pre-show marketing strategies

Success on the show floor starts long before the doors open. A smart plan built around pre-show marketing helps you attract attention, fill your booth with qualified attendees, and generate stronger ROI. The best part? Starting 6 to 9 months in advance gives you time to adjust, test, and refine your approach—eliminating last-minute stress.

Why Pre-Show Marketing Matters

Trade shows are crowded and competitive. Without advance promotion, even the best booth can go unnoticed. Pre-show campaigns let you:

  • Alert customers and prospects about your booth
  • Build excitement around product launches or demos
  • Drive targeted traffic with measurable campaigns

Proven Pre-Show Marketing Strategies

1. Invitations and Passes

  • Send free customer invitations and show passes.
  • Mail personalized postcards with booth details to prospects.
  • Follow up with phone calls to key customers.

2. Press and PR

  • Publish a press release announcing new products, contests, or events.
  • Share updates with trade publications to maximize visibility.

3. Digital Campaigns

  • Create videos or teaser clips for display ads and native advertising.
  • Use PPC campaigns with custom landing pages and track conversions.
  • Leverage Google Tag Manager to monitor campaign performance.

4. Social Media Buzz

  • Post regularly leading up to the show.
  • Use event hashtags to join the conversation.
  • Share sneak peeks or behind-the-scenes prep to build anticipation.

5. Website and Event Updates

  • Add trade show details to your website homepage.
  • Highlight booth activities and incentives to encourage attendance.
  • Plan in-booth events carefully to avoid conflicts with major industry activities.

Checklist: Pre-Show Marketing Essentials

  • Send invitations, postcards, and free passes
  • Call top customers with personal invites
  • Announce news via press releases
  • Launch PPC campaigns with custom landing pages
  • Track calls with a campaign-specific phone number
  • Use social media and event hashtags for buzz
  • Update your website with booth info
  • Align booth events with the industry calendar

Final Thoughts

Preparation is the foundation of trade show success. With well-executed pre-show marketing strategies, you can boost visibility, attract qualified buyers, and maximize ROI before you even set foot on the show floor. As Absolute Exhibits has seen with clients, exhibitors who prioritize pre-show promotion consistently outperform competitors and leave shows with stronger pipelines.