Exhibitors can entice attendees to visit their booths by using one or more of these strategies:

• Start with a good mailing list. The best comes from the show itself with all of the attendees that have signed up. Now, target the key people you want to attend.

• Refer to your booth number. Make it easy to find your organization by displaying your booth number prominently in all materials and on the show floor. How many clients miss your booth because they could not find your booth number!

• Use a trade show promotion theme – Into the Jungle, Under the Sea, Jazz Night in New Orleans. Determine a trade show promotion theme with objectives, then come up with a short phrase that illustrates the marketing message and makes people think. Always remain consistent, making certain that everything ties into the show theme. This will assure that each trade show marketing piece is memorable and builds retention.

• Make your invitation a creative enticement.
• Think about what your organization has that would be of value to your target audience. Have fun in positioning why they would come to your booth.

• Place an ad in trade journals reflecting your theme and make certain it delivers before the show.

• Offer an incentive. The trade show marketing incentive doesn’t have to be expensive. But it must be sharp, trendy and unusual; as well as appeal to your target audience and most importantly something that has your name on it and that they will keep.

• Use direct mail with an unusual size and color of envelope. Refer to the show on the envelope. Encourage the recipient to take some action. You should enclose something that can be redeemed for a premium at the show. We have discussed this before – a key to fit a treasure chest at your booth, an empty box with a note to stop buy to get the contents. Timing is everything; mail should deliver 7-10 days before the show. Follow up on the mailing with phone calls to important clients and prospects.

The key is to fill your exhibit. Not with everybody at the show – but with the important people that will likely want to do business with you!