Tip 56: Attendance Promotion

(This material is taken from the audio tape on Attendance Promotion for Trade Shows given by Michael Hough.)

Take a "holistic" approach to attendance promotion, meaning –

• Enlist everyone on the show team to contribute (sales, conference and even ops).
• Use many influencers to help, including associations, magazines, exhibitors, etc.
• Push all available buttons (PR, direct mail, e-marketing, etc.)
• Make a continuous year-round effort, but especially from 13 weeks right up to the show.

Here are some other tips:

• Focus on the 20% of the universe that will generate 80% of your attendance.
• E-mail is an excellent way to communicate with existing prospects but not a good way to get new prospects.
• Make warm—rather than cold—telemarketing calls (such as to past attendees and inquirers).
• Bribe attendees to come to the show and also to go onto the exhibit floor.