Whether you’re looking to make sales, increase brand awareness, collect leads, or simply position yourself as a leader in the diving, travel, and action water sports industry, exhibiting at DEMA Show is your chance to do a year's worth of business in just a matter of days.
This guide offers practical tips and proven strategies to help you make the most of your time before, during, and after DEMA Show.
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Start by establishing clearly defined goals. This will help guide all your efforts, keep you on track, and ensure you allocate resources where they will have the greatest impact.
TIP: Consider using SMART goals as a framework, making sure each goal is Specific, Measurable, Attainable, Realistic, and Timeline-bound.
With your goals defined, it's time to decide how you'll achieve them. Who will be responsible for different parts of the equation? When will we start executing our plan? Where will we conduct our marketing and which channels should we use? Will we schedule booth appointments, and if so, how will this look? Asking questions like these will help you develop your marketing plan, which will also guide your budget and help you choose the best promotional tools to help you reach your goals.
This is also a great time to draft a timeline for executing your DEMA Show marketing plan and start designating roles and responsibilities to your team. One of the first items to tackle should be announcing that you'll be exhibiting DEMA Show 2025 (use these customizable assets to help).
During the planning stage, consider your plan for handling booth appointments. If this is important, be sure confirm the meeting details (date, time, etc) and send a reminder closer to show time so nobody forgets.
While crafting your action plan, you likely considered some channels for promoting your presence at DEMA Show, and the products or services you intend to feature. Now is the time to dig deeper into the specifics, find out which channels your current and prospective customers are most engaged with, and plan to target them there (essentially, meeting them where they are most likely to receive your communications). On a broad level, this may include email, social media, and websites, and on a more granular level, you'll likely discover that certain audiences are much more engaged with specific social media channels, web pages, and content. Doing a little extra research into your target audience can reap huge rewards.
Consider your current marketing practices—If they're working well, you'll want to maintain or even increase your efforts in the months leading up to DEMA Show. If they aren't working well, now is the best time to re-assess and find ways to improve. Keep in mind that the most successful marketing plan incorporate a holistic approach integrates internal marketing efforts and strategic activations.
As you consider the different DEMA Show opportunities, evaluate which will be the most effective for your business and your goals, and which will allow you to reach a larger portion of your target audience with greater accuracy and ease (i.e., less effort, more results).
And be sure to connect with DEMA Show on social media and stay engaged with the community before, during, and after the show by sharing, commenting, and reposting content with your own unique spin. Create your own fun and exciting content leading up to DEMA Show by giving teasers of what you have planned for attendees or going behind the scenes as you prep your booth or swag, and tag us to expand your reach even further:
To ensure a successful show, it’s important to have all your bases covered when it comes to booth logistics.
Will you rent, build, or re-use existing structures? When planning your layout, consider accessibility, visibility, and location on the show floor. You want your booth to be visually appealing, aligned with your brand, inviting to attendees, and functional for visitors and staff alike.
Use attention-grabbing signage, banners, and lighting, and consider interactive displays, product demos, and multimedia presentations to capture the attention of passers-by and help people understand your offerings before they even enter your booth. The layout should allow for easy flow and navigation, and if possible, include dedicated spaces for discussions, demos, and private meetings.
A note about signage: this is essentially the first impression your company gives to an attendee as they explore the Show Floor. Make sure it conveys your message and your company's unique selling points but also includes fundamental information (your company name and logo). With all the photos being taken on the Show Floor, it's just one more way to make a lasting impression.
This is a also great time to review your goals and make sure you’re highlighting the right products and services while aligning with the wants and needs of your audience. It's important to create an in-booth experience that not only captivates visitors but also keeps them engaged and want to stay longer.
TIP: As early as possible, review the exhibitor information & guidelines for specific booth design and setup regulations.
Ensure you have all the technical equipment you'll need, such as screens, projectors, and demo setups, and test them out well in advance to ensure they are functioning properly. If you need to order new items, do so early to avoid overpaying for items at the last minute.
TIP: If you plan to hold meetings in your booth, determine any technology needed to ensure a seamless process for you, your team, and your guests.
Keep the comfort of your staff and visitors in mind when planning your booth design. Create an inviting atmosphere that encourages engagement and fosters positive interactions.
Prioritizing comfort and hospitality in your booth design will enhance the overall experience and leave a lasting impression on visitors.
