Trade shows provide a great opportunity for cementing relationships with existing clients. Post your schedule on your Web site. Keep the schedule updated and revised as the year progresses. Include your trade show schedule in any direct mail or catalog mailings as well as on appropriate advertisements. Mail information to registrants in advance, if possible.
Some associations release their registration list before the trade show.
Mail an oversized postcard announcing your booth location, any special events, workshops, or trade show discounts to each registrant. Or target a smaller segment of the registrant list with an offer of special interest to them, based on job title or other demographic information. Make sure you are mailing to contacts who most closely match the demographics of those attending the show. Buy lists of all the key department chairpersons for the appropriate curriculum area and send them special preshow offers. Once you are at the trade show, make sure your booth and conference activities attract attention and traffic and, even more importantly, that you have a way to capture the names and contact information of qualified leads who stop by to learn more.