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How to Keep the Trade Show Buzz Rolling Before, During and After the Show
Exhibiting at a trade show is a serious investment. Between the booth, travel, staffing, and prep time, the costs add up fast. So if you're going to show up, you might as well make sure people know you're there.
The good news? A smart content strategy can stretch your trade show ROI well beyond the event itself.
Blogging, social media, and video content work together to generate visibility at every stage of the show. When done right, they drive booth traffic, support lead follow-up, and help your brand show up in search results long after the event ends.
At Ace Displays, we work with exhibitors across industries and booth sizes. When it comes to trade show marketing, the brands that get the most out of their investment are almost always the ones with a content plan in place.
Below, we break down three content strategies that keep the buzz going at every stage of the show, plus one bonus tactic that most exhibitors overlook entirely.
Pre-Show Blogging: Tell People You're Going
This sounds obvious, but it's where most exhibitors drop the ball. If your audience doesn't know you'll be there, they won't come find you.
Why Pre-Show Content Matters
Starting your content push one to two months before the event gives you enough runway to build anticipation and reach people who are actively researching the show. It also gives search engines time to index your content before the event starts trending.
A well-timed blog post can pull in attendees who are planning their schedule, researchers who are scoping the industry, and past customers who didn't know you'd be there.
Before you start posting, make sure your content aligns with your trade show goals. Your messaging, booth setup, and calls to action should all point in the same direction.
Pre-show blog angles that work well include:
- "What to Expect at [Show Name] This Year" attracts attendees who are researching the event and positions your brand as a helpful resource before they ever reach your booth.
- A post answering a common question your booth visitors always ask works well before a show because it attracts search traffic from your target audience year-round, not just around the event. It also gives your team a natural conversation starter at the show.
- A behind-the-scenes booth prep post performs well on Pinterest, ranks over time, and humanizes your brand in a way that product-only posts don't.
Best Practices for Pre-Show Blogging
- Start posting one to two months before the event. Posting early signals you as a leader in relevant content for the event, and also gives you more time to drive traffic to your blog posts. To keep the momentum going, map out and draft posts for before, during, and after the event so that you can keep your status as a top resource and information provider.
- Include your booth number, show name, and any product reveals or giveaways you're planning so attendees can put it on their schedule.
- Use the show's official hashtag and keywords throughout your post to capture search traffic tied to the event. It’s also helpful to use these same hashtags and buzz words on social media when promoting your blog posts and presence at the event.
- Link back to relevant pages on your website to strengthen your internal linking structure. A post about booth setup is a natural place to link to your display options or highlight specific products like hanging signs that are part of your setup.
Food for thought: A little mystery goes a long way. "We're unveiling something new at Booth 412 next week" will always outperform "Come see us at the show."
Social Media and Video: Create Real-Time Buzz
Short-form video has completely changed how trade show marketing works. Instagram Reels, TikTok, and YouTube Shorts let you capture the energy of a show in a way a blog post just can't.
Why Video Content Works at Trade Shows
People want to see what's actually happening. Behind-the-scenes setup content, quick booth walkthroughs, and live giveaway countdowns all perform well because they create urgency and show the human side of your brand.
You don't need a production crew. A phone and decent booth lighting are enough to create content that connects, and the same lighting that makes your booth look great will make your video content look better too.
Platforms Worth Prioritizing
- Instagram Reels and Stories are built for real-time updates. Post countdown timers to your giveaway announcement, quick booth walkthroughs, or team introductions to keep followers engaged throughout the show.
- TikTok rewards authenticity over polish, making it ideal for capturing candid moments and behind-the-scenes content that larger competitors often skip.
- Pinterest is underused in this space and worth paying attention to. Trade show content like booth inspiration, setup tips, and design ideas performs well there because people are actively searching for visual ideas. A pinned post that links back to your blog or product pages can drive consistent traffic for months after the show ends.
Best Practices for Real-Time Social Content
- Post booth updates while the show is live, not just before and after.
- Tease giveaways, raffles, or special appearances with countdown posts.
