You've got a cool booth and a great company, so why do you need entertainment trade show marketing? The reason your business participates in a trade show is to show off what you've got. Whether your company specializes in film production, artist management or one of the many other entertainment industry niches, marketing your trade show presence is a must if you want you want to get the most out of your trade show experience.

The right entertainment trade shows advertising will drive traffic to your booth, exhibit or presentation. Plan a complete campaign, starting before the show and ending with an entertainment tradeshow follow-up after the close. As you prepare your entertainment trade show marketing plan and budget, do the following things:

1. Include entertainment trade show promotions, mail and e-mail blasts, and other "attractions" in your marketing plan.

2. Brand your entertainment tradeshow giveaways so people have your company's name in front of them away from the show.

3. Staff your booth, exhibit or presentation session with enough people to handle the entertainment trade show traffic.

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

Hire PR firms that specialize in entertainment tradeshow marketing

When you want to get the most out of your trade show participation or sponsorship, it makes sense to go to a company that specializes in the entertainment industry.

I recommend: Costa Communications focuses solely on marketing and PR for the entertainment industry. It has worked promotions for numerous industry events including the Hollywood Reporter Film & TV Music Conference. Perception Public Relations has the know-how to handle all aspects of your trade show marketing plan. It has worked with major film studios as well as the Visual Effects Society Festival.

Focus your entertainment tradeshows advertising on industry specific publications

From digital special effects to the latest in live entertainment management, there is a trade publication that specializes in your business's line of work. Focus on publications that will be sponsoring or present at the trade show that you plan to attend.

I recommend: Get advertising rates for Locations Magazine at the Association of Film Commissioners International website. Download the media kit from industry stalwart Variety and note which issues will focus on industry trade shows. Learn the rates and specs for advertising with Video Age International.

Consult trade show operators to increase entertainment trade show traffic to your booth

To get the most out of your investments of time and money, develop a detailed marketing plan. Cover the range of customer contacts, from pre-show invitations to after-show thank you cards. Get useful tips and tools from the entertainment trade show that you plan to visit or sponsor.

I recommend: ShoWest offers a host of promotional opportunities for before, during and after the show, including entertainment tradeshow promotions. The Hollywood Reporter Film & TV Music Conference offers both sponsorship and promotional item opportunities.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Another great way to increase your entertainment trade show marketing is to join industry associations. Not only can membership get you discounts on trade show participation, but it often comes with free advertising in industry publications.