There are four major components you can use to literally command people to come to your booth, all the way from sending out a pre-show invitation, down to the little details that will ensure that they feel welcome to come in and spend a few minutes of discussion with your sales people. It has been proven that the first step to ensuring greater booth traffic is pre-show promotion. A straight-forward business letter on Monarch size stationery. The message should be a specific reason to get to the exhibit. Don't use bright, colored paper to gain attention.
Bright colors have the appearance of junk mail.
FAX your message. Very few companies are using this medium. Texas Instruments recently tripled their attendance over projection at the Comdex Show. A phone call to try to secure a commitment. Direct mail or advertising follow-up to mass audience.