BY DREW MESSINA
As a member of the luxury transportation business, you know the real magic happens beyond emails and phone calls. It’s in the hustle and bustle of trade shows, industry expos, bridal showcases, and local events where the right handshake, a friendly smile, or a quick chat can lead to the next big shuttle contract or event booking. Whether it’s trade shows for this industry or those dedicated to broader business travel or related hospitality verticals, it isn’t just about being seen—it’s about planting your flag and letting everyone know you’re serious and ready for anything.
When you walk a show floor, marketing your business is only one piece of the equation. You’re also making real connections, picking up on trends, seeing what the competition is up to, and getting face-to-face feedback. Those conversations with event coordinators, admins, and decision-makers are where the good stuff happens. You learn what they really need and how your company can make their lives easier.
Of course, a smile and a handshake are the first impression, but what makes it last long after the initial interaction? The right promotional swag can be your secret weapon, but only if it’s something people actually want or find useful. Think back to the last time you picked up a giveaway: What made you keep it? Forget the basic pens and magnets. The best swag is practical, cool, and just a little different, like branded phone chargers, lint rollers, tumblers, or even sunscreen for those summer events. That’s how you “keep your brand in their hand.” For example, companies like Park Avenue Limousine (powered by Leros Transportation Group) have nailed this for years with their branded wine openers. It’s amazing how those little openers seem to pop up everywhere, months and even years after an event. That’s staying power.
We’ve spent 40 years working side by side with the luxury ground transportation industry, so we’ve obviously seen firsthand how the right event marketing—from relevant collateral to memorable branded giveaways—can help operators make the most of every opportunity. But also consider what you’ve kept on your desk or in your car year after year. If it’s useful, it will be used ... and will keep your name in their mind. Our best advice: Make every item, every introduction, and every impression count.
❱ Know Your Audience
But here’s the real secret: it’s about the people, not just the paper. Anyone can pass out a glossy brochure, but contracts are won by building real relationships. Do your homework and know your audience. Don’t hand a wedding brochure to a sports tournament planner but instead, show them you “get” their world. Bring stories and materials that solve their problems, whether it’s a group transportation quick-guide or a success story from a similar event. Be the person who makes their job easier, not just another vendor with a stack of flyers.
❱ Unified Messaging
And don’t forget the power of looking like a team. When Tim Rose, president of Hoffmann Transportation Group, was gearing up for the recent GBTA Convention, he wanted to make a statement. This new conglomerate was formed by eight veteran companies joining forces, and unity was the message. Tim made sure the whole team had coordinated dress shirts, each one with the Hoffman logo on one side and their company’s logo on the other. Not only did it look sharp, but it sent a clear signal: we’re in this together, and we mean business. That’s the kind of attention to detail people remember.
❱ Consistency Counts
The most successful companies don’t show up just once a year; they’re always around, popping up at regional events, dropping a quick note after a show, or offering value year-round. Out of sight really is out of mind. Sometimes, that next big contract comes because your swag or business card was right there on their desk or in their bag when the need arose—not shoved in the back of their closet or already tossed.
❱ Make It Easy
If you want to go the extra mile, make your marketing genuinely useful. Add a QR code to your business card so planners can book a ride with a quick snap. Put a vehicle capacity chart on the back of your rack cards. Create a last-minute event checklist branded with your logo. If it makes their job easier, it won’t end up in the trash. At the end of the day, event marketing isn’t about being the loudest or flashiest. It’s about showing up, standing out, and making the people you meet feel like you’re there to help their company grow, not just to sell them something. So, get off your phone, go out there, walk the floor, hand out swag that people actually want, and above all, have some fun with it. The next big opportunity is out there, and if you keep your brand in their hand, you might just be the first call they make when it lands on their desk. [CD1025]
Drew Messina is the VP of Operations for marketing firm Create-A-Card. He can be reached at
