If you let a convention pass without any trade show marketing beforehand, you are only getting part of your money's worth. You spent money on the trade show booth and rented space, if not more - but unless you have some forethought, you won't get the best return. Having a carefully considered plan to attract people to your display beforehand will increase the effectiveness of your exhibit, thereby making your investment more worthwhile. There are several proven methods to drive traffic before the show, each of them different in style and cost.

Why The Event's Own Marketing Isn't Enough

Depending on what type of event you are attending, it may or may not be marketed widely to the public. If it charges an entrance fee, then there is some incentive for the organizers to advertise it, but if it is established or open only to invited guests, it will not be advertised at all. You want to know the advertising status of the actual organizers, but you should always run your own trade show marketing campaign alongside them promoting your individual trade show booth.

Even if the organizers are running a good campaign for the overall show, they're not pushing your display - they can't push your display above any other and be fair. That's why it's key to have your own campaign. You'll drive traffic into the show, but if you orchestrate your campaign properly, that traffic will come directly to your trade show booth.

Option One: Print-Based Trade Show Marketing

Print marketing is one of the most affordable options, depending on the rates for mailing in your area. This option can also be quite effective if your event is open to the public and you are largely unknown. If all you need do is get the word out about your presence, then you can communicate via traditional media in the usual ways. Advertise your trade show booth in the newspaper or direct mail. Perhaps consider a short TV spot. Remember that you don't need to purchase a lot of advertising time. Ensure advertising occurs within a week or two of the actual event.

Option Two: Draw Visitors To Your Trade Show Booth With A Free Gift

This option is only slightly more time consuming than using direct mail trade show marketing. In this technique, you give your potential visitors cards that can be redeemed for some kind of gift at your actual display. When they come, they will see your products, pick up your literature, and pick up some small item emblazoned with your logo. It may also be beneficial to have them enter their information for a larger prize drawing later on. The larger prize must be something substantial; travel packages or free electronics work well.

Option Three: Mail A Useful, Branded Gift Before The Event

This method is the most time consuming and most expensive of the options. However, it also has an incredible payoff: if successful, the recipients will thank you for making their experience more enjoyable throughout the conference, and they'll be using an item with your logo on it for the duration. You'll get exposure in their eyes, and also in the eyes of everyone else at the conference.

The ideal gift for this option is a tote bag filled with information about the show, all branded with your logo. Your visitors will enjoy using the bag to hold all the literature they receive, and they'll think of your trade show booth and company whenever they put another piece of paper inside it. Of course, this method doesn't require them to come to your display; combining it with option two can yield some powerful results. No matter what method you use, ensure that you're doing something to drive traffic to your display before the show. You'll get better turnout, better leads, and better return on your investment.