Campaign idea

The Exhibitor Booth-Traffic Campaign

Exhibitors want footfall, so they will happily promote your event to their own list. Give them something to send.

What it is

Every exhibitor has already decided they want more people walking past their booth. Their incentive and yours point the same way, which makes this the least resistant advocacy campaign you can run.

What stops it is not willingness, it is assets. Exhibitors get a logo pack and a stand number, then get told to 'promote it on your channels'. So most of them do nothing.

When to run it: Before the event
Who does the sharing: Exhibitors
What it's for: Registrations, Sponsor ROI
Effort: Medium effort

Timing: From contract signature. Push hardest 4-6 weeks out.

Why it works

The interest is genuine - more attendees means more leads for them.
Exhibitors have lists of exactly the people you want in the room: their own customers and prospects.
Promo codes make the exhibitor look generous while attributing the registration to them.
It gives your sales team a concrete renewal story: 'you brought 120 registrations last year'.

How to run it

1
Give every exhibitor a booth poster on day one of the contract
Their logo, their stand number, the hall map, your branding. Ready to post.
2
Issue a unique promo code per exhibitor
A real discount they can offer their own list. The code is the attribution.
3
Write the email for them
A ready-to-send template inviting their customers, with the code and a booth-visit hook.
4
Publish an exhibitor leaderboard
Ranked by registrations driven. Competitive B2B marketing teams respond to this more than you would expect.
5
Report it back after the event
Registrations driven, booth scans, leads captured. This is the renewal conversation.