There are some basic needs that our clients MUST have when attending a trade show event, and then there are the things that DRIVE people to do something.  That according to Maslow's Theory of Hierarchy Needs.  In order to drive prospects you want to come into your booth, you have to have something that APPEALS to them.  Have you defined what drives your target market?  Have you defined your target market at all?

I believe that the first three layers are provided by others - not the exhibitor.  The show itself must provide an atmosphere of security and resourcefulness.  But after the basic drive to ATTEND the show - the exhibitor must use marketing tactics to entice the attendee (who is someone hopefully in their target market) to visit their booth.  So what can you do? 

Esteem - some examples of what others have done in this area is to have a sponsor or spokesperson woven within the graphic messaging. One of our clients provide body building products, their spokesperson is a well know body builder. Another client used their president (who was a well known speaker) as a showcase at an event, scheduling appointments with him through the day.  Still others will showcase their work and achievements within their graphic messaging or have the actual product (not ALL the product but some) on display.

Self-actualization - this one is easy.  You need to be creative in communicating how you can solve your potential customers problem.  How and why are YOU their solution.  Capture that message (concise and simple) in your graphics and draw them into your booth so that you can provide them a bit more information (a taste) and collect their data so that you can take your relationship to the next step.

If you focus on understanding your target market needs, your trade show event will be successful.