Make note of DEMA Show’s official contractors and order any booth furnishings, equipment, or services (through your exhibitor dashboard) needed by the deadline. Many suppliers offer discounted rates when ordering early so be sure to note these to maximize savings.
Coordinate logistics like shipping your booth materials, product samples, and any onsite equipment you'll need. Confirm shipping requirements, and if possible, ship early to avoid unexpected delays. When planning, keep in mind that surprises do happen—you’ll want to have a backup plan at the ready in case of delays or damage.
Make a list of all important deadlines and add reminders to your calendar so nothing gets missed.
Review all DEMA Show policies and services, check for answers to frequently asked questions, and notate your DEMA Show contacts to ensure you're in-the-know well in advance.
When formulating your budget, incorporate known expenses like travel, exhibit space rentals, show services, marketing materials, giveaways, promotions, sponsorships, and other relevant costs. It's also a good idea to allocate additional funds for miscellaneous expenses that may arise on-site.
Take advantage of the DEMA Show hotel block to ensure favorable rates and availability, and book rooms early for your group. The booking deadline is October 16, 2025, but rooms are subject to availability and may be sold out as we get closer to show dates. Book early to lock in rooms and savings.
If you're traveling to DEMA Show from outside the United States, be sure to plan ahead by using our resources for international travelers and check any travel requirements to prevent delays.
NOTE: The time to receive a Visa or ESTA approval can be quite lengthy. We encourage you to contact us as soon as possible and start the application process well in advance to prevent delays.
Develop a range of marketing collateral, such as high-quality brochures, flyers, business cards, and other informative materials that showcase your products and services. Ensure these materials clearly reflect your brand identity and are readily available to booth visitors, whether in print or digital format, or a combination of both.
Generate buzz around your brand and get people excited to visit your booth by implementing a multi-channel promotional strategy to engage with your current customers and pique the curiosity of new prospects.
Use social media, email, website, SMS, and more to let the world know you’ll be at DEMA Show and take advantage of our free, customizable DEMA Show assets and graphics to help in your efforts. Share teasers, event details, and sneak peeks of what you’ll be showcasing to help build anticipation.
Some strategies to consider include:
Social Media Campaigns: Use platforms like Instagram, Facebook, LinkedIn, and X to announce that you'll be at DEMA Show, share sneak peeks of what attendees can expect, and interact with potential visitors. Be sure to tag DEMA Show and use the DEMA Show hashtag #DEMAShow2025 for added visibility
Email Marketing: Send targeted email campaigns to your customer base and prospects, highlighting your presence, announcing special promotions, and inviting people to visit your booth. To further your reach, take advantage of our email marketing sponsorship package!
Website Updates: Keep site visitors informed of your plans to exhibit at DEMA Show by providing key details like your booth number, product highlights, and exclusive offers for attendees.
Press Releases: Issue press releases to industry publications and news outlets, announcing your participation, new products, or significant announcements for the event.
Collaborations: Partner with fellow exhibitors or industry influencers to mutually promote each other's presence and broaden your audience reach.
Content Marketing: Produce valuable content like blogs, videos, or infographics related to DEMA Show topics, positioning your company as a leader in the industry.
Attendee Engagement: Engage with potential attendees on social media and other channels, answering questions and providing compelling reasons to visit your booth.
Consider offering branded giveaways or hosting contests to attract visitors to your booth. Ensure these items align with your business and are useful to your target audience.
TIP: Take advantage of our free promotional tools to help share your offerings with all DEMA Show attendees long before arriving on-site.
Whether you're a team of two or twenty, it's essential that everyone clearly understands their responsibilities before arriving on-site. Assign specific roles, such as greeting, demoing, and lead capture, to ensure smooth booth operations. Your staff should be knowledgeable, approachable, and well-trained to answer questions, engage in conversations, and handle various attendee interactions professionally. Equip them with the product knowledge, effective communication skills, and friendly demeanor your brand embodies.
Ensure booth staff is dressed appropriately to align with your brand's image by reviewing what's expected with them in advance of leaving for the Show.
Prepare a concise and compelling elevator pitch that clearly communicates what your company does and why it's valuable, and make sure all booth staff have their elevator pitch at the ready.
Schedule a pre-show meeting with booth staff and any company representatives who will be on-site or handling logistics. Review the Show schedule, priorities, and activations, and conduct any pre-show training to help set your team up for a fruitful experience.
