Direct mail is the most common pre-show marketing tool. Price recommends sending a letter to customers and prospects two months prior to the show. Jaderholm sends his one month beforehand, announcing his attendance at the show, his booth location and what he'll be exhibiting. Norda Technologies' Hughes puts a public relations campaign in motion prior to a trade show by calling up editors of industry publications and mailing press releases. Consider calling your more important customers and prospects to personally invite them to the show, and try to set up appointments with them during the event itself.
Some companies place ads in trade magazines announcing both their attendance and booth number.
Contact everyone on your list two or three times prior to the show, Burgess recommends. Whatever course of action you decide upon, don't rely on walkbys to make the show a success. Just as with retail stores, foot traffic generates only so much interest. Savvy marketers continually advertise and promote, whether they have a storefront business or a trade show booth. And, because you only have between five and 15 seconds to attract the attention of those walking by your booth, booth graphics and advertising messages should resemble billboards, he advises.