You draw visitors to your stand through a mix of preparation and on-the-day activation. Start weeks before the trade show with targeted invitations to your audience. Give them a concrete reason to drop by: an exclusive product demo, a speaker or an interactive experience. At the show itself, a striking stand concept with a low-threshold activation element works best. Think a challenge, a live demonstration or an interactive screen. Make sure your stand team is trained to actively approach visitors and open conversations. And use social media during the show to generate extra traffic.
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