For exhibit and program managers, the road to a successful event starts long before the doors open — think months, not days. If you’re waiting until the last minute to get your audience hyped, you might as well show up with a karaoke machine instead of a carefully planned strategy (and trust us, nobody wants that).
Early engagement isn’t just about attendance — it’s about creating buzz, building relationships, and setting the stage for meaningful connections. It’s your chance to show off your flair and make attendees think, “I have to see what this is all about.” Whether you’re launching the next big thing or just want to be the talk of the trade show floor, here’s 10 strategies that will help you make a strong first impression (and maybe even snag a standing ovation).
1. Social Media Campaigns that Spark Conversation
Think of social media as your megaphone — and your audience as the eager crowd shouting, “Encore!” Tease your audience with sneak peeks of what’s to come — whether it’s a new product launch, an interactive experience, or behind-the-scenes glimpses of your booth design. Don’t just broadcast — invite engagement. Polls, countdowns, and hashtags tailored to the event can help build excitement while giving your audience a reason to share. Partnering with influencers or industry thought leaders to amplify your message can also expand your reach.
To enhance effectiveness, create a mix of content formats, such as carousel posts on LinkedIn, Stories on Instagram, and short-form videos for TikTok or YouTube. Tailor each piece like it’s your opening night performance.
2. Personalized Invitations that Resonate
In a sea of generic emails, a personalized invitation can make your audience feel like a VIP — red carpet not included. Use their name, reference their past interactions, or highlight specific benefits tailored to their industry. Better yet, leverage video to make it personal and visual. Show attendees why stopping by your booth is a can’t-miss opportunity.
Take personalization further by segmenting your audience. For example, create separate email tracks for first-time attendees, VIP customers, and prospects. Each group has unique needs and interests, so crafting targeted messaging can significantly increase your chances of a positive response. Include clear calls-to-action, such as “Schedule a meeting with us” or “Pre-register for an exclusive demo.” Bonus points if you add some witty humor (“Spoiler: It’s way cooler than your boss’s last PowerPoint presentation”).
3. Exclusive Sneak Peeks
Give your VIPs and key stakeholders a taste of what’s coming. This could mean sending a short video tour of your exhibit’s most exciting features, a limited-time preview of a product, or an invite to a pre-show webinar. Creating a sense of exclusivity can drive curiosity and commitment. (Everyone wants to be in on a secret, right?)
For maximum impact, combine your sneak peeks with limited-time offers. For instance, offer early access to a new product or a free consultation if they RSVP within a certain timeframe. Exclusive content not only engages but also builds a sense of urgency — like a sale on pizza but for trade shows.
4. Engage Through Event Platforms and Apps
Many events now use dedicated platforms or apps to connect exhibitors and attendees. Use these tools to your advantage by actively participating in forums, creating engaging profiles, and offering downloadable resources such as whitepapers or case studies. Some apps allow you to send direct messages to attendees — a perfect way to invite them to your booth or set up meetings. (And no, we’re not suggesting you spam them. Play it cool.)
Another way to engage is by creating gamification opportunities within these platforms. For example, a scavenger hunt where visiting your booth earns points can encourage foot traffic while adding a fun, interactive element. Who doesn’t like winning bragging rights — or a free tote?
5. Host Pre-Event Webinars or Live Q&A Sessions
A well-timed webinar can provide value to attendees before the event. Focus on solving a common problem or sharing insights relevant to your audience. For example, if your audience is looking for innovative solutions in supply chain management, host a session on emerging trends and tie it back to what you’ll showcase at the event.
Live Q&A sessions are another way to generate buzz. Attendees can ask questions about your products or services, making them more familiar and interested before the event. Promote these sessions heavily through your email campaigns and social media channels — because who doesn’t love a good AMA (Ask Me Anything)?
6. Leverage Partnerships and Co-Marketing Opportunities
Collaborate with other exhibitors, sponsors, or media outlets to increase your visibility. Jointly hosted contests, giveaways, or content pieces can expand your reach and create additional touchpoints for engagement. For example, a giveaway with a complementary brand can introduce your offerings to their audience while strengthening your pre-event buzz.
Don’t underestimate the power of media partnerships. Industry publications and blogs often look for stories leading up to major events. Pitch them your unique angle or an exclusive announcement to secure coverage.
Bonus tip: A witty headline goes a long way. “This Booth Is So Cool, You Might Need a Sweater.”
7. Create Eye-Catching Visuals and Booth Mockups
People are naturally drawn to visuals, so make your booth memorable before attendees even see it in person. Share mockups or design concepts that highlight unique elements, such as interactive technology, bold graphics, or sustainable materials. A 3D walkthrough or augmented reality preview can take this to the next level, immersing your audience in the experience you’re creating. Because a picture’s worth a thousand “I’ll swing by later”s.
8. Countdown Content That Builds Anticipation
Use a countdown to highlight key milestones as the event approaches. Share updates like “3 weeks until the launch of our new product” or “5 days until our keynote presentation.” Tie these updates to teasers that reveal just enough to intrigue your audience without giving everything away. Think of it as a movie trailer — minus the spoilers.
9. Empower Your Team to Be Advocates
Your team can play a vital role in early engagement. Encourage them to share updates on their own social channels, talk about the event in their networks, and invite their contacts personally. Equip them with resources like branded graphics, pre-written social posts, and talking points to make it easy. Extra credit if they post selfies in front of the booth. Everyone loves a good selfie.
10. Track and Measure Engagement
Finally, track the performance of your early engagement efforts. Tools like Google Analytics, social media insights, and email marketing platforms provide valuable data on what resonates with your audience. Use this data to refine your strategy leading up to the event. (Translation: Keep what works, ditch what doesn’t, and never stop improving.)
Quick Tip: Don’t wait until the event is near to start building momentum. Create a content calendar that ramps up engagement at least 6-8 weeks before the show. The earlier you start, the more time you have to adapt and refine your approach.
Wrapping It Up
Early engagement is your opportunity to set the tone for a successful event. By combining creativity with strategic planning, you can create buzz, build connections, and drive meaningful outcomes. Whether it’s through personalized invitations, exclusive previews, or interactive social media campaigns, the key is to make your audience feel valued and excited to connect with you.
CTA: Ready to elevate your pre-show strategy? Let’s chat about how to maximize your booth’s impact from the very first impression.