Now is the time to also consider the following:
What is our post-show follow-up plan? Develop a plan for following up with leads after DEMA Show, sending thank-you notes, and nurturing potential customers who show interest on-site. Having your strategy in place beforehand will facilitate accurate data collection during DEMA Show.
How will we collect contact information? Decide on the system you will use to collect attendee contact information, such as a lead capture app or physical forms. This will help you follow up with potential leads after the Show
Are there any important meetings we want to have? Reach out to potential clients, partners, or leads and set aside dedicated time for these meetings during DEMA Show.
Do we have backup supplies? Carry extra supplies like stationery, charging cables, and basic tools in case any unexpected needs arise.
Your success at DEMA Show largely depends on the effort you put into planning, execution, and engagement. With thoughtful preparation, you can achieve your goals and have fun at the same time!
Greet visitors with a smile, initiate conversations, and be prepared to provide information about your products and services. Ask open-ended questions and practice active listening and offer solutions that align with their interests and challenges. Above all else, prioritize your guests. Manage your time effectively by spending an appropriate amount of time with each attendee—don't monopolize their time, but also don't rush them.
TIP: Ever experienced how good it feels when someone gives you their undivided attention? While DEMA Show is a bustling environment with people constantly coming and going, the ability to provide this high level of service can do wonders. Amidst distractions and competing booths, dedicating your time and attention to each visitor creates a memorable experience for them, demonstrating your respect for their time and interest in their needs, essentially helping them feel valued and appreciated.
Engaging with attendees is more than just initiating a conversation or answering a few questions—it involves sustained interaction and avoiding the temptation to abandon a conversation when a familiar face pass by. While networking is crucial, maintaining focus on your guest shows professionalism and respect, and assures them that they are your priority.
By balancing networking with attentive interaction, you can maximize your impact and leave a positive impression that extends far beyond the event itself.
Maintain positive body language. Stand attentively, make eye contact, and avoid crossing your arms, which can appear closed-off.
Avoid clustering with your colleagues. Give attendees space to enter and feel welcome. Avoid sitting down whenever possible or appearing disengaged. Stand near the aisle, ready to engage with passersby. Keep your booth (and yourself) tidy throughout the event. A clean and organized booth reflects professionalism.
If you're giving presentations, workshops, or talks, keep them engaging, informative, and concise, and ensure ample time for Q&A, as this is often the most captivating and lucrative part of the presentation, fostering deeper connection and providing valuable insights for both the speaker and the audience.
Use giveaways wisely, offering them after a meaningful conversation, as a thank-you for stopping by your booth, or as an incentive to drive potential buyers to your booth and keep them there longer.
If you're offering product demonstrations, involve attendees actively rather than simply presenting to them. Allow them to interact with the product and experience the benefits and features for themselves. Bear in mind that when people engage with a product or service firsthand, they are more likely to form an emotional connection that in turn influences their decision-making process.
Not everyone who visits your booth will be a potential lead. Ask qualifying questions to determine if there's a genuine interest and need for your offerings. Use the lead capture system you selected earlier to gather attendee information and ensure you get accurate details for effective follow-up. Jot down key points from conversations to further assist in your follow-up efforts.
If you're using technology, make sure your booth staff is proficient in its use and can troubleshoot minor issues on the fly. This will allow you and your team to stay focused on what you came here to do.
Engage with attendees and fellow exhibitors! Establishing connections within the industry can lead to valuable partnerships, collaborations, and customers that can last a lifetime.
Trade shows are exhilarating, but they can also be exhausting. Stay hydrated and stretch often, take breaks when needed, and try to sustain your enthusiasm throughout.
Savor the experience! Trade shows are incredible business opportunities but they’re also meant to be fun. Plus, enthusiasm is contagious and can attract more visitors to your booth. So, embrace the excitement and make the most of every opportunity that comes your way!
Capture photos and videos at DEMA Show and share them in real-time on social media and your website. This can help grow your audience during DEMA Show and extend the life of your participation long after.
Share updates in real-time on social media using the event hashtag #DEMAShow2025, tagging DEMA Show, and tagging other relevant individuals or companies to widen your reach.
Always ask for consent before capturing photos or videos of attendees. Please respect their privacy and only use content with their permission.
