Air conditioning trade show marketing makes the most of the time and money your company invests in trade show appearances and exhibits. Launch new products and build relationships with potential purchasers of your A/C systems and components while at the show. Prepare for that relationship by marketing to your target audience before the show and cement the relationship and the sales with follow-up after show marketing.

Divide the marketing budget into pre-show, during the show and after-show line items. Take into consideration all the following market niches when developing the marketing plan: contractors, A/C mechanical professionals, building and construction, architects and consulting engineers, distributors and wholesale resellers, manufacturers of ancillary equipment and their reps. And don't forget the import/export clientele if your market extends overseas. Any trade publications dedicated to the above air conditioning market categories must also be considered.

1. Bring in experienced professionals to develop and protect your air conditioning tradeshow marketing investment.

2. Attract the most air conditioning trade show traffic with targeted air conditioning tradeshow marketing.

3. Invest in air conditioning tradeshows promotions and giveaways.

Action Steps
The best contacts and resources to help you get it done

Team up with an experienced public relations firm handle the air conditioning trade show marketing

Put your money to its best use and let marketing experts guide your marketing plan. Let their creative teams construct a plan to help your company stand out among your peers and rise above the competition at the trade show.

I recommend: H + A International's clients include the AHR Expo, the world's largest HVAC&R exposition. They use a mixture of marketing strategies to include publicity, direct mail, advertising and special events to achieve your marketing goals. If you prefer a more hands-on approach, use the HVAC-specific marketing PowerPack from Hudson, Ink, which includes a manual about marketing for an air conditioning trade show.

Target your air conditioning trade show marketing

Find the shows that yield the most air conditioning trade show sales for the highest return on your air conditioning tradeshow marketing investment. Advertise in well-known industry magazines to get your name out there and to let potential clients know when you'll be at specific trade shows.

I recommend: Become an exhibitor at the AHR Expo, the annual, international trade show featuring systems, system components, equipment and technology for the air conditioning, refrigeration, heating and ventilation industry. Advertise in HPAC Engineering, an industry magazine that also sponsors air conditioning trade shows.

Include air conditioning tradeshows advertising, promotions and giveaways in your marketing strategy

Use air conditioning tradeshow giveaways and air conditioning tradeshow promotions as part of your advertising strategy to keep your name in front of your target audience long after the show is over.

I recommend: Provide show attendees the opportunity to enter the latest Mobile Air Conditioning Society (MACS) Worldwide promotional giveaway. MACS air conditioning trade show giveaways grand prize is usually a late model vehicle. For smaller, more immediate giveaways try Logo-Lites' promotional, customized items that light up with attention grabbing LED displays, such as promotional pens, key chains and magnets.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Make sure you research your trade show venue thoroughly before you finalize your choice of air conditioning trade show promotions, booth and booth accessories. Most venues have a maximum booth size you must comply with, and some venues, such as the Las Vegas Convention Center, have strict booth lighting restrictions. Know the permissible exhibition parameters of your venue before you waste time and money on exhibits that aren't allowed on the floor.