One of the most overlooked parts of trade show success happens before the show even begins. Many companies invest heavily in booth design, logistics, and staffing, then assume attendees will simply discover them on the show floor. In reality, most people plan their time in advance. If they don’t know you’re exhibiting, they’re unlikely to find you. Telling people you are going to exhibit is one of the easiest and most effective ways to increase booth traffic. The Show Starts