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Trade Shows are DEAD! (Or, are they?...)

Ace Luciano • April 13, 2022

You can not only gain new customers, but absolutely KILL your competitors by following this advice... 

Celebrity Booth Appearance | Ace Luciano | Trade Show Marketing  | Craig Boddington
  No, trade shows certainly aren't "dead," but most of the marketing departments for companies in the gun world sure act like they are. If their campaigns aren't on life-support, then they act like ZOMBIES, grunting, "UUhhhhhh...send more emails." 
"Uuuhhhhh...we don't need to market" 
"Uuuhhhhh...we're sold out of inventory for 18 months..." 
"Uuuhhhhh...BOOTH BABES!" (Actually, those still work- if you find ones that are intelligent. I met 3 at this year's SHOT Show." 

So, what makes ACE Public Relations qualified to give advice here? 
Over the past 20 years, we've attended, executed, and planned for THOUSANDS of shows and events.  

We've seen good and bad. We've seen things work and things FAIL MISERABLY. 

This information can be very valuable for future shows, and the good news is that they are easy enough to implement that there's really no excuse (except for the typical, "but my business is DIFFERENT," or "we don't have the budget," or "we thought about that but didn't think it would work...") to not do it.  

10 Tips for Trade Show Success

1. As in ALL real estate, what really matters in LOCATION, LOCATION, LOCATION. 
Where your booth is can be more important that what is in your booth. Try and choose a location that is near high traffic areas- the entrance, the presentation space… even near the restrooms are better than being on a middle of the outside row. (Avoid those unless it’s your only option.)

2. Buy and get access to any possible list of attendees prior to the event. 
Those lists with contact information are well worth any money spent. You’ll need this list to “pre-market” your presence at the show. From this list, make your “Hit List.” This can be 10-20 or so people that you would happily attend the show if you only saw two of them. If you can’t get a list, you’ll have to work a little harder by contacting, at a minimum, your top prospects in your field to find out if they will be attending- then put them into the marketing plan. 

3. Start marketing before, but not more than 2-2.5 weeks before, the trade show. 
You want them to know you are there, that you know who they are, and that you want/expect to see them there. This is enough time to catch their attention, but not enough time for them to forget about you. 

4. Limit yourself to something interesting and attention-getting, 
...and only send one of them per week- which brings us to the next tip…

5. DON’T Overwhelm Them with communication. 
SHOT Show and NRA are both notorious for this- as are a handful of companies and independent marketing agencies.
Once a week is good. Twice a week is better. 3 times or more is TOO MUCH and a great way to make them not only not visit you, but to possibly avoid you in the future. 

6. Avoid “burning your list” by using multiple methods of communication to reach your prospect. 
Don’t - and I mean DON’T- ever use only "email" as your way to solicit attendees. 
If you send "generic" emails multiple times over a short period, some email servers will automatically flag you as spam, which is very hard to undo after it’s done.
You might not even know your emails aren’t getting through.
Send them a piece of “lumpy mail” in a padded envelope or a FedEx.
Never send a plain envelope for these correspondences, as they will typically be opened by someone else or thrown out. Make sure every one is HAND ADDRESSED in ink. Several days before the show, make 20 phone calls. If you don’t reach them the first time, call again. As a last resort, leave them a message that you have something for them at the booth. If you are restricted as to what you can give, make up a nice packet of your promotional materials in a high-quality, full-sized envelope. 
I'm shocked at how lazy most companies in the gun world are these days- they send an email a day for a week and think that's actually EFFECTIVE. 

7. Always have an event/hospitality suite/gathering off-site but near enough to the event that it’s easy to get to. 
Everybody loves a party. 
Make it classy. A nice dinner or a hospitality suite with an open bar are a good start. A celebrity speaker or attendee can help a LOT. Fun places like "Top Golf" or a local range to test out products are great choices. This past SHOT, we attended an event at the Palmyra Mansion, The Paris Resort, Top Golf and others. 

8. Give your prospects an overwhelming and compelling reason to come and see you. 
This goes for all your communications, your interactions, and your time on the floor. If you have promotional items, make them high-quality. If you can't give everyone something nice, at least have enough to give to your top 30% or so prospects, customers and MEDIA (yes, MEDIA.) Have a contest, a speaker/celebrity, or a unique experience or contest at your booth in order to draw attention. Make it fun. 
I once saw a company that had a putting green contest with some awesome prizes that went on for the duration of the show. They had a “Leaderboard” and held wacky “interviews” that they ran on video with some basic (and funny) editing, people would gather around and watch, laugh and engage. 
You might laugh at that, but they made money. 
Most companies, and especially the larger ones, MISSED A HUGE OPPORTUNITY at the 2022 SHOT Show. 
If ever there was a time to do something BIG, that was it. Rather than buy only cheap giveaways, you could have doubled your spend and ordered half as much. There was a distinct lack of swag this year, and, quite frankly, whomever came up with that bright idea should be FIRED. If it was you or you own the company, be better. 
Booth Babes | Trade Show Marketing | Ace Luciano | Ace Public Relations
Free Tattoos | Ace Luciano | Trade Show Marketing | Trade Show Success

9. Design your booth for optimum space and flow. 

People in the booth bring more people to the booth, as they are curious as to what is going on there. That being said, a bigger booth is almost always better than a smaller one. Don’t block the booth with a table. Don’t divide it so that people have to go out to see all of it. Make the carpet a dark or light color that matches the aisle. The division between a light and dark carpet line can have a psychological effect on people to not want to come to “your territory” and stay in theirs. Encourage socialization in your booth and meet in a separate area. 

10. Have fun, but behave in the booth. 

Everyone on your team should be dressed professionally (you are, after all, there to do business) as it is always better to be OVER rather than “under”-dressed. Make sure that you are always aware of what is going on near, in, and outside the booth. There are 51 OTHER weeks for you to party so hard that you're hung over the next day. Your trade show isn't the time for that. (that is, if you want to make money). If you are checking emails, looking at your phone, etc., make sure you glance up every few seconds so that you don’t miss an opportunity to see a prospect. 


You owe it to yourself to make the most of the money you spend. It's worth it to spend a little more to DO IT RIGHT! 


We're here to help if you need it. New Paragraph

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