In short
Most good stand conversations are arranged before a show. Start six to eight weeks ahead: list target accounts, ask sales to invite them personally, give a specific reason to visit and offer a bookable meeting. Use the organiser's exhibitor listing, free tickets and matchmaking tools. A short personal invitation with your stand number works better than a mass email that says 'Visit us at the show'.
Key points
- Personal invitations from sales work best.
- Give people a concrete reason to visit.
- Fill in your exhibitor listing early.
- Offer a bookable slot, not a vague promise.
A simple timeline
| When | Do this |
|---|---|
| 8 weeks out | List target accounts and choose your one reason to visit |
| 6 weeks out | Complete the show listing and order free tickets |
| 4 weeks out | Sales send personal invitations with a booking link |
| 2 weeks out | Remind invitees and add your stand number to email signatures |
| 1 week out | Confirm meetings, and brief staff on who is coming |
Give a reason to visit
- A product launch or first look.
- A live demo of a specific problem.
- A talk with a named expert.
- A benchmark or report, shared only at the show.
- A chance to meet a person they can't usually reach.
A prize draw brings the wrong crowd. A useful reason brings the right one.
Which channels
- Sales outreach to named people.
- The organiser's listing, app and matchmaking tool.
- Free visitor tickets for your customers.
- LinkedIn posts by staff attending.
- Your website, with the show details on the home page.
Measuring it
Record invitations sent, meetings booked and meetings held. Compare those with walk-ups in your lead capture so that next year you know what really filled the stand.
Building the invitation list
Start with open sales opportunities, then key customers, then lapsed accounts. Ask each salesperson for ten names they really want to meet. Keep the list short enough for personal messages, and write down who owns each contact. A hundred named people, each invited by someone they know, usually fills more of a stand than thousands of mass emails.
Many visitors plan their route only days before a show, so a reminder in the final week matters. Keep the message short: your stand number, why it's worth visiting and a link to book. Then tell your staff who is coming, so they can greet people by name.
Frequently asked questions
01When should I start pre-show marketing?
About six to eight weeks ahead, or earlier for major shows.
02Do email invitations work?
Personal ones do. Mass emails are easy to ignore.
03Should I offer free tickets?
Yes, if the show gives them to you. They're a good excuse to get in touch.
04What should an invitation say?
Why it's worth their time, your stand number, and how to book.
Put it into practice
Booth renders that start from the brief, not a blank prompt
Photoreal exhibition booth renders made from a dimension-controlled 3D model, with the brand's colours and logo.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
