Over the past few weeks, we’ve explored how to design an engaging exhibit and prepare your booth staff to interact with all those attendees who will be walking the show floor.

But guess what? Most of them aren’t coming just to see you!

You’re just one of dozens (or probably hundreds) of booths competing for their attention.

So that means it’s your job to draw them to your booth.

Promoting your exhibit can take many forms: inviting them before the show, offering teasers of why they’ll want to come, giving them something to remember you, and so much more.

Get ready for oodles of inspiration … from pop stars to paper robots to photo-worthy experiences … on the show floor and beyond.

(This 5-part “Back to School” series corresponds to the sections in my book, Build a Better Trade Show Image. It’s the how-to guide I wish I had before my first exhibit, and exhibitors from around the world now consider it the essential handbook to improve their trade show results.)

Are You Making These Promotions Mistakes?

If you think simply showing up at a show means attendees will magically gravitate to your booth, this episode is your wake-up call.

Why are some booths ghost towns while others are a beehive of activity?

If your booth needs to bring in more people (or more of the right ones), you need to use a mix of promotional tools to create anticipation and draw in your ideal audience.

“Promoting the fact that you’re exhibiting is key to building traffic in your booth, but it doesn’t have to be difficult or expensive.”

Want to avoid blending in?
Listen for no-nonsense ways to stand out. (Or you can read it here.)

Attendee Promotion is Everyone’s Job

Think slow traffic on the show floor is the organizer’s problem?

We’re busting that myth! No matter your booth size, this episode will give you fresh perspectives on attendee outreach.

You’ll learn the power of personal invitations & strategic FOMO, plus why exhibitors & organizers should team up to make the show a “can’t miss” event.

“It takes more exposure now than ever before because of limited attention spans and all the diverse platform options that are out there.”

Want people to be excited about your booth?
Use these tips to build momentum. (Or you can read it here.)

Market Like a Rock Star: What Exhibitors Can Learn from Taylor Swift

Want to draw a crowd in your booth the way Taylor Swift packs stadiums?

We’re taking inspiration from her marketing playbook!

It all starts by knowing your audience and speaking their language. From building anticipation with gamified pre-show teasers to delivering surprise delights (instead of generic swag) … this episode is a “greatest hits” of techniques to create buzzworthy moments.

“Invest in building long term relationships instead of quick sales.”

Ready to build raving fans on the show floor?
Listen & follow these backstage secrets from pop culture’s marketing genius. (Or you can read them here.)

How Five Print Guys Took Over a Trade Show

How did a 10-foot booth & five paper robots steal the show?

No … this isn’t a setup for a joke. This real-world story is one of my all-time favorite episodes!

Emilee Christianson shared how a blend of hands-on fun plus a collector mindset proved you don’t need a lot of flash & sizzle to make a big impact. If you’ve ever wondered how to make a big splash with your small booth, you’ll love this episode as much as I do.

“It’s always fun to push yourself to think outside the box and to think about different ways to communicate and challenge the way that you’ve done things historically.” ~ Emilee Christianson

Think a small booth can’t be the talk of the show?
Listen for ideas you’ll want to borrow. (You can find the transcript + photos here.)

Crafting Experiences That Captivate

Want people to not just remember your event, but talk about it (and you) for years?

My friend Wendy Porter has no shortage of ideas to create unforgettable offsite events and on-floor experiences!

Whether it’s a VIP rooftop dinner with a celebrity chef or a touch of local flavor with unique transportation, she reveals why investing in “can’t buy this” moments is the key to lasting connections and brand stickiness.

“You need to be really thinking about a dual planning process … what’s happening on the floor and then what’s happening after hours.” ~ Wendy Porter

If you want to be remembered long-term, you’ll want to pay attention to these strategies.
(You can also find the transcript & links here.)

5 Questions to Ask Before Buying Giveaways

Ever felt overwhelmed selecting the “right” giveaway?

