The Importance of Pre-Show Marketing
“Eighty percent of success is showing up.†– Woody Allen
This quote is pretty accurate – unless you’re a trade show exhibitor. On average, three out of every four booth visits were planned before the attendee ever stepped onto the show floor. If you haven’t contacted your target audience well in advance, you’re already losing.
The goal of any pre-show campaign should be to get your best prospects into your booth for a qualifying conversation. It’s not about getting everybody in your booth; you want the right people in your booth. Every trade show is different and your pre-show marketing strategy should reflect that. What worked for your show in Seattle last April probably won’t achieve the same results at your November show in Miami.
After choosing the target audience you want to reach before the show, send them a mailing that will encourage them to visit your booth. The key is to keep your message consistent. Your pre-show marketing campaigns should all have the same theme as your show floor promotion, which in turn should have a tie in with your booth message.
Bottom line: regardless of how you design and execute your pre-show marketing, reaching your audience before they reach the trade show floor is a must.
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