Human resources trade show marketing yields the best return on the investment of time and money spent on a targeted HR industry event. Participate in trade shows because you want to sell your product or service. HR trade shows bring manufacturers together with wholesale distributors and bulk purchasers, giving each a chance to network with the other, negotiate prices and service contracts, place orders and establish mutually beneficial long-term business relationships.

A clear understanding of why you want to exhibit at a particular trade show paves the way for your targeted human resources trade show marketing. Prepare to create new business relationships by marketing to your target audience before the trade show. Cement new relationships and sales with human resources tradeshow follow-up after the show.

1. Bring in experienced professionals to develop and deliver your trade show marketing strategy.

2. Attract the most human resources trade show traffic with targeted human resources tradeshow marketing.

3. Invest in human resources tradeshow promotions and giveaways.

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

Team up with an experienced public relations firm to handle the human resources 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: Maisberger and The Devon Group specialize in trade show and other marketing for HR services firms. Praxis Communications is an experienced firm at marketing for before, during and after trade shows. Qorvis Communications reprens

Target your human resources trade show marketing

Find the shows that yield the most human resources trade show sales for the highest return on your human resources trade show marketing investment by focusing on trade shows that attract a large segment of your target audience. Look to well-known industry magazines for advertising opportunities to get your name in front of potential clients and even to let them know when you'll be at a specific trade show.

I recommend: Plan to exhibit at the Human Resource Management Conference and Exposition, the annual tradeshow for every manner of human resources industry professionals. Keep an eye on trade journals such as the HR Marketer for up coming trade show information and advertisements.

Include human resources trade shows advertising, promotions and giveaways in your marketing strategy

Using human resources tradeshows advertising before the event, human resources tradeshow giveaways and human resources tradeshow promotions during the event as part of your advertising strategy keeps your company or product name in front of your target audience long after the show is over.

I recommend: Consider a drawing for a one year membership in the Society for Human Resource Management as a human resources trade show promotions giveaway. Interactive Concepts drives traffic to your booth with attention grabbing, interactive promotional opportunities such as the 3-D photo booth and green screen photo ops that your sales leads are sure to remember long after the show is over.

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 human resources trade show promotions, a 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.