Exhibitor Guide: The show management will typically provide exhibitors with a guide or manual detailing opportunities, deadlines, and costs for every aspect of the event ? many are free to exhibitors. Topics to investigate in the marketing section include:

Company & Product Listings

Awards Submissions

Sponsorship Opportunities

Show Daily Editorial Contacts

Press Conferences

Pre-Registered Press List

Media Buzz: Trade shows are a great opportunity to get the attention of the media walking the show floor. Make sure you have something tangible to announce, then start to build momentum going into the show. Obtain the pre-registered press list, and use it to schedule meetings on-site. You should also mine the list for appropriate contacts to add to your proprietary database for ongoing media relations.

Press Kit: Many events have a dedicated press area where exhibitors can display their kits of collateral and media-ready documents such as a corporate overview, executive bios, press releases, case studies, and more. Stop by the press room periodically during the event to be sure there are plenty of kits in supply ? and keep a handful at your booth for unplanned media visits.

Collateral System: To impress attendees, make sure your corporate messaging and branding is consistent ? carried over from your press kit to the sell sheets, product brochures, signage, and other marketing collateral you make available at your booth.

Speaking Opportunities: Investigate opportunities to participate in event-hosted panels or keynote speeches on relevant industry topics. Keep in mind this process can start as early as one year prior to the event, so get in early!

Prizes & Giveaways: Depending on the type of event, these can be great promotions to draw traffic to your booth and engage your audience. Be sure that all giveaways are branded with your corporate identity.

Industry Events: Participate in off-site industry networking events, or host your own. Explore if the venue will allow you to host a breakfast or cocktail hour on the show floor ? you would be amazed at how the smell of bacon can draw a crowd to your booth in the morning!