How To Commandeer a Trade Show: 4 Tips

Here’s a typical scenario faced by many young companies: You want to raise awareness of your company at an upcoming industry trade show, but you don’t have much money to spend. You know that participating in the tradeshow is the most effective option, but you can afford neither the high cost of booth space nor the booth needed to fill it.  Nonetheless, it is critical for your young company to join the fray and get in front of potential customers, partners and investors. So, what can be done?

In this situation, guerilla marketing can be a great strategy. All it takes is creativity and the ability to pull a stunt or two. No problem, right? Let’s get going.

1.    Understand the geography

Before the show, visit the main venues and surrounding hotels.  Figure out where people will walk, pick up buses, catch cabs, have lunch and meet for drinks. You’re trying to find the best locations for maximum visibility.

During this initial reconnaissance, make friends.  Meet the bell captain in the hotels that are nearby but aren’t part of the official show, say hello to the head of housekeeping and talk with the bar staff at local watering holes.  These folks are integral players in the guerilla marketing game and can often make or break your campaign.

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