Exhibitors ask this question every day: “How do I get people into my booth?” The truth is, it doesn’t start on the trade show floor. Instead, it begins weeks or even months before the event. If you want attendees to see your booth as a “must visit,” you need a layered approach: pre-show marketing, onsite engagement, and dealer coordination.
Pre-Show Marketing: Before Attendees Arrive
The most effective way to fill your booth is to make sure attendees already plan to visit you.
- Direct Mail with Incentives
Send postcards or mailers with a clear reason to stop by. For example: “Bring this card to Booth #C-112 and enter to win an iPad.” Place your key message on the same side as the mailing label. Since that side lands face up on a desk, it is far more likely to be seen. - Email Campaigns
Announce product launches, provide booth maps, and include a link for scheduling appointments. This helps prospects plan their time and prioritize your booth. - Literature Packets
Prepare information packets in advance. After the show, mail them immediately with a personalized cover letter. As a result, your materials arrive while the event is still fresh—far better than a catalog that shows up months later.
Pre-Show Buzz: Once Attendees Are in Town
Your marketing should not stop when attendees land. Broader campaigns can expand your reach and even unsettle competitors.
- Airport and Hotel Media
Affordable signage in airports and hotels puts your name in front of attendees before they reach the venue. - Social Media Campaigns
Use hashtags, daily updates, or giveaways to create anticipation. In addition, encourage booth visitors to share photos and tag your company. - Video Marketing
Short teaser videos, played online or onsite, can showcase product launches and special promotions. These create interest and help guide traffic to your booth.
Show-Site Marketing: On the Trade Show Floor
Once the doors open, your challenge is standing out among thousands of booths.
- Bold Signage
Towers, lighted backwalls, and video walls make your booth easy to spot. - Giveaways with Purpose
Connect giveaways to lead capture. For instance, require a badge scan or short survey to qualify for prize drawings. - Demos and Presentations
Live demonstrations and looping videos naturally gather crowds. They also create moments that spark conversations. - Knowledgeable Staff
Do not rely only on salespeople. Bring product experts who can answer detailed questions and show credibility.
Dealer and Distributor Network
If you work with dealers, use their reach to bring customers directly into your booth.
- Incentives
Offer rewards for sales tied to leads captured in your booth. Set a 90–180 day post-show window to track results. - Pre-Show Coordination
Provide dealers with at least 30 days to call their clients and schedule booth meetings. - Scheduling
Assign shifts or have a central contact manage dealer appointments. This prevents overcrowding and ensures staff can support dealers effectively.
Checklist: 5 Ways to Get People Into Your Booth
- Pre-show marketing – Send postcards, emails, and invitations with clear incentives to visit.
- Create buzz in town – Use airport signage, hotel ads, and social media campaigns.
- Stand out on the floor – Invest in bold signage, live demos, and purposeful giveaways.
- Staff smartly – Bring product experts, not just salespeople, to engage visitors.
- Leverage your dealer network – Motivate dealers with incentives and coordinate booth schedules.
Final Thought
Getting people into your booth takes planning and follow-through. First, use pre-show marketing to get on attendees’ schedules. Next, build buzz campaigns that keep your brand visible once they arrive in town. Then, focus on onsite engagement with signage, demos, and expert staff. Finally, tap into your dealer network to maximize reach.
When all of these elements work together, your booth becomes a must-see destination rather than just another stop on the trade show floor.
