How to book meetings before a trade show
A booth or sponsorship runs $20,000 to $50,000, and that money is spent before the show starts.
The teams that win a show walk in with meetings already booked. Here is how to do it.
1. Start 3 to 6 weeks out
Three weeks is the least that works. Four to six weeks is best. People fill their show calendars early.
2. Build your target list
Use the attendee list if the organizer has one. If not, use the exhibitor list, the speakers, the sponsors and the event's LinkedIn page.
3. Pick the people worth meeting
Don't message everyone. Rank each person against your buyer profile: role, company size, industry. Keep the ones who fit.
4. Name the event
"We're both at this show in three weeks" is a reason to reply. A sales pitch is not. Name the show, offer a time, offer to come to them.
5. Send from your own accounts
Send from your own LinkedIn and email, in your own voice. People can tell an agency blast from a peer.
6. Book the time, then confirm it
When someone says yes, put a real time on the calendar. Confirm a few days before, and remind them the day before.
Proof it works
One event. A list of 204 people. 12% replied with interest; typical cold outreach gets under 1%. 26 meetings were on the calendar before the doors opened.
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