Maximize Your ROI with Strategic Trade Show Preshow Marketing

So, you’ve secured your booth space and are gearing up to exhibit. What’s your next move? To truly stand out in a crowded exhibition hall, you need to brainstorm and execute a targeted trade show preshow marketing strategy.

Preshow marketing is a critical step for connecting with fresh leads, re-engaging current clients, and reminding the industry how your business can solve their latest challenges. While establishing a cohesive event theme is a massive advantage (and a great topic for a future blog post!), let’s assume for now that you are working with your core brand messaging.

How can you creatively blast your booth location so attendees don’t just stumble upon you, but actively seek you out? Here is a high-impact, step-by-step timeline to elevate your trade show preshow marketing and drive massive booth traffic:

4 Weeks Out: The Digital Announcement

An email blast is a standard way to announce your upcoming exhibit, but because every other exhibitor is doing the exact same thing, emails are easily lost or deleted. Use this as a baseline announcement, but don’t rely on it entirely to move the needle.

2–3 Weeks Out: The High-Impact Direct Mailer

Remember those promotional products you ordered for the event? Instead of handing them all out at the booth, mail a select batch a few weeks early, tying the item directly into your brand message.

Example: If you are using the event to recruit new talent, mail a custom magnet with a note that reads, “We are looking to ‘attract’ the industry’s brightest minds, see you at Booth #123!”

1 Week Out: The Visual Postcard Reminder

Mail a high-quality postcard featuring your booth number and a compelling visual. Postcards have a funny way of hanging around a prospect’s desk, especially if they feature an exciting teaser about what’s happening at your booth, such as a live demonstration or a performance by a professional trade show magician.

1 Day Out: The VIP Touchpoint

Send a personalized, one-to-one email to your top 10 hottest prospects and VIP repeat clients. Let them know you are personally looking forward to connecting and have a specific resource or experience waiting for them at your booth.

Building a multi-step trade show preshow marketing plan requires a bit of extra effort upfront, but the spike in qualified booth traffic and improved ROI make it entirely worth it.

For more ideas on increasing your booth attraction, visit our trade show page!