Encourage customers and new prospects to stop by at your trade show booth by simply inviting them. For many shows, the promoters of the show can supply you with a mailing list of pre-registered attendees. A brief letter of invitation from you before the show can be enough to assure that many will stop by your booth.
If you give them a special reason to seek you out, you’re likely to be even more effective. Ask them pick up a premium gift you have for them, or a sample of your new product. Invite them to register for a prize drawing to be held during the show. Ask them to stop by for coffee or for a drink.
Don’t forget about your existing customers who are expected to be at the show. Often customers you’ve been calling on all year finally make their buying decisions at the show. There’s something about the hustle and bustle of a busy trade show that gets people in the mood to do business.
The point is, people like to be invited. So invite them. It’s a small thing that can pay off in a big way.