August, 2025- Q: What are some best practices for metals and manufacturing companies to ensure trade show success?
A: At Lomar, we believe trade show success begins months in advance. Each year, we carefully choose which events to attend based on audience and industry relevance, then build a campaign around a product that speaks directly to customer challenges.
Planning product debuts around major events has helped us capture attention, spark meaningful conversations and generate strong leads through live, in-booth demonstrations. Throughout the 2025 trade show series, Lomar is unveiling its new S1216 robotic crimp machine and discussing how it brings our customers scalable value.
It is critical to keep product messaging focused on real-world value, such as how Lomar’s solutions reduce labor, improve cycle times and save floor space. We prioritize clarity, relevance and application in our conversations and literature.
To keep our team focused and engaged throughout the product development and planning process, we hold frequent internal pre-show meetings. During these short discussions, we ensure all tasks are on track and our team is aligned on product details and development, messaging and show goals. A well-informed, consistent team presence ensures accountability throughout the process and creates a stronger impact and better results with attendees. Just as important as the preparation and show itself is what comes after: timely, personalized follow-up that turns booth visits into measurable opportunities for our company.
Trade shows are our largest full-team marketing push of the year. We’ve found that with the right strategy and preparation, they consistently deliver measurable results.
Q: Does social media play a role in attracting booth visitors?
A: Definitely. Social media gives us a platform to build awareness before the show by sharing behind-the-scenes content, product previews and details about where to find us. It helps generate anticipation and encourages attendees to make our booth a planned stop.
Q: Are there any other strategies you’ve found successful to drive traffic?
A: We also continue to see strong value in traditional channels—industry magazines, trade show directories and event sponsorships all play a key role in reinforcing our presence. Sponsoring the show, in addition to our booth investment, increases visibility and credibility across the entire event. And once potential customers are at the show, nothing beats a live, hands-on demonstration. People are drawn to interactive experiences—they remember what they see, touch and discuss. That level of engagement creates real, lasting connections.
Q: Has post-show follow-up been an important part of your strategy?
A: Follow-up is a cornerstone of trade show success for Lomar. While the booth may spark interest, it’s what happens after the show that builds real relationships and lasting trust.
We take a personalized, multi-touch approach to follow-up. This includes phone calls, emails, handwritten thank-you notes and scheduling visits to the customer’s facility. One especially effective tactic for out-of-town shows has been keeping a salesperson in the area for a day or two after the show to meet with high-potential leads face to face when possible. It is a great way to turn initial interest into real opportunity while the conversation is still fresh.
During the show, we closely track leads and conversations so our follow-up is relevant and targeted. That might mean sharing technical specifications, offering a product demo or exploring a custom solution based on the visitor’s specific needs. Internally, we review our notes from the show to identify what resonated most, what could be improved, and how we can sharpen our approach for the next one. At the end of the day, our goal from each trade show is trusted, long-term partnerships. That begins with thoughtful, intentional follow- up.
Lomar Machine & Tool, 517/563-8136, lomar.com.