Learn the questions every exhibitor should ask before wasting money on stuff that makes the wrong impression. Or even worse … ends up in the trash can!

This episode has the checklist for when you’re on a tight budget yet still want to make an impact.

“It’s not about handing out as many gifts as you can as fast as you can … the point of giving anything away is to make an impression — and ultimately to gain a customer.”

Make your next giveaway a powerful marketing tool … instead of a budget item you regret.
Give this one a listen, or read it here.

7 Creative Giveaways Attendees Will Love

Stop handing out generic tchotchkes!

Learn from real-world examples of giveaways with true “gotta keep this” factor. With ideas ranging from personalized gifts to “concierge” perks, you’ll be rethinking your giveaway strategy. (Hint: It’s not even about the price tag.)

“It’s the ones given with the most thought that will be the most appreciated.”

Ready to hand out gifts people actually want (and keep)?
Get inspired with this episode! (You can also read it here.)

Smart Strategies for Video Marketing

Want to make your trade show promotions stand out? Grab your camera!

My friend, Lou Bortone (“The Godfather of Video”) says that video isn’t just for big brands anymore.

If the words “video marketing” make you break out in a sweat, you’ll leave this episode reassured and ready to roll with easy & powerful ideas. We cover everything from personalized video invites to show-floor testimonials to memorable follow-up messages.

No Hollywood budget necessary!

“One of the biggest mistakes? Just not doing video at all. Try different styles and find your video sweet spot.” ~ Lou Bortone

Want to learn how easy & effective show-related videos can be?
Lights … Camera … Action! (You can also find the transcript & links here.)

Make Your Marketing Message POP!

Tired of sounding just like everyone else?

Messaging expert & author Sam Horn teaches how to create a message with eyebrow-raising curiosity. Jam-packed with memorable stories, this episode is all about creating intrigue to gain attention and break out of the sea of show floor sameness.

“When you can do a common thing in an uncommon way, you will command the attention of the world.” ~ Sam Horn

Want to learn how the pros create a memorable message?
Grab a notebook and listen close. (You’ll find the transcript & links here.)

Want your own copy of the book exhibitors rely on as their “how-to manual”?

Pick up a copy of Build a Better Trade Show Image & start building your own strategy.

A portion of all book sales during the month of September will be donated to The Annabelle Project, which helps high-performing students prepare for careers in the events industry.

Want to give books to your clients or team?
Order a case (22 copies) & get a discount + free shipping + an exclusive “Ask Me Anything” session! (Contact me for details!)

Prefer to read an electronic version of the book?
Contact me about the PDF version. (Due to special formatting, it’s not available as an EPUB.)

Already have a copy?
Post a book selfie on LinkedIn & tag me. I’ll send you a special bonus gift!

Recommended Resource: Exhibit Marketing Camp

Fall edition launches Nov. 2!

Tired of spending thousands on an exhibit only to come home with a bunch of random badge scans & zero qualified leads?

This online, interactive hands-on sprint will turn your trade show experience around. It’s not a webinar you forget to watch or a course you’ll never finish.

You’ll actually build your own strategy in real time (instead of just learning theory) and implement ideas as you learn.

• Week 1: You’ll develop a clear, measurable game plan for your next show instead of “show up & hope.”
• Week 2: You’ll have your booth messaging and activities ready to deploy — no more last-minute guesswork.
• Week 3: You’ll know how to coach every one of your booth staffers to engage and qualify leads.
• Week 4: You’ll leave with a structured follow‑up plan so leads won’t fall through the cracks.

“Exhibit Marketing Camp exceeded my expectations. Even as an experienced event marketer, I walked away with fresh ideas, practical takeaways, and new ways of thinking about how we approach our exhibit program. The conversations, examples, and insights gave me things I could bring back to my team and put into practice right away. I left feeling energized, inspired, and excited to keep evolving our event strategy.” ~ Maleka Hopstad-Redner

Seats around the Campfire are limited … so get on the Wait List & be the first to know when registration opens!