Pre & Post-Show Marketing: Improve Pre-Show Marketing ROI

Fewer than one in five exhibitors engage in any type of pre-show marketing. Yet those who take the time to reach out to attendees before the show consistently report more visitors to their trade show exhibit and greater satisfaction with their trade show participation — increased sales, larger numbers of quality leads, and improved ROI. How do you make this happen?

1. Have an irresistible offer

Think of what will lure hot prospects and valuable customers to your trade show booth.

• a new prototype
• an exclusive "invitation only" savings
• an educational seminar with an industry superstar
• an irresistible attraction for your target audience

2. Send out invitations

Send invitations to those prospects you really want to see. Include the following:

• The name of the show you're attending
• Your booth number
• Your irresistible lure

3. Follow up

Call to follow up on invitations. Use this time to schedule appointments — or to simply spur further interest in visiting your booth. When you can’t speak to your contact in person, leave an enticing message.