Military trade show marketing takes a different tact than the usual due to a different audience. Military trade show marketing is less about flash and more about results. Military customers require products whose failure can have life or death consequences due to their use on the battlefield. Therefore, the marketing must have a detail-oriented description of how your product or service directly benefits or improves upon the current military situation.

Generating military trade show traffic is delicate balance between results and, in military parlance, "shock and awe". You need to be able to show that your product or service goes beyond the traditional military trade show promotions and benefits troops in the trenches as well. Before you decide on a military trade show marketing tactic, there are few items that deserve consideration:

1. Contact a military trade show sales representative about sponsorship and marketing information.

2. Select the proper military trade show giveaways that will market your product or service.

3. Hire a consultant that understands military trade shows advertising and marketing.

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

Call a military trade show promotions representative

Military trade shows often offer alternate means of marketing such as sponsorship or guest speaker opportunities for your company. These opportunities go beyond the traditional exhibits and giveaways.

I recommend: Request military trade show marketing information, from the KMI Media Group to promote your company’s product or service to the government. Contact a representative of the Military and Aerospace Electronics Forum for marketing information.

Choose giveaways that have a military trade show marketing theme

Unlike other trade shows, military trade shows require a unique approach to giveaways and promotions to help spread the word about your product or service. Giveaway with a patriotic or athletic theme are two excellent forms of giveaways for military trade shows.

I recommend: Examine the promotional items available at Motivators.com that have a military style theme. View the alternative military trade show giveaways at Best Promotions for options to promote your company's product.

Employ a military trade show marketing expert

With the military audience being such a deviation from a normal trade show crowd, it is prudent to seek the guidance of professionals that operate within this industry.

I recommend: Speak to the military tradeshows advertising experts at Alloy Marketing about services or advice. Contact the marketing professionals at Global Military Marketing about the services that they offer.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Despite the fact that military tradeshow marketing, is different from your normal trade show. Remember that they are people that will respond to a personal touch. Make a personal connection with your marketing efforts and the business will soon follow.
• •  Remember to conduct prompt military tradeshow follow-up calls after obtaining contact information from potential customers. The longer you wait, the more time can erase the memory of your marketing efforts will fade.