Brands make a significant investment in attending and presenting at trade shows, but the magic begins long before the exhibition doors open.

With months of careful planning and execution to maximize return on investment, you can build authentic connections and undeniable credibility before, during and after the show.

One way to do so is through influencer marketing and media partnerships, which can generate buzz and extend your reach far beyond the convention hall. According to Sprout Social’s Q1 2025 Pulse Survey, most B2B brands use influencer marketing to build awareness (67%) and credibility (54%), with additional goals such as engagement (37%), product development (29%) and revenue growth (24%).

A strategic approach is essential, though, because an effective influencer and partnership program doesn’t happen overnight. It takes time, effort and careful planning to build the right way. It helps to have a partner that can function as an extension of the brand’s marketing team and to follow these tips.

Building Pre-Show Buzz and Driving Booth Traffic

Key industry voices talking about your brand and your presence at an upcoming show can generate immense excitement.

Influencers can tease product launches or exclusive experiences, while media partners can feature your brand in their pre-show guides. This proactive approach ensures your target audience arrives at the show informed and excited to find your booth.

This strategy also extends your reach beyond just trade show attendees. Livestreams, behind-the-scenes content and exclusive interviews can capture the attention of a much broader audience, converting non-attendees into engaged prospects for future events or direct sales.

Dominating the Show Floor: Content, Credibility and Niche Engagement

During the show, influencers and media act as powerful content generators and credibility builders, giving your brand a significant edge.

Content Generation at Scale: Influencers are content creation machines. Partnering with them ensures a steady stream of authentic, engaging content — from dynamic experiences such as Huber’s annual “Best of Social” awards to captivating Instagram Stories and live Q&As. This diverse content can also be used on your brand channels as influencer-generated content, saving your internal team countless hours.

Social Proof and Credibility: When well-known influencers interact with your brand, it provides invaluable social proof. Simultaneously, a strategic media partnership provides a different kind of credibility. For example, Kitchen & Bath Business magazine is the official publication for KBIS, giving it the authority to deliver exclusive insight into show initiatives. Partnering with a publication like KBB provides a powerful third-party endorsement that positions your brand as a respected industry leader.

Niche vs. Broad Audience: Influencers have cultivated highly specific communities. By aligning with the right voices, your brand can connect directly with niche audiences who are genuinely interested in your products. A media partnership, on the other hand, can provide access to a broader, established audience, such as the more than 100,000 monthly subscribers of KBB magazine, ensuring your message reaches a wide range of trade professionals and consumers.

Post-Show Momentum: Sustaining Engagement and Measuring Success

The trade show doesn’t end when everyone goes home and you’ve packed your booth away: Strategic partnerships ensure your investment continues to pay dividends long after the event.

It’s critical to repurpose your content and share it after the event for months or even a year later. This long-term view transforms influencers into true brand ambassadors, fostering sustained credibility and authentic endorsements.

7 Tips for Bringing Influencer Marketing Into Your 2026 Trade Show Strategy

I asked Wray Ward experts Amanda Williams, influencer brand marketing senior director, and Carter Swaim, social media & influencer manager, to share their insights and experiences on how smart brands navigate influencer marketing to get ready for trade shows.

1. Plan (Far) in Advance: Schedule and plan well in advance to secure the right influencer partners and discuss potential exclusivity agreements.

2. Prioritize One-on-One Time: Brand marketing leaders should connect with influencers personally. Building a relationship through direct conversation fosters deeper loyalty with influencers and helps turn them into passionate brand advocates.

3. Focus on Live Activations: Invite influencers to your trade show booth for in-person events such as panel discussions, trendspotting and community meet-ups. This brings social media to life and adds authenticity.

4. Arm Them With Resources: Provide influencers with thorough preparation and materials so they feel confident and knowledgeable when representing your brand during live engagements.

5. Use AI as a Tool, Not as a Voice: In an industry built on trust and craftsmanship, genuine human connection is paramount. Although the trend of AI-generated spokespeople may seem like a quick and easy win, in the long run, it can weaken your brand’s integrity. But AI is a valuable tool for builders and designers. Consider how to use AI to create renderings, streamline business tasks or help with project estimates to provide trade show attendees with actionable insights during the event.

6. Maximize Post-Show Content: You’re going to have a lot of content after the show (especially when you follow tip three!). Develop a detailed plan to repurpose and share video clips, interviews and product demos across all of your channels for months after the event.

7. Invest in a Strong Partner: Either have a dedicated internal team or partner with an agency such as Wray Ward. Managing influencers, from contracts and deliverables to travel coordination, is a complex task that shouldn’t fall to a CMO or their team during a busy trade show.

Ready to amplify your brand?

Leveraging the power of influencer marketing and media partnerships at trade shows can help your brand stand out from the crowd.

Ready to explore how to transform your next trade show? Let’s connect.

For more insights on maximizing your trade show presence, explore the rest of our content series, featuring trade show planning best practices and a Q&A with the marketing team at Huber Engineered Woods.