This guide will help you market your product before, during, and after the show.

Don't miss a deadline

You've got a lot to keep track of when planning your IFTD outreach. Our simple calendar can help keep your major online marketing assets on schedule

Download your Calendar

The worst thing you can do is to show up at IFTD without doing any pre-marketing

Here's what we recommend:

Step 1

Create a Story

A great product story focuses on the people using the product, not the product itself. Your story should help people understand how your product solves a problem.

Step 2

Identify a target audience

In order to be effective with your pre-marketing efforts, you need to know who is going to be at the show. Start with the people in your network, then expand to bloggers, media, and ambassadors.

Step 3

Build buzz early

Getting your audience excited about your product is critical to success. Send your product to show visitors early. Let them get familiar with it prior to asking them to vote for it.

  • Create a plan

    You're going to need a plan to stay on schedule. We have just the thing our free down-loadable calendar customized for IFTD.

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Step 4

Hold their Attention

As people start talking about your product, it's important to keep them guessing. Don't give away all the best details before the show. Slow drip out just enough to pique their interest.

Step 5

Be Dynamic

The ability to adjust your premarketing plans on the fly will be essential during all phases of your campaign. If something is not working, change it. If no one is responding to your emails, write new ones. The brands that can adjust on the fly will ensure their product get seen at IFTD.


Come get some free stuff

People love swag and having a creative reminder of why your product is the best will keep your brand at the front of their mind. A few easy ways to promo your product are cool stickers and simple takeaways. The key word is simple. You don't want to bog people down with a giant brochure. We love stickers; they are cheap, easy to make and give the design freedom to tell a great story.

A few options to consider
  • Stickers
  • Brochures
  • Something Totally Unique

Track your visits

IFTD pros know that being able to monitor visitor access to your booth can mean the difference between a successful show and a disappointing one. We highly recommend using downloading and utilizing a CRM to track visits and interactions through the show. Our favorite free CRM is the hubspot Sales CRM . It's extremely easy to use and is full featured.

Creative ways to get people to your booth
  • Have places to sit down, walking around IFTD is exhausting.
  • Host a beer cart.
  • Have a giveaway. If you've got a hot item, give a few away at a set time. Yeti had a great daily giveaway of their ramblers a few years back. It brought lots of people to the booth.

Keep it classy

There's nothing worse than looking like you're begging for votes. If you take the time upfront to build the buzz the people will come. They will either vote for you or not. Don't force your product on people and look desperate. A little pre-planning and execution can go a long way.

After the Show

You're not done yet

Once the show is over your work is probably just beginning. Please, don't lose sight of the connections you made during the show. Use the CRM to send an email to all the people who stopped by the booth and thank them for the patronage. The beauty of IFTD is the ability to develop lasting relationships within this industry. You are a part of a small, amazing community. Respect the community, and it can be a rewarding place to grow.

Prepping for IFTD is hard, but you don't have to do it alone.

At Sage Lion Media we exist to make outdoor brands successful. We've been to the show for years and know what it takes to launch your brand and get it noticed while in the new product showcase. If you need help creating an impactful IFTD launch, please drop us a line.

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