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6 Key Tips for Engaging Leads Pre- and Post-Event

In the realm of trade shows, the key to success lies not just in your performance during the event but also in the preparation beforehand and the follow-up afterward. This holistic strategy can elevate your trade show experience from a simple exhibit to a catalyst for sustained growth, partnerships, and tangible results.

The significance of both pre and post-trade show marketing cannot be overstated. Neglecting these crucial phases is like throwing a grand party but forgetting to invite guests or follow up with them afterward. Don’t be that host. Here are some effective strategies to enhance your engagement before and after the show:

Pre-Show Engagement Strategies

1. Identify Your Ideal Pre-Show Cadence

Begin your marketing efforts early, ideally about four weeks before the event. Tailor your messages to be relevant and engaging to your audience’s interests and needs.

2. Create Compelling Content

Incorporate blog posts, email campaigns, and social media updates into your pre-show marketing strategy. Informative blog posts can drive interest and traffic, while biweekly email campaigns will keep your audience engaged and informed.

3. Leverage Social Media and Videos

Utilize platforms like LinkedIn and X (formerly Twitter) for real-time updates and engaging videos. Daily posts can sustain the buzz around your trade show activities.

Post-Show Engagement Strategies

4. Personalize Your Follow-Ups

Make your follow-ups personal and memorable. Tools like Loom can help you send personalized thank-you videos, referencing specific conversations or experiences from the event. This personal touch can turn brief encounters into meaningful follow-up meetings.

5. Extend Your Content Strategy

Continue your content efforts post-show by sharing follow-up blog posts about the event, inviting contacts to webinars, and encouraging them to join your mailing list. Tailored engagement, such as exclusive whitepapers or niche webinars, can demonstrate your value to potential leads.

6. Measure and Analyze Your Efforts

Use customer relationship management (CRM) tools to track interactions and update leads post-event. Metrics such as referral traffic, social media engagement, and booked meetings are crucial for understanding the impact of your trade show marketing and refining future strategies. Remember, establishing a solid connection often takes time, so monitor early indicators to ensure your event investment pays off in the long run.

Crafting a Holistic Strategy

Trade show marketing is a dynamic process, with each event providing new insights to refine your approach. By investing in attendee data, you can strategically and authentically engage your audience. Begin by understanding their preferences and needs. While many brands focus on setting up meetings at the conference, stand out with an event-specific content marketing strategy.

Additionally, you can also collaborate with industry influencers, bloggers, or other exhibitors. Co-creating content, such as joint blog posts or interviews, can offer fresh insights and added value to your audience. Connecting pre-event content with live experiences can draw more attendees to your booth or event, proving that two aligned brand audiences are better than one.

Your trade show success relies on a comprehensive marketing strategy encompassing both pre- and post-event efforts. ULTRATEND can meticulously plan your content, collaborate with the right partners, and adopt a data-driven approach, which can significantly enhance your trade show marketing. Remember, your content is not just a marketing tool but a bridge between your brand and your audience and we are here to ensure that it is well-crafted and tailored to meet their needs. Reach out now for a free consultation at +44 20 3807 9480 or mail us at to drop your query today!

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