Make Pre-Show Marketing Work for You!

Lure in more business with pre-show marketing.

In real estate, the old adage "Location, location, location" is commonly used to entice buyers into purchasing a particular home in a specific neighborhood. And while that adage may hold true when buying a house, that's not necessarily the case when it comes to the Trade Show.

Sure, being right at the entrance to the exhibit hall might mean more people walk by your booth, but what have you done to make sure people stop and look at what you're trying to sell? With the right combination of pre-show marketing, special offers and new products, you're sure to have a great show, no matter your booth location.

"Some of the best examples of successful Trade Shows come from people whose booths are ‘off the beaten path,'" said Maria Lewis, Trade Show manager. "More orders at the Show isn't so much about where you're located as it is about what you're offering. Do you have special Trade-Show-only incentives for ordering? Do you have a hot new product you can showcase? Have you spread the word before the event? Things like this will help drive traffic to your booth no matter where you are."

Pre-Show Marketing Tools

The Featured Product Showcase is a great place to start. The marketing tool gives exhibitors an opportunity to highlight products in a central location. Media members and buyers alike flock to this area of the exhibit hall simply to see the latest products on the market. The Featured Product Showcase serves as a gateway for booth traffic, where an eye-catching product could equate to a booth visit. For more information on getting your product in the Showcase, click here.

Another great way to make sure people can find you is through the You Are Here floor plan and exhibit directory. Offered as a free service to exhibitors, it's a no-brainer. You Are Here is included as part of your booth registration, and you can update and highlight your company information, products, booth events and link directly to your company's Web site. Start spreading the word now via the Information Superhighway and create a buzz about your booth. Get more info here.

"Along with all the great offers from the ATA like literature kiosks, Goodie Bags and the Featured Product Showcase, you'll definitely want to take some steps outside of what the ATA offers to increase awareness about your company," Lewis said. "Advertising in trade publications, having a contest, a new product reveal or special offers are all great ways to encourage buyers to come to your booth."

No matter your location, you can help pad your bottom line by taking advantage of the many special features the ATA offers for Trade Show exhibitors.

For a complete list of Trade Show promotional opportunities, go to this year's exhibitor kit. It's online here. If you'd like to lock in ad space on the ATA's online floor plan and interactive directory or if you're interested in placing a print ad in the 2012 Official ATA Trade Show Guide, contact information for customer service reps are listed here.