Now perhaps the speaker was somewhat correct in noting that the audience for a trade show may differ from a consumer show audience. However, the fact remains that even though the motivation to attend may be different, the objective is the same. Both audiences are looking for a buying decision of some kind. In the case of consumer shows, the purchase may be immediate while the purchasing cycle for trade show products is usually somewhat longer. If you are exhibiting at a consumer show for the first time, you may want to change your approach to pre-show marketing, exhibit design and staff training.
Most people respond to invitations.
While your may be able to personalize invitations to clients and industry leaders for a trade show, it is difficult to personalize invitations to an audience that you do not know by name. Therefore, you pre-show promotion for a consumer show will depend on the mass media. Use newspaper, radio and television to deliver your message. Remember to feature a compelling reason to visit your booth specifically. You can increase your chances for success by offering show specials.