Remember that the best trade show planning will fail if nobody knows you're there. The CEIR estimates that as many as three-quarters of show attendees know what exhibits they want to see before they get to the show. Strong pre-show promotion will let your customers and prospects know about your exhibit. These tips will help.

Promoting Your Presence

Remember that the best trade show planning will fail if nobody knows you're there. The CEIR estimates that as many as three-quarters of show attendees know what exhibits they want to see before they get to the show. Strong pre-show promotion will let your customers and prospects know about your exhibit. These tips will help.

Work the phones

A month to 6 weeks before the show, start calling your top customers and prospects to set up meetings. Many people arrive at a show with a firm schedule and have little or no time for other booths, so it's important to get on that schedule as early as you can. Be sure to confirm all phone meetings a week or so before the show.

Send out mailings

The show's management will often let you purchase a mailing list of pre-registered attendees. Try a simple pre-show mailing focusing on one or two benefits of dropping by your booth. Be sure to it includes show contact information, including your booth number.

Use the press

Issue press releases to trade publications and local papers that will be covering the show. Your release should highlight something newsworthy about your exhibit -- a new product introduction or a special demonstration, for example. You'll also want to prepare plenty of press kits for the show, and be sure to drop it by the press room so reporters can find it.

Look out for show publications

Advertising in publications that are distributed only at the show can be expensive and ineffective. These publications often have a narrow focus, and they get lost in the blizzard of paper that rains upon trade show attendees.