Are you one of those companies that avoids pre-show marketing and lets the show’s own trade show manager tackle all of the promotion? If so, you’re missing out on a lot of great convention display opportunities.

In order to get the most impact and best ROI on your convention display, you need to be proactive. Hoping that visitors navigate to your booth and speak to one of your sales team leaves a lot to chance. One of the best proactive measures to do this is by using tradeshow giveaways before the show even starts.

Many companies have found success preparing show survival kits for visitors and sending them out beforehand. These trade show bags are durable and contain some essentials like a map and some pens. But most importantly, these trade show bags have the imprint of your company prominently featured, and have information about your convention display already inside.

Tradeshow giveaways like these trade show bags are functional during the event and after it. There are many people who will hold on to a well made bag for years afterward, and remember your company every time they use it.

There is another way to drive traffic to your booth: logo imprinted apparel. Trade show environments may not seem conducive to giving away clothing, but handing out t-shirts before the event can make a big difference. If someone is wearing the apparel, trade show attendance could be boosted long before they ever get to it. All they need do is be asked about it by someone, and then you’ve got another attendee.

To make a real impact, your convention display can use a technique that no trade show manager would use. Studies have shown that personal appeals — true handwritten personal appeals — are one of the best motivators of turnout. Tradeshow giveaways have an impact, but there is nothing like receiving a handwritten invitation to partake. The handwritten invitation should be genuine and as personal as possible. It is most useful when combined with trade show giveaways, but will also have an effect if no tradeshow giveaways are used.

Trade show managers don’t have products to promote in the same way you do. They can’t send out a product, prize ticket, or scratch off card that can be redeemed for a better product at the time your convention display goes up. Offering new items to people is a great way to bring them to your convention display. In addition, sending tickets to be redeemed is cheaper than sending other tradeshow giveaways like trade show bags.

Any of these marketing techniques can be used individually for a great impact. But the best way to use them is if you combine two or more. For example, use tradeshow giveaways along with a personal appeal to drive traffic.

While a trade show manager is interested in driving traffic to the show in general and ensuring that you as an exhibitor are happy, their focus isn’t on promoting your booth specifically. Don’t leave your trade show traffic to chance — with some proactive measures, you can drive the success of your trade show event.

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