Exhibiting at a trade show is a partnership between the exhibitor and show management. It is primarily show management's job to bring qualified attendees to the exhibition. But it is the exhibitor's job to identify which of the attendees to target at the show -- customers/clients to up-sell, and both prospects who know of your company and you, and suspects who you want to meet.

The most important thing to remember is to focus promotional efforts on targeted attendees. The more focused the campaign, the more positive the result.

Some of the most effective pre-show methods of driving traffic to an exhibit are:

• Advertising in pre-show issues of targeted trade publications (and do not forget to put a "Post-It Note" on the ad saying "Visit Us at XYZ Show, Booth 1234")
• E-mail or creative faxes to those attendees with whom you already have a business relationship
• Direct mail pieces, such as oversized postcards redeemable for a gift when brought to the exhibit, creative mailers, or letters containing the complimentary show floor passes available from many show managers
• Banner ads on the corporate Web site and an event page listing upcoming shows, locations, dates, booth number and what products will be displayed
  Telemarketing, especially to your customer base local to the show venue and hottest local prospects
• Invitations to the exhibit to meet VIP company personnel or visit a hospitality suite
• Distributing press releases to appropriate publications to announce new products/services and anything newsworthy you'll be doing in your exhibit during the show

Depending on the audience and budget, you may want to contact your perfect prospect in multiple, varied ways.

Work with show management to obtain mailing lists that target the demographics of the perfect prospect (i.e. title, company size, budget, geographic area, etc.). Consider having a show-designated mailing house manage direct mailings, so allow time to work with an unfamiliar vendor and for bulk delivery. The current year's pre-registered attendee list can be accessed two to three weeks before show opening. And don't forget to add the customers and prospects in your own database to this mailing.

Industry surveys have consistently shown that exhibitors can DOUBLE qualified exhibit traffic by promoting to their target market before the show with a compelling reason to visit your exhibit. According to the 2000 CEIR Data Point report, 76 percent of show attendees arrive at the show with an agenda, so launching a focused, creative marketing campaign highlighting your newest and most innovative products will give you top priority on attendees' short-list of exhibitors to visit.

Pre-show promotion to the target audience should be the first part of a three-pronged plan to contact the target market three times - before the show, at the show and after the show.

Candy Adams, CTSM, CME, CEM, CMP, CMM
a.k.a. "The Booth Mom®"
Trade Show Consulting
www.BoothMom.com