The average attendee walks into the show having already picked 75% of the exhibits they plan to visit. This means you have to contact your target audience prior to the show, during and after. The idea behind exhibiting your products at a trade show is to gain exposure, build credibility and find new prospects. To reach this goal, pre-show promotions, in-exhibit promotions and post-show follow-up are key elements to a plan that will positively affect your target customer group.

The pre-show promotion should contain three fundamentals: the show's registration list, either from last year or current; a plan of the content within your exhibit to attract your target customer group; and a proclamation of the benefits your target customer group will receive by placing your exhibit on their must-see agenda. The pre-show promotion could be a personal invitation to visit your exhibit or a simple email.

In-exhibit promotions should reach out to the target customer group. Make them feel that you are there specifically to meet their needs by applying a personal and open approach. Some ideas to keep in mind when considering a promotional giveaway follow:

1. Be original to increase your company's memorability.

2. Keep the giveaways out of sight. This will reduce expenses on these items.

3. Reward a potential lead with a unique and memorable giveaway

Post-show follow-up is extremely important. A personal touch goes a long way. An example would be to send a handwritten postcard along with a phone call or perhaps something more creative. Following-up with a personal touch can give your company a bigger presence than your exhibit space may have allowed.