For me, Pre Show Marketing is part of the success or failure of an exhibition stand. If you as an exhibitor assume that your stand, its design, your stand attractor and the audience that the organiser is going to deliver would be enough for you to guarantee success, then you are missing a trick. Within any exhibition hall you cannot possibly hope to see every attendee, so you need to see the attendees who are right for you. Marketing pre show, therefore, bringing those people to your stand is an essential part of directing their behaviour when they are in a show. Think about it. How many stands can the average visitor see at a show, 10, 12, 20? Not that many. You need to make sure you are one of those stands they see and this is why Pre Show Marketing is so important both for your potential customers i.e. the people you hope to do business with but you are not yet doing business with, but also your current customers. You need to make sure that they know you are at the show so that they are happy you invited them. You need to take away the opportunity for them to see one of your competitors and you need to let them know what you are doing that is new so you are still seeing them as a prospect and giving them the warmth and welcome you would to a new piece of business.
