At a trade show, you are all about talking to as many people (hopefully qualified leads) as you can.  But don’t forget about your current customers that may be at the show.  More than likely you will have a few current customers already attending the events you sponsor.  Oftentimes with sponsorships you get free or discounted passes.  Offer these to your best customers (note: those that live closest to the event are most likely to accept).

Engage with those you give passes to and any other current customers that will be at the show ahead of time and ask them to act as brand ambassadors for you. Give them something to wear like a t-shirt or button so attendees know they are your customers. At one show we sponsored, one of our customers literally stood at our booth (without us asking him to) and told anyone who stopped to listen about the great results he had seen using our data.  If your customers love what you do, they are often more than willing to shout it from the rooftops.

Some customers may be too busy attending sessions and speaking to other sponsors to be a brand ambassador during the event.  You may consider a cocktail party after show hours where you invite customers and prospects.

Most importantly, don’t forget to thank your customers, especially if they have been bringing you new leads. Cocktail parties, dinner or a gift at the show are a few ideas.  If you don’t have your own user group events, industry events which a lot of your customers attend can be an open opportunity to connect and show your appreciation.