Your first exhibitor prospect asks who attends your show. Meanwhile, a potential attendee wants to know which companies have signed on. The answers influence each other, which makes marketing a trade show particularly interesting.
At Overland Park Convention Center, we work with organizers balancing those conversations as their events come together. The businesses you recruit help shape the audience you attract, and attendee interest can strengthen your exhibitor pitch. Building a trade show marketing strategy with both audiences in mind helps you reach the right people at the right time.
Think About the Businesses Your Attendees Want to Meet
Before you start pitching booth space, think about who you want walking the aisles. For example, at a building industry show, facility managers might come looking for equipment demonstrations, while contractors will want to meet suppliers for upcoming projects.
Those interests tell you which businesses belong on your exhibitor prospect list. You can then approach potential exhibitors with something more useful than a booth map. You’ll come to them with a clear picture of the customers and decision-makers they could meet.
Be specific without over-promising. If you’re launching a new show, describe your target audience, rather than making attendance projections you can’t support. Getting the audience fit right from the start gives your trade show marketing strategy a stronger foundation.
Give Each Audience Its Own Marketing Timeline
Exhibitors often decide which trade shows to participate in months ahead of time. They’ll need time to budget for booth space and prepare for the event. Attendees, on the other hand, may wait until they know which businesses are exhibiting before deciding to register.
Use that difference to guide your trade show marketing plan. Focus on recruiting exhibitors early in your planning process and give businesses enough time to commit. As your exhibitor lineup grows, introduce those companies to potential attendees and highlight what visitors can look forward to at the show.
This gives your marketing a natural progression, building interest among exhibitors first and using their participation to encourage attendee registration.
Give Returning Exhibitors a Reason to Come Back
An exhibitor who just met a promising buyer has a fresh perspective on what made participating worthwhile. That’s a natural time to ask what worked and what could make next year’s event even more valuable.
You don’t need to turn every conversation into a sales pitch. Just listen to their feedback, share upcoming dates if they’re confirmed, and follow up after they’ve had time to evaluate their experience.
The exhibitor experience matters at Overland Park Convention Center. Businesses can arrange electrical connections and hardline internet through our online exhibitor services portal. Our team also provides assistance during move-in, helping exhibitors prepare for the customers they’re coming to meet.
Your Exhibitors Help Spread the Word
Your exhibitors already have relationships with people who might be interested in attending. Make it easy for them to spread the word by providing ready-to-share promotional materials that they can personalize with their booth information.
Encourage businesses to highlight what visitors can expect when they stop by, such as a new product demonstration or an opportunity to speak directly with their team. A personal invitation gives customers a more compelling reason to register than a general event announcement.
By involving exhibitors in your trade show marketing strategy, you can reach potential attendees who might not have discovered your event otherwise.
Frequently Asked Questions
From your first exhibitor conversations to event promotion, each decision affects participation. Explore answers to common questions along the way.
How do you attract exhibitors to a new trade show?
It’s helpful to start the process by researching the audience you want to bring together. A new show may not have attendance figures to share, but you can explain which industry you serve and what kinds of buyers you hope to attract. Be clear about confirmed dates and plans, rather than promising numbers you can’t support.
Reach out to industry contacts and ask what would make participation worthwhile. At Overland Park Convention Center, organizers manage exhibitor recruitment and booth sales; we provide the event setting.
How can I promote my trade show before confirming the exhibitor lineup?
You can build interest by explaining who your event is for and what attendees will gain from coming. Share the industry focus and any confirmed programming, but save individual exhibitor announcements until businesses have committed.
Once you confirm your event at Overland Park Convention Center, make the location and dates easy to find. Invite prospective visitors to check back as your lineup develops. This gives your trade show marketing strategy a natural progression: introduce the opportunity first, then show visitors which businesses they’ll be able to meet.
Does Overland Park Convention Center help promote trade shows?
Yes! Although trade shows typically serve a business-to-business audience rather than the general public, we’re happy to feature your event on our public events calendar upon request. We can also collaborate with event producers on social media to help promote their shows to relevant audiences.
For eligible shows, our Exhibition Advantage program includes additional marketing resources, such as time-lapse footage that producers can use in their own promotions. Ask our team which options apply to your event before adding them to your trade show marketing strategy. Organizers are responsible for exhibitor recruitment and registration.
What should I do if trade show booth sales are slower than expected?
Before increasing your advertising budget, ask potential exhibitors what’s holding them back. Some may need more specific information about expected attendees, while others may be weighing booth costs against other events. Their answers will tell you what needs to change.
If preparation expenses are a concern, direct prospects to Overland Park Convention Center’s exhibitor services information so that they can review available electrical and internet options. You can then focus your trade show marketing strategy on answering real questions, rather than repeating a general invitation to buy space.
Build Your Next Trade Show With Overland Park Convention Center
The work you put into marketing your show creates opportunities for exhibitors and attendees to connect. At Overland Park Convention Center, we’re here to help you bring those plans together.
Explore our trade show venues, then tell us about your exhibitors, expected attendance, and event goals. We’ll help you find the space and support your next show needs.
