The main motive of using trade exhibition is marketing. But by marketing we know that it is very inexact science that creates space for the multitude of the show exhibit. You need to make a trade show marketing plan as a critical starting point. To make trade show a success in your company's overall marketing plan, there must be total balance strategic marketing and exhibition marketing plan. You would be using banners, trade show stands, posters, exhibition displays to promote your company's products and services to the target audience. You need to know and understand what all you want to achieve to increase market share with the existing clients, whether you want to introduce new products and services to the existing market or you want to promote new products to new markets.

Promotion is an important part of your marketing plan; it includes passing through all the three areas like pre-show, at-show and post-show. Budget plays a vital role in what and how much activities you can use to market your products and services. Creating a meaningful theme is required to guide the promotional decisions. You need to know whom you want to target and consider for different promotional programs aiming at different groups like direct mails, trade show stands, advertising, PR, exhibitions, sponsorships and other online ways to reach to the target audience. By making your trade show booth as your welcoming space, you can display your company image with the help of marketing display materials and thus induces the visitors to stop by and check out the offerings.