The saying “if you build it they will come” does not apply to a trade show campaign. Exhibitors must plan a pre-show promotion to get qualified attendees to visit them while they are on the showfloor. Each Attendee schedules approximately 27 vists per show. These visists are determined by review of the show floorplan to locate those exhibitors who have an existing relationship, companies that have new solutions that are worth while visiting or competitors who are on the watch list. If you have done nothing to stand out, you are left to your exhibit design and graphics to illicit interest from an unknown passerby. Why leave your trade show success up to chance. A good pre-show marketing campaign can get you on the must see list.