Targeted leather trade show marketing yields the best return on the investment of time and money spent on the event. Your primary goal for exhibiting at a trade show is to sell your products or services. Secondary goals may include networking with other professionals in your industry and learning what your competition is doing.

Leather trade shows draw representatives from all aspects of the leather industry, such as raw hide and skin suppliers, tanners of bovine and exotic leathers, manufacturers of upholstery leather, manufacturers of synthetic leathers, manufacturers and distributors of leather dyes, chemicals, tanning and shoe fabrication machinery, computer hardware and CAD/CAM software, and regulatory agency representatives who inspect and certify raw and finished goods. Leather trade show marketing must also be directed toward the leather industry off-shoots such as garment and shoe industries, luggage manufactures and makers of fashion accessories such as purses, belts and wallets.

1. Bring in experienced professionals to deliver a successful leather trade show marketing plan.

2. Choose shows that yield the highest return on your leather tradeshow marketing investment.

3. Attract the most leather trade show traffic with targeted leather tradeshow marketing.

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

Team up with an experienced public relations firm to handle the leather 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: Coyne Public Relations focuses on results-oriented strategies that begin with the end in mind and map directly back to your marketing objectives. Their experience with trade shows, fashion, retail and more make them prime candidates for your marketing partner. Janine Gordon Associates specializes in business-to-business promotions, tie-ins, contests and media advertising for the fashion, home furnishings, sporting goods and packaged goods industries.

Target your leather trade show marketing

Find the shows that yield the most leather trade show sales for the highest return on your leather tradeshow marketing investment. Focus on trade shows that attract a large segment of your target audience. 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: Plan to exhibit at Le Cuir A Paris, the premiere, annual international leather industry trade show featuring manufacturers and distributors, designers and artists from every corner of the international leather industry. Get your company's name and logo in Leather International Magazine, a global publication that promotes industry events and trade show information.

Include leather trade shows promotions and giveaways in your marketing strategy

Use leather trade shows advertising before the event along with leather tradeshow giveaways and leather tradeshow promotions during the event to keep your product and company name in front of your target audience long after the show is over.

I recommend: Consider imprinted leather key chains and book marks from Leathersmith Designs as leather trade show giveaways. Make a huge impact with a cash cube money machine as part of your promotional giveaway. MoneyMachineStore.com rents the cash cubes where potential clients can step in and grab as much of the cash flying around them as possible.

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 leather tradeshow promotions, a booth and booth accessories. Know the permissible exhibition parameters of your venue before you waste time and money on exhibits that aren't allowed on the floor.