Note: This Update is particularly applicable now that real (in person) attendees are so hard to get! For more on this subject, also see page 27 in the book.
Many shows put the entire attendance promotion burden on one group—the marketing department. This is a mistake because everyone on the show team must get involved, including:
The sales staff who should work proactively with their accounts to get them to use those guest passes.
The conference department who should create killer content (free and paid) that generates a buzz about the show.
The registration department who enthusiastically captures/upsells all inquiries/registrants and makes it painless to sign up.
Even the operations department who create fun events that attract people to the show and onto the exhibit floor.
Be sure everyone is working toward the common goal of turning out the maximum number of qualified bodies on the show floor.