Before attending a trade show, it’s crucial to have a comprehensive pre-show marketing plan. Creating this plan 6 to 9 months in advance allows for necessary adjustments and ensures timely execution of activities, preventing last-minute scrambles. A well-organized approach can significantly enhance your trade show presence and drive more visitors to your booth.

Start by sending free customer invitations and show passes, as well as personalized postcards to prospective attendees. Develop a press release to announce new products, contests, or events to the industry. Create videos and clips for display and native advertising and utilize social media by posting regularly and using show hashtags to generate buzz.

Create a custom landing page to drive traffic from pay-per-click (PPC) advertising campaigns and set up a custom campaign phone number to track calls and conversions. Test PPC campaign variations, directing traffic to your custom landing page and utilizing Google Tag Manager to monitor sources. Send pre-show materials to your customers to announce your booth activities and create incentives to encourage visits from customers and prospects.

Personally call your customers to invite them to your booth. Update your website to include trade show information, and plan events carefully to ensure they do not conflict with major industry events.

By following these strategies, you can be well-prepared and attract significant foot traffic to your booth. Preparation is key to a successful trade show experience.