Trade Show Marketing Musts for Modern Manufacturers


When it comes to manufacturing, there are specifics that apply to trade shows and other events that make all the difference in the number of sales leads you generate. Here are some industry-focused ways you can make your booth the go-to place in the show.

Bring Products, But Not Too Many

You should bring a few of your best products with you, but don’t bring all of them. Think about it from the prospect’s perspective. If you do happen to sell a lot of things, great. But, your booth shouldn’t look like a flea market. It should be focused on just a few things.

If you have 3 or 4 top sellers, bring them, and make sure they stand out in the crowd of booths.

Demo Your Products

Demoing your product is the best way to get people to buy from you. Let’s say you want to demonstrate hinges by Midlake Products. You could involve the customer in the stages of production, show how they work on real products, and invite booth visitors to handle some of those finished products, if possible.

Demonstrate how your product saves time, money, or both. Also, show how your product is relevant to a prospect.

Bring Non-Sales Reps

Yes, you should bring sales reps with you to a trade show or event. Everyone knows that. But, you should also bring engineers, HR, and non-sales people that can explain more about your products, services, and the company’s culture. People want to know this stuff too. It’s not just about products or services anymore. It’s about service after the fact. People want to know that you won’t just sell them something and leave them hanging out to dry.

So, if you have customer support and service personnel, bring them along and walk them through a typical customer service issue or call. Let them know that you’re there for them after the sale.

Support Large Products

Support larger products by putting them next to kiosks. Large products often sit on the floor. But, you still need exhibit components, like hanging signs and towers that define your booth space and maybe even physically support it. Larger products do well when they sit on the ground and are paired with a kiosk that explains the main features and benefits of the product. That way, people can read at their leisure and then ask for more information if and when they are ready.

Applify Small Products

Small products are, well, small. Support them with large-scale graphics or an enlarged exploded model of the interior parts so that people can see how it all works.

You could also film a demo and then show it on a large monitor so that people can more easily see smaller parts and how the product looks in action.

Tell A Story About Your Company

Don’t be afraid to tell your company’s story. have someone on-hand that can tell how your company started, where it is now, and where it’s going in the future. This ties into the long-term view that customers tend to have when they buy something. They want to know that a company will be around later when it counts.

Offer Promotions and Giveaways

These things always work. When you give away free coupons for food or even a free trial for your product or service, you make it easier for people to like and trust you. That trust can turn into a sale.

Julie Shrum has worked at Midlake since 1996. The sales manager, she works alongside her sales team to create an exceptional customer experience. She has accumulated much knowledge on the new applications for sheet metal and hinges over the years. Julie loves sharing her know-how on business.


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