Exhibitors often focus heavily on the show itself, but what happens in the months before is just as important. Staying in touch with prospects and leads ahead of a trade show builds familiarity, strengthens relationships, and increases the likelihood of meaningful booth conversations. Done right, pre-show communication keeps your brand top of mind without overwhelming inboxes or sounding pushy.
Practice Empathy in Outreach
Not every prospect is ready to buy. A respectful, empathetic approach helps you stand out from competitors who push hard sales messages. Instead of generic pitches, tailor your communications to show that you understand your audience’s challenges. Think of it like meeting someone on the show floor—you start a conversation, not a monologue.
Share Digital Content to Build Interest
Trade shows are designed for discovery, but you don’t have to wait until the event to educate your audience. Send digital literature such as white papers, industry insights, or product guides that address current pain points. When prospects arrive at your booth, they’ll already be familiar with your expertise, which makes conversations more productive.
Examples of valuable digital assets:
- Market reports and forecasts
- Product demo videos
- Customer success stories
- Interactive brochures
Add Levity with Social Content
Engagement doesn’t always need to be serious. Light-hearted content can cut through the noise and make your brand memorable. Humorous social posts, behind-the-scenes glimpses, or interactive polls help prospects feel more connected. People who enjoyed your content beforehand are more likely to stop at your booth once the show opens.
Highlight Alternative Events
If your brand participates in speaking engagements, mobile tours, or regional showcases, let prospects know in advance. These smaller-scale events can complement trade shows and provide more intimate touchpoints. The key is to build anticipation: invite contacts to demonstrations, lunch-and-learn sessions, or local meetups that showcase your products in action.
Keep Relationships Warm Year-Round
Strong trade show ROI depends on more than booth design. Consistent, thoughtful outreach builds trust and sets the stage for success on the show floor. Many exhibitors turn to partners like Absolute Exhibits for guidance on balancing pre-show communication with in-booth experiences. Their expertise ensures every touchpoint feels coordinated and aligned with your goals.
