Metalworking 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 metalworking products and services 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.

Targeted metalworking 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.

1. Bring in experienced professionals to develop and implement your metalworking tradeshow marketing plan.

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

3. Invest in metalworking 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 to handle the metalworking 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: Padilla Speer Beardsley's business-to-consumer marketing team develops action-oriented plans to get your company noticed at metalworking trade shows. The Quell Group works with manufacturing and metalworking companies to market their products and services to all relevant constituents at trade shows and beyond.

Target your metalworking trade show marketing

Find the shows that yield the most metalworking trade show sales for the highest return on your metalworking tradeshow marketing investment by focusing on 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 the FABTECH International & AWS Welding Show, the annual event for the metalworking, fabricating and welding industries. FABTECH averages more than 1,000 exhibitors and 500 new products annually. Subscribe to and advertise in American Machinist, the paramount publication for the metalworking industry.

Include metalworking trade shows promotions and giveaways in your marketing strategy

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

I recommend: Promote your metalworking product to its best advantage using Beauregard Exhibits (BE). Made specifically for the display of metalwork, BE's custom displays add to your product's appeal while allowing people to view each item from almost any angle. Adco Marketing supplies useful, custom printed metalworking trade show promotions and metalworking tradeshow giveaways such as pens, umbrellas, tote bags and padfolios to give visitors to your booth and help them remember your product.

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 metalworking 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.