A few general tips while you're at DEMA Show include:
Respect Competitors: Be respectful to neighboring exhibitors, even if they are competitors. Refrain from making negative comments and maintain a professional, courteous demeanor.
Problem Resolution: If issues arise, such as technical glitches or attendee concerns, address them promptly and professionally. Swift resolution demonstrates your commitment to customer satisfaction.
Follow Your Plan: Stick to your pre-show plan but be flexible enough to adapt based on real-time feedback and attendee engagement.
DEMA Show offers an incredible opportunity to cultivate relationships and showcase your brand. Each interaction contributes to an attendees' overall perception of your company. Stay focused, attentive, and enthusiastic throughout the event to help ensure your brand leaves a lasting positive impression.
The time after DEMA Show wraps is also incredibly important. This is when you'll strengthen relationships, follow up on leads, and evaluate your performance. Use the tips below to make the most of this post-show phase.
To help you prioritize your follow-up efforts, sort the leads you collected based on their level of interest and prospect potential. Keep in mind that not all leads will be ready to buy immediately. Create a nurturing strategy that provides ongoing value and keeps your brand top of mind in the months following DEMA Show.
Clearly communicate the next steps in the sales process or engagement with your leads. This will help manage expectations and keep the momentum going.
Shortly after the event wraps, contact the leads you collected on-site. Send personalized follow-up emails or make calls to continue the conversation and address their wants and needs. This ensures your brand remains top of mind and demonstrates your promptness and commitment to engaging with potential customers.
Reference specific discussions or interests your booth visitors expressed at DEMA Show. This demonstrates your attentiveness and underscores that you value the connection.
Offer something of value in your follow-up, such as a relevant resource, an exclusive offer, or a solution to a problem they discussed with you, reinforcing your commitment to meeting their needs.
Did attendees ask you any specific questions that you promised to address later? If so, ensure you follow up and provide thorough and accurate answers to foster trust and confidence in your brand.
Beyond email, leverage social media, phone calls, or even direct mail to cut through the digital clutter and make a lasting impression.
Reach out to booth visitors and ask for feedback about their Show experience. This valuable information can guide future improvements and enhance your engagement strategies.
Send personalized thank-you notes to booth visitors, especially those with whom you had meaningful interactions. Express genuine appreciation for their time and interest in your offerings.
If you discussed potential partnerships with other exhibitors or attendees, reach out to continue these conversations and further explore opportunities for collaboration. Cultivating these relationships can lead to mutually-beneficial ventures.
Continue nurturing and strengthening the relationships you established at DEMA Show by staying connected with contacts on social media and through your business network. Consistent engagement reinforces your brand presence and fosters long-term connections.
Maintain an active presence on your social media platforms after DEMA Show. Keep the momentum going by engaging with attendees and sharing content related to DEMA Show, the Show theme, or pertinent industry topics.
Use the photos and videos you captured on-site to prolong its impact. Continue sharing and re-sharing this visual content across your social media channels, website, and email newsletters. Showcasing highlights from DEMA Show will help you extend your reach and reinforce key messages with your audience.
Evaluate the success of your DEMA Show participation by measuring metrics like leads generated, sales closed, engagement levels, and ROI, and compare it to your Show-related expenses. And since some buyers aren’t ready to buy immediately, you’ll want to continue measuring the results over the next several months to get an accurate analysis.
Hold a post-show team meeting to discuss what worked, what didn’t, and what could have been done better. Seek input from all who contributed to the production, as each individual encountered distinct experiences that could be quite valuable. Use this feedback to refine your approach for future shows.
Compare your DEMA Show outcomes to the goals you set before the event. Celebrate your successes and identify areas for improvement.
Ensure all lead information is accurate in your customer relationship manager (CRM) for easy tracking and ongoing communication.
Review your booth staff's notes on conversations to identify common questions, concerns, and interests. Use this data to refine your messaging and address any areas for improvement.
Use the information above to start planning your strategy for the next DEMA Show. Budget for any value-added promotions, advertising, and sponsorship opportunities ahead of time so you get extra bang for your buck.
A successful DEMA Show experience involves thorough planning, active engagement, and strategic follow-up. Each phase is interconnected and contributes to the overall effectiveness and success of your participation. For additional resources to help you make the most of your DEMA Show experience, visit our Exhibitor Resources page.
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