Over the past few decades, there has been a drastic change in the way people attend trade shows. Instead of single attendees roaming aimlessly around the trade show floor, modern attendees usually work in groups called “buying teams” that have a very targeted focus. Appealing to these teams of decision-makers is often difficult for inexperienced exhibitors, but once you understand the mindset of your target audience, the job becomes much easier.

Modern attendees work from itineraries, and the first step toward getting their attention is to get your trade show booth on their itinerary. Even if you buy the most slick, modern Exhibit One display, you’ll have trouble attracting attendees that already have their entire show planned out in detail. Sending pre-show mailers and other promotions before the show is scheduled to begin will increase your chances of making it onto attendees’ “must see” list.

Modern attendees are not merely lackeys sent out by company executives to collect trade show literature, they are decision-makers who work in groups to find companies that meet their needs. Appealing to buying teams is much more challenging than appealing to information collectors. Your booth staffers will need to be extremely knowledgeable about the products and/or services offered in order to speak intelligently attendees, because any attendee could turn out to be your next big sale.