It is not unusual for exhibitors to expect that trade show managers and producers will bear the lion's share of responsibility for generating show attendance. However, to rely entirely on those promoting the show for high traffic levels may be a bit naive. After all, show management may have a different objective in mind when promoting a show... namely to get as many people as possible to the show, which in turn will convince you and other exhibitors that you should participate.

Although a large quantity of attendees is the goal of the show producers, you may want to look for more quality traffic. It's time for you to do some pre-show promotion of your own.

A recent survey indicated that a major percentage of show participants report that they are involved in pre-show promotional activity. However, only 20% indicated a strong commitment to creative and innovational pre-show marketing on their own. It is not surprising that those 20% also report a higher than average Audience Interest Factor (the percentage of attendees who stop and visit at least 2 out of every 10 booths) and higher than average levels of Exhibit Efficiency (the percentage of the potential audience that receives person-to-person contact at an exhibit. Do you want to be part of the 20%? If so, read on...

It has been clearly established that a personal invitation from an exhibitor is the most important reason someone will visit an exhibit. Personal invitations are not to be confused with a postcard merely indicating your presence and booth location. Invitations should be hand-written if possible and contain a compelling reason to visit your exhibit. Many show attendees visit only those exhibits to which they have received a personal invitation. Some firms followup invitations with a phone call to make sure the invitation was received and to reinforce the need to "stop and talk with us".

One company that I am familiar with followed the invitation with a mailing that included a "Show Survivors Kit" that included a planner for each day of the show with their booth number prominently displayed, a roll of mints, a pen with a scratch pad, and finally an invitation and directions to the firm's hospitality suite at a nearby hotel.

Some companies send a "teaser" item that requires a booth visit to receive the rest of the item or an item of greater value. Naturally all items that you use should be imprinted with vital information such as your company logo, phone number and address and, your booth number.

Beside creating interest before and during the show, these items will return home with the attendees and continue to be a constant reminder of you, your company and your product or service.

The additional investment in thoughtful pre-show promotional activities will reap great rewards for you in terms of a more successful show experience... a better bottom line!