Pre-show marketing is one of the most effective ways to increase booth traffic and ensure your exhibit delivers results. Simply showing up at a trade show is not enough—attendees need a reason to prioritize your booth over hundreds of others. A well-crafted invitation strategy can make the difference between a quiet booth and a busy one.

Case Study: Hall Research at the Digital Signage Expo

Hall Research, a leader in AV products, demonstrated the power of pre-show marketing at the Digital Signage Expo in Las Vegas. Their approach combined professional email invitations, targeted content, and an exclusive event.

Step 1: Initial Invitation
Days before the show, Hall Research sent an email with a clear value proposition:
“Please join us at the Digital Signage Expo in Las Vegas, Booth 1115, to see newly released and upcoming AV products for video signage applications.”

Step 2: Exclusive Lunch and Learn
Next, they invited attendees to a private Lunch and Learn, led by their National Sales Manager. The session covered high-resolution content distribution for recreation venues such as gyms and bowling alleys. This positioned Hall Research as a thought leader while giving attendees an incentive to attend.

Step 3: Product Highlights
The follow-up email included images and short descriptions of the products to be demonstrated, including the new URA-XT daisy-chainable Video-over-UTP receivers. Visuals reinforced the excitement and set clear expectations.

Why This Strategy Worked

  • Agendas matter: Every attendee arrives with a plan. By aligning with their goals, you increase the chance of engagement.
  • Food creates community: Offering lunch made the event both appealing and memorable. Attendees networked while learning.
  • Exclusivity drives demand: By reserving booth space for a select group, Hall Research made their event feel special and desirable.

How to Apply These Pre-Show Marketing Tips

You can adapt the same approach to your own trade show program:

  • Send timely, professional invitations with a clear value statement.
  • Host a special event at your booth, such as a Lunch and Learn or product demo.
  • Use visual product previews to build anticipation.
  • Create a sense of exclusivity with reservations or VIP access.
  • Encourage networking opportunities so prospects connect with each other while engaging with your brand.

Pro tip: Absolute Exhibits has helped clients integrate pre-show marketing campaigns with booth design, creating a seamless experience that starts before the show and continues on the floor.

Pre-Show Marketing Checklist

  • Email invitations sent 1–2 weeks before the show
  • Clear value proposition in every message
  • Exclusive session or event scheduled at the booth
  • Product images and descriptions included
  • RSVP system or reservations to boost exclusivity
  • Follow-up plan ready for attendees after the event