Trade Show and Event Marketing Editing and Proofreading Services

A trade show stand is a marketing channel with a footfall problem. Several thousand people walk past it over three days, most of them travelling in a direction, glancing sideways for the fraction of a second it takes to decide whether to slow down. In that moment the stand has to answer one question — is this relevant to me — and the stand's copy typically answers a different one, usually the company's name and a strapline about innovation that could belong to any of the four hundred exhibitors.

We edit what exhibitors, event marketers and organisers produce — stand messaging and graphic copy, banner and wall headline copy, product demonstration scripts and talk tracks, staff briefing and qualifying question documentation, lead capture forms and qualification criteria, follow-up email sequences after an event, pre-show invitation and appointment-setting campaigns, speaking session abstracts and submissions, sponsorship and exhibitor packages for organisers, event programme and signage copy, delegate communications and joining instructions, post-event reporting and lead reconciliation, and virtual and hybrid event content. Our editors work on the three seconds and the three weeks afterwards.

The stand headline and the follow-up are the two documents that determine whether the money was worth spending, and they fail in opposite directions. The headline says who the company is when it should say what it does for whom, in words a passing stranger can process at walking pace — and the test is whether someone who has never heard of the company can tell within three seconds whether it is for them, which the company name and "innovating for tomorrow" cannot. The follow-up then fails by being generic: 340 badge scans receive the same email eleven days later, referencing the event and offering a demonstration, and the two people who had a real conversation get the same message as the person who wanted the tote bag. We write these so the qualifying question the staff ask is designed to produce something recordable, so the lead form captures that one thing, and so the follow-up references it specifically and goes out within forty-eight hours. Most of the value of a trade show is lost in the fortnight after it.

Everything you send is treated in confidence, including lead data, campaigns before launch and commercial terms. We are editors rather than event marketers, and we offer no view on stand design, event selection or lead performance. What we can do is make the headline work at walking pace and the follow-up worth opening.