The Trade Show Playbook for Construction: Before, During and After | Jen Kelly

Trade shows can cost thousands by the time you add the booth, travel, staff, signage, giveaways and days away from the business. So why do so many companies do all that work and then simply hope the right people walk past? In this episode of Built. Trusted. Chosen., I speak with Jen Kelly about creating a proper trade show strategy for B2B, trades, construction, engineering and technical businesses. We unpack what needs to happen before the doors open, how to prepare the people working your stand, ways to create better conversations with customers and potential partners, how to capture leads without making things awkward, and why your follow-up process should be decided before anybody leaves for the show. You’ll take away: Why trade shows should be treated as a before, during and after campaign, not a standalone event How promoting your presence and booking conversations before the show can reduce reliance on passing booth traffic Why everyone working the booth needs preparation, even if they aren’t a salesperson How trade shows can strengthen existing customer relationships and create valuable partnerships, not just new leads Why every worthwhile conversation needs a clear contact capture process How to follow up within 24–48 hours and continue nurturing leads for the length of your actual sales cycle Jen calls the common alternative the “trade show prayer”: spend months preparing the booth, turn up, set everything out and hope the right people happen to walk down your aisle. There’s a better way. For construction and technical businesses where one relationship can potentially turn into a significant project or long-term commercial customer, getting the strategy right can make a huge difference to the return on the entire event. About Jen Kelly Jen Kelly is the founder of New Initiatives Marketing and a Fractional CMO specialising in B2B marketing. After a 17-year corporate marketing career with organisations including Siemens, Motorola, Future Shop and the Financial Times UK, she launched New Initiatives Marketing in 2009 and now helps B2B companies build more strategic and systematic marketing programs. Website: https://www.newinitiativesmarketing.com/ LinkedIn: https://www.linkedin.com/in/jenniferkelly/ About Wes Towers I’m Wes Towers, founder of Uplift 360 and host of Built. Trusted. Chosen. I help trades and construction companies be built, trusted and chosen online through high-performing websites, content and Search Everywhere Optimisation. https://uplift360.com.au/ Want to be a guest on Built. Trusted. Chosen.? Book here: https://uplift360.com.au/built-trusted-chosen-podcast-guest-booking/