News spreads like wildfire on the trade show floor. Unfortunately for many exhibitors, bad news travels just as fast as good news. If you can generate a positive buzz about your booth, you are very likely to increase your traffic and improve the return on your investment. So what can you do to make it more likely that good news about your company’s booth travels by word of mouth throughout the convention center? Here are a few suggestions:

-Offer rewards to attendees who send potential clients your way. If your product/service is interesting or unique and it is directly related to the theme of the event, chances are good that attendees will meet at least a few people who are interested in what you have to offer. You can encourage them to refer these people to your exhibit space by offering them something of value.

-Instead of giving away huge quantities of promotional products (e.g. pens, stress balls), try giving away less quantity and more quality. If you hold a drawing every few hours for a high-end consumer product (iPod works well), attendees will certainly spread the word. Since your goal is to draw attention to your booth, the constant flow of visitors stopping by to drop their business cards into the drawing will provide you with ample opportunity to market your products and services. If possible, give away prizes that relate directly to what you sell (e.g. give away a new cell phone if you are a cellular service provider), as this strategy will help to solidify your brand.

-If you can avoid coming across as gimicky, using prize wheels and cash cubes is a great way to incite conversation among attendees about your booth. Who wouldn’t want to see a professional business man or woman grasping helplessly for dollar bills? These attractions are especially powerful if you can convince a major figure in your industry to participate in your game. If the keynote speaker at your event is willing to get in your cash cube or spin your prize wheel, you have a great opportunity to attract a big crowd.

Trade shows are all about communication. If you can generate positive word of mouth about your company at your next event, you’re well on your way to a successful marketing program.