More and more attendees are relying on a detailed itinerary to navigate the trade show floor, and getting your company’s name on those itineraries could mean the difference between success and failure at your next event. In this post, I’m going to describe some unconventional ways to get your company name in the minds of exhibitors before the show begins.

1. Spend your time and money promoting the trade show where you are about to exhibit, and make sure the show organizers notice your efforts. Write articles and press releases that encourage people to visit the trade show, and be sure to mention your company’s name in a natural way that fits with the theme of the article or press release. Show organizers love to see their own expo being promoted, and will often highlight companies who do this by linking to their articles from the show website, which can be a great way to gain exposure.

2. Purchase advertising space on the show website months in advance of the show (a large banner ad with your name and company logo is preferable). This strategy will help visitors and attendees set you apart. Because you have advertised on the show website, you lift your company’s presence from “just another exhibitor” to “an important part of the trade show as a whole”.

3. One of the best things you can do to increase your booth traffic for years to come is to exhibit well. Around 61% of attendees on average have attended the exact same show the previous year, and attendees will remember your performance and use that information when deciding whether to visit your booth or kiosk this time around. No matter how much pre-show marketing you do, if your trade show booth is a let-down, attendees will remember that and won’t come back to visit you in future years.

Trade shows can be a very profitable part of your business if you take the time to plan and market your company well. If you don’t have the time to do it well, then my advice to you is to forget exhibiting and focus on some other aspect of your company’s marketing program.

 I&D (Installation and Dismantle) workers are the group who are responsible for installing and dismantling your trade show display. These workers have been known to make or break events for particular exhibitors. A good worker may be able to solve problems with your display, while a lazy worker may cause you more problems with your exhibit.

Although it is human nature to want to tip trade show I&D workers, doing so could actually result in the employee getting suspended or even fired. Because trade shows are tightly unionized environments, accepting tips is forbidden as a matter of policy. So what can you do to reward an employee who has worked hard to improve your trade show experience? We recommend letting their supervisor know that he or she is doing a great job.