II: Prime the Pump
Pre-show promotion efforts used to be pretty easy. Exhibitors would create a direct mail campaign, usually postcards, inviting people to their booths. Then they added email to the mix. Exhibitors loved that because it was so inexpensive. Using their own databases and a list they could buy or rent from show management, exhibitors would begin promoting their presence at the show a month or two out. That was about the extent of pre-show promotion. All that was left to do was hope it was compelling enough to draw traffic to the booth.
Now we have social media. While it opens up so many more channels to get your message out, it also means a lot more work on your end. This isn’t another avenue to just push your marketing message. ...
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