Tradeshow season is upon us. RSA, Interop and the Open Networking Summit are just around the corner. As we prepare for each show, the long days, the booth design, the networking events, we can’t forget the most important element of the show: building a relationship between your target audience and your brand. It’s imperative to focus on brand marketing not just during, but before and after any major event or tradeshow. These efforts will build familiarity and trust between the brand and key audiences before the show. While the show itself can be a big event for your brand, the behind the scenes work leading up to, during and after the show is essential to elevating your brand and engaging new followers.