How to promote companies exhibiting for the first time

Introducing new exhibitors to an event can create buzz, encourage repeat attendance, attract new visitors, and help position the show as a go-to source for product discovery.

Want a way to leverage new exhibitors, whether they’re startups or established brands, to your event? Make sure your promotion strategy includes:

Kimberly Hardcastle Geddes

location, location, location

Long gone are the days of placing new exhibitors in the “start-up” area in the back corner of the exhibition hall. Attendees want to discover products and companies they have never seen before, which means new companies need to be easy to find. Give a dedicated area an attractive name, such as Innovation Alley at the Car Wash™ or Eureka Park at CES, and incorporate it into pre-show promotions to increase on-site recognition.

Also consider catering to younger companies who may not have the budget for an elaborate booth layout by providing a great looking turnkey solution in the field to help create a vibrant and engaging space that makes attendees more likely to stop, engage and Remember to see fresh brands.

experience, experience, experience

Planning events and special events and listing them along with the venue name in event promotions can go a long way toward driving traffic from new exhibitors. Beer streaming, premium coffee stations, and even free educational classes can make the area more than just another space in a showroom but a destination. These additional activities give attendees a reason to visit and increase the time they spend there, meaning exhibitors have more opportunities to make meaningful connections.

This is also a great opportunity to get creative and differentiate your event from competing shows. For example, IEEE PES hosts a pitch competition at its Mesh Edge Technology Conference & Expo, where startups give five-minute presentations in front of attendees to a panel of judges. Not only does this help attendees discover new companies and draw them to specific areas of the show floor, but it also lowers the barrier to entry for brands that lack the budget for a full-scale booth setup. Initiatives like awarding large checks to winners help create a memorable experience.

publicity, publicity, publicity

Freeman’s Winter 2024 research found that nearly nine in 10 attendees (87%) ranked “opportunity to discover new products/solutions” as the top factor influencing their attendance at a live event. But today’s audience wants more than vague “new product” promises. In marketing, drive home the value of visiting new exhibitor areas with specific details about who is there and what types of solutions attendees will find. Animated ads featuring new exhibitor logos, industry trend emails related to trade show solutions, and similar tactics provide credibility and emphasize the value of the overall event experience.

Evolution, evolution, evolution

The key to promoting the “What’s New” area at your event is to keep it fresh. It’s difficult to demonstrate that an event is truly committed to innovation if the products and dedicated space available to new exhibitors remain unchanged over the years. Whether adding new events, changing layouts, updating pricing and exhibit options or changing promotional strategies, an evolving experience is critical to continued success.

Kimberly Hardcastle-Geddes is the company’s president and chief marketing strategist millennium development goalsA Freeman Company, a full-service marketing and public relations firm specializing in B2B events.

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