Influencer marketing at the trade fair stand

More reach, more trust, more success

Influencer marketing has established itself as an integral part of modern marketing strategies in recent years. More and more companies are leveraging the reach and credibility of influencers to authentically position their brand messages. But how can influencer marketing be used effectively at trade fair stands in particular? 
In this article, you will learn how to take your trade fair presence to the next level with opinion leaders from social media and blogs – from preparation to the day of the fair and far beyond. 

What is influencer marketing?

Influencer marketing means that companies specifically engage individuals with a large reach and high reputation in their community to promote products or services. These influencers report on their experiences, recommend offers, or provide behind-the-scenes insights. 

Unlike traditional advertising, influencer marketing is particularly credible because the recommendations come from trusted personalities who have often built up their target audience over many years. Platforms such as Instagram, YouTube, LinkedIn, and TikTok are the most important channels here. 

How can you use influencer marketing at your trade fair booth?

When used correctly, influencer marketing can give your trade fair appearance enormous visibility and activate potential visitors. Here are some tried-and-tested ideas: 

Before the trade fair: Create attention and anticipation

• Announcements and teasers 
  Have influencers report weeks before the trade fair that they will be visiting your booth. They can provide insights into planned promotions, new products, or specials to pique curiosity.
• Contests or challenges 
  Use social media to launch promotions where followers can win tickets or exclusive trade show surprises. This will increase your reach and attract interested visitors to your booth.
• Behind-the-scenes content 
  Influencers can show how your team is preparing the trade show booth. Such authentic insights create trust and make your brand approachable. 
  During the trade show: Increase reach and credibility

During the trade fair: Increase reach and credibility

• Live content 
  Influencers can report live directly from the trade fair stand, present products, or conduct interviews. You can also reach interested parties who are not on site via Instagram Stories, TikTok clips, or LinkedIn posts.
  
• Meet & greet at the booth 
  Invite followers to meet their favorite influencers in person. These encounters promote an emotional connection and increase visitor traffic.
  
• Product demos or tutorials 
  Let influencers demonstrate your products or applications directly on site—credible proof of quality and benefits.

After the trade fair: Ensure long-term visibility and contacts

• Follow-up content 
  Influencers can publish recap videos in which they describe their impressions or share product experiences.
• Long-term stories 
  Content can still be published weeks after the trade fair—for example, experience reports or tutorials that extend your trade fair highlights.
• Lead nurturing 
  Link influencer marketing to your CRM system. People who became aware of your company through influencers can automatically receive further information or offers.

How can influencer marketing benefit your trade show presence?  

A well-thought-out influencer concept can increase your trade show success on several levels: 

Maximize reach: You can reach target groups that are often difficult to address through traditional channels—especially younger, digitally savvy buyers.

Build trust: Recommendations appear authentic because they come from trusted personalities. 
Promote interaction: Live formats and competitions increase the participation of your community.

Increase memorability: The influencer's content remains visible online even after the trade fair, ensuring that your appearance is remembered.

Ensure measurability: Likes, shares, comments, and generated leads can be precisely evaluated and prove the return on investment (ROI). 

How influencer marketing continues to have an impact after the event

After the trade show is before the trade show: Professionally executed influencer marketing does not end with the last day of the trade show. You can extend the impact in a targeted manner by:

Launching content series in which influencers delve deeper into your products or share their experiences. 

Publishing testimonials that you can use on your website, in social media, or in newsletters. 

Planning community campaigns, e.g., discount codes that influencers distribute exclusively after the trade show. 

Building long-term partnerships to continuously benefit from the reach.

How WWM supports you with its three units

ExpoCloud
With ExpoCloud, you can design your trade fair stand in a modular way and integrate digital services that are perfectly suited to influencer campaigns – from QR code downloads to digital lead capture. 

RocketExpo 
RocketExpo develops customized premium booths that are so photogenic and experience-oriented that influencers love to share them. A strong presence that can go viral on social media. 

Metapilots 
Metapilots ensures that your digital campaigns are perfectly integrated with your physical trade fair stand: livestreams, gamification elements, and interactive touchpoints can be optimally integrated for maximum online reach.

Conclusion: Influencer marketing as a turbocharger for your trade fair success

Whether micro-influencers or stars with a large reach—targeted influencer marketing gives your trade fair appearance new appeal. From the announcement to the live experience to the long-term content strategy, you can build trust, create visibility, and generate sustainable leads. 

Talk to us.

We will help you effectively integrate influencer marketing into your trade show concept. Together, we will create experiences that will be remembered.