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