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1 min read

Trade Show Marketing Strategies from Automate 2024

In this episode, I am joined by fellow TREW Crewers fresh off of the expo floor of Automate 2024 in Chicago. We discuss the impressive marketing tactics and strategies they saw.


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It's a question marketers all over the world face - "Are trade shows worth it?" We get this question time and again and are often asked which industry trade shows are best to attend and exhibit at. After all,  89% of technical buyers said they plan to attend at least one in-person industry event this year. Last week, TREW Crewers Lee Chapman, Kara Moon, and Kasey Tyring attended the Automate trade show in Chicago to uncover the value of trade shows and what marketing and sales strategy can make your company stand out in a sea of other exhibitors on the show floor. 

We discuss their impressions of the show, the booths and attractions that stood out to them, and the cool tech they saw. 

Key Takeaways
  • Attending trade shows can be a valuable opportunity to connect with prospects and stay competitive in the industry.
  • Interactive booths and attractions can make it easier for attendees to engage with exhibitors.
  • Timely follow-ups, such as same-day emails, can help maintain the momentum and interest generated at the trade show.
  • Collaborating with other companies in the industry can enhance credibility and create a more impactful presence.
  • Creative marketing strategies, such as limited swag giveaways and exclusive events, can help attract attendees and generate leads.
  • Trade show planning should involve a balance between eye-catching demos and targeted marketing efforts to attract quality leads.
  • Having a well-defined strategy and follow-up plan is crucial for maximizing the results and ROI of attending a trade show.

Wendy Covey

Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.

About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.