- Keep videos short and focused. A 15 to 30 second clip showing booth energy outperforms a polished two-minute overview.
- Use the show's official hashtags to expand your reach beyond your existing audience.
Food for thought: Attendees who weren't planning to stop by your booth will often change their mind if they see something worth seeing on social media while they're walking the floor.
Post-Show Content: Don't Let the Momentum Die
Most companies go quiet after a show ends. That's a missed opportunity.
Why Post-Show Blogging Matters
A post-show recap gives you a reason to follow up with leads, captures any press coverage or social mentions you earned, and adds keyword-rich content to your site tied to the show's name while it's still trending in search.
It also extends the shelf life of your trade show investment by turning a three-day event into weeks of ongoing visibility.
What to Include in a Post-Show Recap
- Your best photos from the booth and show floor
- Any product announcements or reveals you made at the event
- Key takeaways or industry trends from the show that your audience would find useful
- A clear call to action, whether that's booking a consultation, browsing your modular display options, or following you on social for next time
Best Practices for Post-Show Content
- Publish your recap within a week of the show while interest is still high.
- Share the post across all social channels and include it in your follow-up emails to leads.
- Pin your best booth photos to Pinterest with links back to your product pages or blog.
- Tag the show organizers and any brands or speakers you featured. Cross-promotion expands your reach at no cost.
Food for thought: Post-show content does double duty. It closes the loop for people who attended and opens the door for people who didn't.
Bonus Strategy: Use Pinterest as a Long-Term Traffic Driver
Unlike Instagram or TikTok where content disappears quickly, Pinterest posts have a long shelf life. A well-optimized pin can drive search traffic for months or even years after it's published.
If you're already creating content around your trade show presence, Pinterest is an easy place to extend its reach. Photos from your booth, behind-the-scenes setup content, product reveals, and industry tips from the show floor all perform well there because people are actively searching for ideas and inspiration, not just scrolling passively like on other platforms.
Each pin should link back to a relevant page on your website or socials, whether that's a subscription sign up, a product page, or a lead capturing landing page. For exhibitors who are already putting effort into their trade show content strategy, Pinterest turns that effort into a compounding traffic asset that keeps working long after the event ends.
How to Build a Trade Show Content Plan
A content strategy doesn't have to be complicated. The goal is to show up consistently at every stage of the show, not to produce perfect content at any one moment.
When building your plan, consider:
- How far out you can realistically start creating content and work backward from the show date
- Which platforms your target audience uses most so you're not spreading yourself thin
- Whether you have someone dedicated to capturing content during the show, even just with a phone
- How you'll repurpose show content into long-term blog and Pinterest assets after the event wraps
Even a simple three-post plan, one before, one during, and one after, is enough to outperform most exhibitors.
Final Thoughts: Every Trade Show Is a Content Opportunity
Blogging keeps your audience informed and helps you rank in search. Social media and video create real-time buzz and drive foot traffic. Post-show recaps extend your visibility and support lead follow-up. Pinterest turns your content into a long-term traffic asset.
These strategies are straightforward, affordable, and proven to increase engagement when used with intention.
If you're already investing in a great booth display, invest a little time in the content strategy around it. And if you're still dialing in the booth itself, contact us today!
About Ace Displays
In 2006, Ace Displays was founded in Southern California with the desire to provide quality products at competitive prices with the fastest delivery times in the industry. We believe purchasing an event display and its accessories should be an easy and exciting experience. Leveraging our short lead times to differentiate ourselves, we exist to connect people by providing event solutions that create conversations and lasting impressions.
Our Mission
Our mission is to provide the best event & trade show displays at budget-friendly prices with unparalleled service to ensure we exceed our clients expectations and to foster an environment our employees are proud to work in.
The Ace Method
We are excited to work with you - from meeting your budget to meeting your deadlines - we will help you create a display that looks great and asserts your presence. To aid in what can be a rather laborious process, Ace has developed a 6-step method to get you a display quickly and easily so you can focus your time on other areas of your business and upcoming events.