Say your show is eight weeks out and the attendees who have the right job titles and work for the right companies are committed. In other words, the buyers you would expect to see at your show plan on being at your show. Now is not the time to simply splash around in the shallow end. You’ve got eight weeks! Why not dive into the deep end of the prospect pool and really drive up your registration numbers! It’s a worthwhile exercise—not just for the sake of spreadsheets and statistics, but for the relevancy and longevity of your event.

One of our clients, the Hearth, Patio & Barbecue Association (HPBA), has been working on building their new prospect base for a few years now in an effort to attract fresh faces and evolve their annual HPBExpo as the leading indoor-outdoor living showcase. HPBExpo 2010 in Orlando took place last month and, for the third consecutive year, new prospect numbers increased. In addition to retailers and sales reps, HPBExpo is a draw for more and more home builders, remodelers and designers; propane retailers and other service providers; landscape architects and outdoor room specialists; and anyone who stands to benefit from having product knowledge of the very latest hearth appliances, grills, outdoor room features…you get the idea. While these new attendees may not all be direct buyers, they certainly have direct influence on consumers and end users—the very homeowners who will be purchasing their way to an indoor-outdoor lifestyle.

How did HPBExpo do it? Through direct and targeted marketing efforts, special promotions, advertisements in trade publications and regional outreach, they were able to find and attract new attendees. A good place to start is with the “drive in” audience—those who live/work within a 300 to 350 mile driving range of the event's location. The cost to this group would be minimal, especially if you offer them goodies like free exhibit passes, special webinars, education sessions focused on their business, etc. The possibilities are endless—you just have to jump in and start swimming. And don't be afraid to go after individuals. In today's world of social media and customizable marketing it's more about having a conversation with your audience, speaking to them directly instead of as part of a segment. It’s easy to do and the tools to do it are readily available.

Here's something to keep in mind: new attendees attract new exhibitors and new exhibitors keep your attendees coming back year after year. That's a tradeshow tidalwave you want to be caught in!