People invest a lot of money into putting up trade show displays at events and expos. Nobody wants to spend all of that money and then be disappointed by a low amount of traffic at the event. So how do you increase your trade show traffic in order to profit off of your participation? First of all, you want to do your own marketing of the event. And secondly, you need to make sure that your display really reflects yourself, your business and your product. These two things combined are effective in bringing in the trade show traffic.
Many people make the huge mistake of expecting the trade show organizers to do all of the event advertising. Of course they are going to do some of it because they are also seeking to turn a profit from the event. However, you can never be certain just how much advertising they are going to have the time or money to do. That's why you should make sure that you do your own marketing of the event ahead of time. This increases the traffic that the entire event gets and that naturally leads to more traffic for your booth.
More importantly, because you are specifically targeting the customers that you appeal to, you'll likely increase your own booth traffic with your marketing. The customers that you already have are a great start for marketing the event. Contact your customer mailing list and let them know that you'll have a booth at the event. Encourage them to attend as well as to spread the word. Offer an incentive such as a discount for anyone who mentions your marketing when they are at your booth.
You don't have to spend a lot of money to market the event yourself. First off, you can contact the trade show organizers and ask if they have any fliers, web banners or other tools that you can use to market the event.