You know, it never ceases to amaze me how many companies will book a space then sit back and expect it all to happen.

There can be an expectation that the organiser or their PR company will know all about an exhibitor's product or service, and equally, all visitors should know what's new, shouldn't they?

All too often exhibitors neglect pre-promotion and marketing, and rely totally on the organiser's efforts to attract the leads they need and want. While that approach may save money, there are plenty of things you can do to stand out.

Research has shown, here and internationally, companies who pre-promote are more successful. That's because around 76% of visitors decide before they arrive which exhibitors are on their "must see" list.

Coupled with this fact, pre-promotion can increase traffic by around 33%. Visitors normally have limited time at an exhibition and want to maximise their experience.

You need to make sure you are on the visitors' must see list.

Here are some simple things you can do that don't cost a lot of money, or are free. Remember to include your stand number on everything.

INCLUDE - show details on your email tags

EMAIL - do an email broadcast to all your clients

WEB - include show details on your web home page and use weblinks provided by organisers to link from the show site to your own website

PROMOTE - include exhibition flyers provided by the organisers in all mailings

PROMOTE - include a message on your telephone on hold message

PROMOTE - write a personal letter inviting all your clients to see you at the show, and include a story in your company newsletter

Most exhibition companies retain a media relations company to assist in promoting the event and companies/products that will be there.

Make sure you complete the PR forms provided by the organiser and send them back - have something quirky or new, as this could be just the PR hook they are looking for, either as main or secondary coverage. This is normally free, so have some interesting pictures and information and work it.

My point is don't sit back, be proactive as it's competitive out there. Not all activities have a cost attached to them, and a little extra effort can return big results.

	WORK YOUR PRE-PROMOTE TO THE MAX!
	Use the free promotional items provided by organisers Create pre-event buzz by mentioning your presence on all communication to your customers, starting with emails Promote new products Maximise your use of web-based promotion, as mostly it's free and easy