Trade show success doesn’t begin on the show floor — it begins weeks before with a well-planned pre-show promotion strategy. According to Exhibitor Magazine, 83% of exhibitors say pre-show marketing increases booth traffic, yet only a fraction of brands do it consistently. Brands that see the strongest results focus on building awareness early so attendees arrive already familiar with their booth, products, and messaging.

Below are our top pre-show marketing recommendations designed to help you increase booth visibility, maximize your ROI, and drive targeted traffic before the show even starts.


1. Build Social Media Momentum Before the Event

Creating a consistent drumbeat on social media is one of the most effective ways to build awareness leading up to a trade show.

Posting regularly keeps your audience informed, engaged, and excited — while ensuring they remember your booth once they arrive on the floor.

High-impact social content ideas:

  • Event announcements with dates + booth number

  • Behind-the-scenes booth setup or graphic reveals

  • Product teasers or feature highlights

  • Team introductions

  • Special promotions or giveaways

  • Countdown-style posts

  • Book-a-meeting CTA graphics

HubSpot reports that 64% of marketers consider social media essential for event promotion, especially for building pre-show awareness.


2. Send Targeted Pre-Show Email Campaigns

Email continues to be a top-performing trade show promotion tactic thanks to its high intent and direct reach.

According to Litmus, companies often see $10–$36 in return for every $1 spent on email marketing, making it a very efficient way to reach and convert prospects.

That level of ROI makes email a crucial part of your pre-show promotion plan. Sending a structured pre-show email sequence will help you nurture your audience, deliver important event details, and drive booth visits from warm prospects.

Consider sending these emails:

➤ Save the Date
Announce your participation early and share essential event details.
 Include your booth location, product highlights, and on-floor activities.

➤ Product / Booth Preview
Offer a first look at new displays, product launches, demos, or exclusive offers.
 Preview emails help create a sense of VIP access.

➤ CTA / Appointment Email
This email should have one clear goal:

 ✔ Book a meeting
 ✔ Schedule a demo
 ✔ RSVP for your booth
 ✔ Claim a VIP pass
 ✔ Sign up for a giveaway

Make the call-to-action easy, clear, and low-friction.


3. Activate Your Contact List

Personal outreach is often one of the highest-impact pre-show tactics — and one of the easiest to overlook.

While mass emails are important, direct communication with warm leads, existing customers, and high-value prospects can dramatically increase booth traffic.

Reach out with:

  • Personalized messages

  • Appointment invitations

  • Demo scheduling links

  • “We’d love to see you” style reminders

This kind of tailored approach cuts through the noise and helps you connect with attendees who have real intent.

 

Want a Booth That Stands Out on the Show Floor?

Visual impact is one of the strongest predictors of booth traffic. Watch our latest YouTube video for expert tips on designing a display that stands out in any exhibit hall:

👉 “Trade Show Cheat Code – 2 Tricks to Designing a Powerful Display”
This video covers high-impact design strategies that help your booth capture attention, even in a crowded environment.

 

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