Marketing Checklist

After you've secured your booth space for ABX, you may be wondering what's next? Here's a list of easy-to-implement ideas to help spread the word about your participation in ABX this year.

Some of these ideas may seem pretty basic, and many are quick, easy to implement and won't cost you a thing. By creating and following a trade show strategy prior to the show, you can generate tremendous ROI by securing a wealth of new business leads.  


  • Marketing Toolkit
  • You will receive an email in September containing your customized Marketing Toolkit that includes a unique registration link and code, a package of web banners, an Expo Pass PDF with your customized reg code, a press release template, a link to the registered press list, and more. Contact Kim Hamilton.
  • E-blast
    Send an e-blast to your customers and prospects that contain your booth number, floor plan link, products and services you will be showing, and/or any show specials or new product announcements.
  • Email Signature
    Add your booth number under your email signature with a link to the registration page. Use your customized registration link that was included in your Exhibitor Toolkit.
  • Email Signature Button
    Add a registration button under your email signature to encourage your customers to register for the show; use your customized registration link that was included in your Exhibitor Toolkit.
  • E-blast Contests
    Send an email that contains an offer for a contest that awards the winners with various prizes – gift card, iPad, discount on your product, etc.
  • Brochure
    Email a PDF of the ABX attendee brochure to your customers and prospects. Available for download in September.
  • Faxes
    If you use fax cover sheets, add a blurb about your booth and booth number. 
  • Website page
    Create a special page on your website dedicated to your booth at the show. Include where your booth is located on the floor plan, products and services you will be showing, any show specials or new product announcements you will be making at the show. If you are presenting a workshop, clinic or demo, include the title, date, time, description and benefits.
  • Web Banner
    Place a register for FREE web banner on YOUR website. Also add to your LinkedIn, Twitter and Facebook profile pages. Click for a zip file containing a variety of web banner sizes.
  • We Support Seal
    Place the official "We Support" seal on YOUR website. Also add to your LinkedIn, Twitter and Facebook profile pages. Click to download the seal.
  • Feathr Invites
    Show Management is proud to offer you a great, traffic-building opportunity at NO cost to you! Through the Feathr email marketing tool, you can send nicely-designed html email campaigns to all of your customers and prospects offering them FREE Expo Only admission.  

Print Advertising

  • Advertisement
    Purchase an ad in a trade publication that promotes your booth and link to registration.
  • Show Program Ad
    Purchase an ad in the Show Program that promotes your booth.

Direct Mail

  • VIP Invitation
    Design and send a personal invitation to your customers and prospects about your booth. Keep it brief, but include your booth number and it would benefit them to come see you.
  • Postcard
    Create a postcard to mail to your customers and prospects about your booth.
  • Envelopes
    Print or stamp a message about your booth on your company envelopes.
  • Invoices
    Include booth number and information in communications you are already sending, such as invoices to customers.

Social Media

Media Relations

  • Press Release
    Write a press release about exhibiting at the show and distribute to industry media. Click for a press release template and the registered press list (coming soon).
  • Press Conference
    Introduce your company's products to the industry media in person by holding a press conference at the show; offer editors exclusive interviews with your company’s top executives. Contact Kim Hamilton.
  • Press Kit
    Create an electronic press kit that includes company information, product photos, press releases or marketing collateral; upload to your website. Also, drop off hard copies of the press kit at the Press Room (TBD) at the show.
  • Press Clips
    Monitor the trade media to see if your company got any press; if so, email the articles to your customers and prospects.

Special Events

  • Special Events
    Generate on-site buzz by hosting a special event at the show.
  • Live Demonstrations
    Host a demonstration of your product in your booth.


  • Hold Message
    Mention exhibiting at the show and your booth number in your telephone on-hold message.
  • Phone Calls
    Call your best clients and prospects to personally invite them to the show and your booth.


  • Sponsorships
    Various digital opportunities are available for purchase. Contact Brian Keefe at 617.391.4029.


  • Show Specials
    Take advantage of this FREE opportunity to promote your show specials to attendees!  Show specials include discount on-site pricing, contests/giveaways, drawings, food samples, celebrity/ special guest appearances, and/or any other activity in your booth.  Send the show special description along with your company name and booth number to Kim Hamilton.
  • Coupon
    Provide attendees a coupon that can be turned in at your booth for a free gift/promotional giveaway. Consider providing a premium gift targeted to your best customers or best potential prospects.
  • Discounts
    For those who attend the show, provide special show pricing that will not be available at your business the following week.
  • Lead Retrieval
    Send all the attendees who stopped by your booth an email AND a letter after the show to thank them for attending.
  • Photographer / Videographer
    Oscar Einzig, the official photographer/videographer for the show, offers a variety of cost-effective imaging services that allows your company to obtain maximum exposure pre-show, on site and post show. The result is a simple and effective way to extend the sales cycle long after the show has ended. The services enhance your marketing and sales efforts by creating compelling images about your product or service resulting in more customers and additional revenue to your company. Products can be delivered on show site, or within days after the event which allow your post show marketing and sales efforts to start immediately, continuing the momentum generated at the show. A custom imaging program that meets your marketing/sales objectives can also be provided. Please refer to the order form in the Exhibitor Service Manual (ESM); contact Oscar Einzig at 800.638.0056.

Marketing questions? Please contact ABX Senior Marketing Manager, Kim Hamilton.