January 16 - 18 | 2020
The International Centre | Toronto

Marketing Tips

Company Name
In all your marketing tools, you should use the company name that corresponds to your logo (for example, ABC Furniture, rather than ABC and Sons Furniture Inc., which is the corporate legal name). Thus, your business name in the Exhibitors’ List (Show Guide, online list, etc.) will be the same as the logo in your booth.


Your Logo/Trademark
Your logo is an essential tool for buyers to know and recognize you. Make sure you have a high-resolution logo to identify ALL your printed and digital marketing tools (formats: .jpeg, .ai, .eps, .png), and promote your brand!




Clients’ List
Updating of your clients’ list should be done on an ongoing basis, so that your staff is ready to send electronic and postal mailings prior to the shows. Since people are inundated with emails every day, sending a postal mailing may help you stand out from the competition.


Pictures of Your Products and New Items
Make sure you always have high resolution pictures of your products and new items. Avoid using photos taken with a mobile phone in poorly lit areas. Great pictures will attract buyers’ attention on your products and brand. For other details.


Website and Social Networks

Update your website on a regular basis by adding your new products (pictures, descriptions, features). Several weeks

(6 to 8 weeks) prior to a Show, start promoting your participation on social media by using the event’s hashtag (#CndFurnShow), as well as introducing your new items and specials, all linked to your website.


Promotion Prior to the Show

Promoting your participation in a trade show to your clients starts several weeks prior to the event. You need to be proactive! You can send them invitations with clear, short and enticing messages that will feature your new products with beautiful pictures, a description and Show Specials, along with your booth number. Be persuasive and appealing!

Booth Design
Several months prior to a trade show, as soon as your space is confirmed, you need to start designing your booth. Your booth shouldn’t be cluttered and should feature your logo/brand and main products. Also consider your clients needs, for example: leaflet describing the new items, price list, business cards, area for people to sit, beverages and snacks. For more ideas.


Selection of Products Displayed
The number of products that can be displayed in a booth is limited. You’ll need to be selective in the products you wish to display, based on the Show’s clientele and the size of the booth. Access to your online catalogue on your website allows you to show other products and provides buyers with other options.


Booth Staff

Carefully choose the staff that will work your booth: they should be enthusiastic, alert, attentive to clients, have a full knowledge of your products and look professional. Prior to the Show, your staff should also be informed of your objectives and products, as well as on the proper way to rate buyers’ interest for the products, which is essential for your sales team. Avoid employees that are sitting down, riveted to their phone. For other details.



Show Specials
In addition to discovering new products, Show Specials are the main reason buyers attend the Show. Make sure your Specials are offered during the event… otherwise, why should buyers visit your booth? Since you don’t need to give a major discount on all your merchandise, here are some examples of what you can do:

• An important rebate on one or a few items
• Free delivery on any order over $X
• A X% discount on any order signed at the Show
• A X% discount for any order of $X or more
• A discount of X% for every new client
• Or any other creative idea that comes to mind


Managing follow-ups
After a trade show, a quick follow-up with business contacts is in order. Thank-you letters, assignment to a salesperson based on each buyer’s rating. Your sales team will be in a better position to conduct efficient and rewarding follow-ups.

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