The best investment an exhibitor can make in addition to exhibiting at a trade show, is to get the word out ahead of the trade show that they will be there. There are several effective ways for exhibitors to do this. One is to send out a pre-show mailer or email campaign. A postcard or blast announcing that your company will be exhibiting at an upcoming show, complete with your trade show booth number is a start, but you can further entice prospects to visit with a special offer such as a giveaway. Many exhibitors have found that they have success with promoting special in-booth presentations or new product introductions during the expo. In addition to mass-marketing efforts like those, you should also mention your show presence to each prospect AND client you speak with in the months or weeks leading up to a show. It can even be a good reason to place another call to that prospect you haven’t heard back from. Sales staff can personally call and schedule in-booth visits with key prospects and existing accounts. Even if it’s just a mention of when that sales person plans to be in the booth, such personal invitations are highly effective.
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If you decided to have in-booth product demonstrations, or giveaway free product samples at your trade show booth, you might want to consider hiring promotional models. Their friendly faces will help create an atmosphere around your booth that is inviting to potential customers walking the trade show floor.