Strategically Leveraging Trade Fairs – Before, During, and After the Event

Trade fair marketing for industrial companies does not end at the exhibition stand. A consistent content strategy is crucial. As a specialized marketing agency for industrial companies, our marketing agency develops holistic trade fair and content marketing strategies that are effective before, during, and after the trade fair – and deliver measurable results.

Before the Trade Fair: Building Awareness and Generating Interest

A successful trade fair presence begins long before the first day of the event. Weeks in advance, industrial companies should specifically draw their target audience’s attention to innovations, products, and highlights.

Suitable measures in trade fair marketing for industrial companies include:

• targeted email marketing campaigns
• social media posts announcing product innovations
• landing pages with appointment scheduling or value-added content

This generates early interest and guides qualified visitors directly to the exhibition stand.

During the Trade Fair: Increasing Reach with Live Content

During the trade fair, the goal is to achieve maximum visibility – even beyond the exhibition stand. Live content plays a central role in modern content marketing for the industry.

Recommended formats include:

• live updates and trade fair highlights
• videos and short clips
• interviews with product developers, experts, or managing directors

By publishing on your website, LinkedIn, and other social media channels, you can reach potential customers who are not on-site and significantly increase the reach of your trade fair presence.

After the Trade Fair: Lead Nurturing and Sustainable Relationship Management

The most important part of trade fair marketing begins after the event. A structured follow-up process is crucial for lead generation in B2B marketing. After the trade fair, collected contacts should be specifically developed further – for example, through:

• whitepapers and specialist articles
• webinars
• personalized emails

Thinking Strategically About Trade Fair Marketing

RSB Design supports industrial companies in analyzing their trade fair experiences based on data and continuously optimizing them. Whether it’s target audience engagement, product presentation, or networking – we develop a long-term trade fair and marketing strategy with you that continues to work for your company even after the event.