pre-show preparation so critical?

Brett emphasized: “Three out of four attendees have already decided which exhibitors they are going to see before they get to the show. That’s why pre-show marketing is absolutely essential.”

  • Announce your presence 4–6 weeks out with press releases, teasers, and booth details. 1-3 weeks out, do another push to ensure you’re top-of-mind and attendees have time to add you to their must-see list.
  • Review the resources available to you from the event organizer. Leverage exhibitor dashboards, attendee planning apps and customer invite programs.
  • Share a floor plan or map link so attendees know exactly where to find you.
  • Coordinate with organizers to align your marketing with registration spikes.

2. How can my booth stand out on the show floor?

  • Offer small but memorable giveaways.
  • Use event apps and push notifications.
  • Work with the event press team to get your booth on journalists’ radar.

3: What should I do after the show ends?

The event doesn’t stop when the doors close—post-show amplification is key.

  • Include the event name in your press releases for discoverability.
    • Post-show press release topics include: highlights, award wins, or something that wasn’t ready for the show.
  • Share videos, photos and highlights across social and PR channels.
  • Celebrate wins—whether awards, product launches or major demos.
  • Follow up personally, not with blanket emails.
  • Review your data on leads, media hits and engagement to refine future strategies.

4. How can trade show sponsorships help my brand in the era of AI and LLM search?

Sponsorships are no longer just about visibility on the show floor—they’re about strengthening your digital footprint in a world where AI-driven search (LLMs) increasingly determines how people discover brands. By sponsoring, your brand gains:

  • Authority signals that boost credibility and increase the chances of being surfaced in LLM answers.
  • Extended visibility across press releases, media coverage and event directories—all content that feeds into AI and search engines.
  • Cross-channel engagement that ensures your brand remains relevant to customers, prospect, and media—both during and long after the show.

Final Thought: Whether you’re a household name like LG or a smaller brand in a crowded hall, following this formula ensures your booth turns into meaningful buzz—and measurable ROI.

For the full conversation, watch the on-demand webinar: Watch Now!
From Booth to Buzz: Maximizing Trade Show ROI with Smart Tech and Strategic PR | PR Newswire