Most show management groups develop some form of publicity or promotional package. Some do an excellent job, some are only adequate.
If you want to meet your stated objectives and succeed in your trade show efforts, let people know that you are participating in the show. When those turnstiles start to click on opening morning, make sure the visitors are aware of your presence at the show—and encourage them to visit your exhibit.
An effective promotional campaign does not have to be costly. In fact, promotion of your participation in most trade shows can be quite inexpensive. (Consumer shows can be more costly to promote.)
Here are some ideas to help you:
You may decide to produce special show literature or other collateral material to help you achieve your objectives.
When participating in a consumer show it would be best to discuss your promotional efforts with your advertising agency to gain greater public awareness of your products or services.
Source: Sales and Marketing Management in Canada; November, 1989
Prepared by: Saskatchewan Regional Economic and Co-operative Development