Estimated reading time: 3 minutes

The Marketing Minute: Trade Shows—The Investment That Keeps on Giving

Think trade shows are only about shaking hands, swapping electronic business cards, and collecting an alarming number of free pens? Think again. In the electronics industry, trade shows are marketing goldmines that can supercharge your brand—before, during, and long after the event ends. It’s more than just showing up; it’s about showing off (strategically, of course).

Before the Show: Build the Buzz
Start planting seeds early. Use social media and email campaigns to connect with attendees, industry insiders, and even those who wish they could attend. Tease your booth highlights, share sneak peeks of your latest innovations, and schedule meetings in advance. Companies that use social media teasers report a 20% increase in lead generation at trade shows, and 45% of marketers say social media has helped them acquire new customers at trade shows.

The goal: Teaser campaigns can improve brand recall by 50%. When visitors hit the show floor, you want them looking for you. Think of your pre-show efforts like dropping high-tech breadcrumbs.

During the Show: Be the Main Event
This is your spotlight moment! Capture content*—photos, videos, quick interviews, and live updates. Showcase the energy of your booth, the cool tech you’re featuring, and the awesome people you meet. Don’t just rely on foot traffic; bring the energy online while you’re at the show to reach those who couldn’t attend. 

I recommend one to two feed posts daily on Instagram, X, Facebook, and LinkedIn. I also suggest four to seven Instagram Stories every day. 

Pro tip: Spontaneous videos often connect better than perfectly polished ones. Consumers value authenticity, so show some personality. In fact, live videos receive 10 times more comments than pre-recorded videos, indicating higher viewer engagement and interaction.

After the Show: Keep the Momentum Going
Here’s where the real magic happens. Repurpose all that content into social posts, blogs, and emails. Share show highlights, behind-the-scenes moments, and even those quirky, candid shots that reveal the human side of your brand. Follow up on leads, give shout-outs to new connections, and keep your brand at the top of your mind.

For social media, hit it hard in the week after the show. Create three to five Instagram posts, one or two tweets on X per day, and two to three posts on LinkedIn and Facebook. Sharing user-content from the event can increase user engagement by 28%, and a whopping 80% of attendees appreciate post-event content that recaps the event.

Case Study
I-Connect007 uses a variety of unique pre-, during, and post-show strategies to help trade show sponsors receive big dividends in brand recognition and visibility, thought leadership, and heightened publicity.

Blackfox, a long-time advertising partner, sponsored the first-ever Real Time with… video event when video content was rare in the industry. They saw the value in generating buzz to stand out on a crowded show floor. The content created before, during, and after the event boosted brand awareness and helped potential customers connect with their story beyond traditional ads or website content.

"We have been a consistent sponsor of Real Time with… for over 20 years because it offers us a unique marketing opportunity to increase our visibility at top industry events,” says Sharon Montana-Beard, vice president of international and strategic sales at Blackfox. "When combined with our annual marketing package, we see results that promote us all year long."

Make Some Noise
Trade shows aren’t a one-and-done event. They're just the spark that fuels your marketing engine all year long. So, get out there, make some noise, and let your brand shine.

*Going to IPC APEX EXPO? Reach out to me and I’ll come by your booth and take pictures at the show for our exclusive photo gallery.

Brittany Martin is the digital marketing manager for I-Connect007.