Generating the Right Traffic to Your Booth

The booth space is booked, the trade show display is designed and all the handouts are printed. So, how do you insure that the right people – your clients and top prospects – will be attending the show? The following are different channels that can generate booth traffic at your next trade show:

Trade show directory listing: Take advantage of these directories when you can. Listings usually allow for 50 - 75 words about your company.

Special trade show editions of trade publications: Place an ad or submit an article about your product or service in these publications. Ads unique to the trade show will get more notice than just slapping a starburst that says “see us at booth 100” on an existing ad. Tease possible trade show attendees with new product announcements, contests or special giveaways. These tactics will generate more booth traffic than running an ad your audience has probably already seen.

Trade show website: Consider placing a banner ad on the trade show website to describe the benefits of your product or service and announce your booth number. Link the banner ad to your website or a unique landing page that has more information about your company, your booth at the trade show, new products or trade show specific offers. By linking to your website or unique landing page, you can also gather information about interested prospects, which can be used later to generate sales.

Email: Sending a pre-show email to your prospect list is another way to generate traffic at your booth. Be sure to give the recipient a reason to attend the trade show and visit your booth. Offer a special gift to email respondents, a sample pack of your products for booth visitors, or a special offer on your services for those who visit your booth and present a copy of the email.

Direct mail: Sending personalized direct mail to your customers and targeted prospects can also help generate booth traffic. Special offers, new product or service announcements, or V.I.P. event promotions for attendees are all examples of effective direct mail. Offer incentives by saying things like “Bring this card to our booth for a special gift or a ticket to our V.I.P. event.” Direct mail can also direct the prospect to a landing page on your website for more information about the show or special offers. It’s another way to pre-qualify potential customers before the actual trade show.

Your company website: In the months before the trade show, use your website to promote your booth, saying “See us at XYZ trade show, booth 100 and learn more about an exciting product announcement.”

Your company newsletter: In your company newsletter, you could also include an article teasing a new product launch at the trade show or a special promotion that will only be available at the show.

Facebook: If the trade show has a Facebook page, you may be able to link to your website or a special landing page by purchasing an ad. You can also establish your own company Facebook page to promote your trade show event and post updates on new product announcements for those unable to attend the show.

Twitter: If you have a Twitter account (and a customer base that follows you), Twitter is an efficient way to announce trade show participation, new product launches, or special offers for trade show participants. If you are holding a contest or giveaway at your booth, Twitter and Facebook are great channels to announce contest clues, special giveaways, etc.

YouTube: If you have a YouTube channel, a short video alerting your customers and subscribers to your trade show participation will also help generate traffic. YouTube can be used to post videos during the show about new product announcements for prospects or clients who can’t attend. Use Twitter and Facebook to announce your YouTube postings, so clients and prospects don’t miss learning about the benefits of your company’s products or services.

With the prevalence of social media, there is a multitude of ways to inform your current customers and future prospects of your upcoming trade show event. The most important point to remember is to have a targeted list first and then decide which channel will most efficiently reach your audience. The result will be more qualified prospects at your show with higher return on investment for your company.