In order for trade show booths to be successful, it requires a steady stream of visitors. There are 2 choices: to either rely on the trade show promoter to bring in potential customers, or take hold of the reigns and market your trade show booth independently. The latter is the best choice to drive up the return on your investment.
With the right marketing technique, you’ll be able to dramatically increase foot traffic to your trade show booth. Traditionally, trade show booths have relied primarily upon the organizers of the trade show to do the promotion. That’s mostly why the fees to participate are expensive. However, the market today is cut-throat and highly competitive, so relying on the trade show organizers promotional efforts alone is not enough, most times the promoter doesn’t care if a visitor comes to your booth or not; they are more focused on bringing them to the event only.
Taking charge to promote the fact that your company will be at the trade show can be relatively inexpensive. Depending on your clientele, promoting may be as easy as advertising in the local newspapers, trade journals and mailing postcards to special prospects that your company will be in town. Offering free samples of what you’re selling if they stop by your trade show booth and present the mailer is a great way to see if your mailer made any difference. Sending personal emails to potential clients and established clients to let them know your company will be in town is a nice touch, especially if you let them know there’s a gift basket waiting for them if they come by your booth.
Don’t rely on the trade show promoters advertising alone to bring in visitors, do your own pre-promotion .