Pre-Show Marketing: How to Get Footfall Before the Doors Open
Many exhibitors focus every ounce of their content effort on the show itself, treating the weeks leading up to an event as a purely logistical countdown rather than a marketing opportunity in their own right. This is a mistake. The period before a trade show opens its doors is often the single best window to influence which stands visitors decide to prioritise once they actually arrive, and getting this right can make a measurable difference to footfall on the day.
Why Pre-Show Content Matters More Than You Think
Most serious trade show visitors, particularly buyers and procurement professionals, plan their route through a venue before they even arrive, especially at larger exhibitions where it’s physically impossible to visit every stand. A brand that has been visible online in the weeks beforehand, through teaser videos, stand previews and product announcements, is far more likely to make that shortlist than a brand that appears silent and invisible until the doors actually open. In effect, pre-show marketing determines a significant portion of your footfall before the exhibition has even begun.
What to Film Before the Show
- Behind-the-scenes footage of your stand being designed, built or packed for transport, which humanises your brand and builds a sense of anticipation
- A short teaser video formally announcing your attendance, tagging the event organiser and venue so it appears in relevant searches and hashtag feeds
- A ‘what to expect’ clip previewing any product launches, live demonstrations or special offers planned specifically for the show
- Short interviews with team members explaining why they’re excited to exhibit, adding a personal and human element to your pre-show content
- A structured countdown post series in the final week before the show, building momentum and reminding your audience the date is approaching
How Far in Advance You Should Start
Ideally, pre-show content should begin around four to six weeks before the event, starting with lower-frequency announcement posts and gradually increasing in frequency as the show date approaches. This pacing avoids exhausting your audience too early while still building a genuine sense of anticipation by the time doors open.
Coordinating Pre-Show Content With Your Stand Design
If you’re working with a stand builder or design agency, it’s worth coordinating your content plans with them directly. A brief visit during the build process, or even a quick phone video showing early progress, can generate excellent behind-the-scenes content without requiring a dedicated crew visit purely for this purpose.
Measuring Whether Pre-Show Marketing Actually Worked
Track engagement on your teaser content compared to your usual posting average, and if possible, ask visitors on the day how they heard about your attendance. This simple question, asked consistently across a show, gives you a rough but useful sense of whether your pre-show marketing genuinely influenced footfall.
Build Pre-Show Content Into Your Exhibition Package
Ehre Productions can capture your pre-show preparation alongside your on-site coverage, giving you a complete content timeline from build-up through to breakdown, rather than treating the show itself as the only moment worth documenting.