If the phrase "It was the best of times, it was the worst of times" describes your company's typical three days at a tradeshow, chances are you're not doing enough of your own pre-show promotion to improve traffic at-and results from-your booth.

Too many exhibitors arrive with the mistaken notion that publicizing a show is solely the sponsor's job. Research proves, however, that an exhibitor's own pre-show promotion can boost traffic up to 33 percent.

So if you want more people to see you at your next show, tell them ahead of time you're going to be there. Here's how:

• Advertise your booth number in the months leading up to the show. Banner your regular ads with an open invitation to visit your exhibit.
  
  
• Make news. Issue press releases to trade and business publications at least 10 to 12 weeks before the show on the new products and services you'll be announcing at the show.
  
  
• Promote your exhibit on all correspondence with custom-printed, self-adhesive labels or postage-meter messages.
  
  
• Invite clients and prospects - often. A series of 3 or 4 letters or postcards can be much more effective than a single mailing. Start about 3 months before the show, and try to build excitement with each message. Your final invitation should arrive just a few days before the event.
  
  
• Invite key prospects personally. Follow-up with a reminder phone call a day or two before the show. Set specific appointments with your best prospects.

Robyn Sachs is the president of RMR & Associates, a full-service advertising, marketing and public relations firm based in the Washington metropolitan area that specializes in the high tech industry and is known nationally for its innovative campaigns. She can be reached at rsachs@rmr.com. The Marketing Advisor is published quarterly. We welcome yolur comments or questions.