Case Study: Product Launch Buzz at a Major Trade Show
An established, mid-size company with a strong brand, a mature social media presence, and a loyal customer base. Going into this trade show, the client had one major goal: introduce a brand-new product in a way that felt exciting, credible, and impossible to ignore—without pulling internal staff away from daily operations.
The Situation
As the show approached, the client was squeezed from every angle:
- The marketing team was already juggling day-to-day campaigns, customer updates, and internal requests.
- The sales team was preparing demos, booth logistics, training, and travel.
- The product team was finalizing launch messaging, specs, and availability.
In short: the client had the content ideas, but not the bandwidth to execute a trade-show-level social strategy at the speed the moment demanded.
What The Client Needs
They need a partner who can:
- Take social execution off their plate while the client focused on operations and the booth
- Use a proven playbook to create timely, engaging content that builds buzz
- Generate attention across multiple platforms, not just one
- Provide live event coverage that made people feel like they had to stop by the booth
Why We Chose Push Social Agency
Push Social Agency acts like an extension of the in-house team—without the overhead and ramp-up time of adding another full-time employee just for a convention cycle.
They don’t just “post.” They run a launch workflow designed for trade shows: fast-moving, coordinated, and built around real-time energy.
The Push Social Workflow "Easy as 1-2-3"
This is the best part for the client: it doesn’t require perfect inputs or hours of meetings.
1) Client Provides the Basics
Our client only needed to share what they already had (or could gather quickly):
- Rough content ideas (bullet points were fine)
- Photos, quick videos, booth mockups, product shots
- A few quotes (from leadership, product, or sales)
- Brand guidelines and any do/don’t notes
2) Push Social Builds the Launch Engine
Push Social can take those raw materials and turn them into a complete, trade-show-ready content system:
- A short launch messaging framework (what to say + how to say it)
- A platform-specific content plan (LinkedIn vs. Instagram vs. X, etc.)
- Graphics, short videos, and post templates
- A posting schedule that aligns with key moments (pre-show, travel day, setup, show open, demos, after-hours networking, final day urgency)
3) Client Approves, Then Push Social Agency Executes + Covers Live
Once the direction is approved, Push Social can handle:
- Publishing across platforms
- Real-time adjustments (timely posts when something big happens)
- Live event coverage (photos, clips, recap posts, “happening now” updates)
- Comment/engagement support to keep momentum going
What Push Social Agency Can Do (The Playbook in Action)
Pre-Show: Build Anticipation Without Burning Out Our Team
Push Social can drive pre-event momentum with content like:
- “New product reveal” teasers
- Behind-the-scenes prep (without leaking confidential details)
- Countdown posts and “where to find us” content
- Product problem/solution posts that make the booth visit feel necessary
- “Meet us at the show” posts that equip our sales team with shareable assets
Impact For The Client: the client stayed focused on operations, while excitement built publicly.
During the Show: Live Coverage That Turns Attention into Booth Traffic
Push Social can create the kind of real-time content that makes a booth feel like the center of the event:
- Live demo clips and short highlight reels
- Customer reactions and quote cards
- “Spotted at the booth” moments with visitors/partners (where appropriate)
- Daily recaps (“Day 1 highlights,” “Day 2 biggest questions,” “What everyone asked today”)
- Urgency posts (“last day to see it live,” “final demos at X time”)
Push Social can also keep content timely by adapting to what’s happening on the floor—so the posts don’t feel generic or delayed.
Impact for the Client: the booth stayed busy, conversations stayed high-quality.
Cross-Platform Buzz: Not Just One Channel, One Audience
Push Social can help repurpose the same event energy into platform-specific formats, such as:
- LinkedIn: credibility, product positioning, customer stories, industry relevance
- Instagram: visuals, short clips, “in the moment” excitement
- X: quick updates, announcements, real-time momentum
- TikTok/Reels/Shorts (optional): short-form punch that expands discovery
Impact for The Client: the product launch didn’t live in a single algorithm. It looked like a coordinated presence everywhere our audience pays attention.
Outcomes
- Heavier booth traffic
- More qualified conversations (not just casual passersby)
- Stronger follow-up lists for sales
- Increased product interest that continued after the show
- Improved customer confidence because the launch felt “big,” polished, and supported
In short: the social strategy helps to turn a trade show from “presence” into pipeline and retention momentum.
Why This Beat Hiring an Additional FTE
Even a talented in-house hire would have required:
- Recruiting time
- Onboarding time
- Learning our brand voice, product, approvals, tools
- Figuring out trade show content patterns from scratch
Push Social already brings expertise in convention workflow—and can execute immediately with minimal lift from our team. The client got the output of a specialized event social function without the long ramp-up or the ongoing employment overhead.
