Why booth promotion matters — and how to do it effectively

Exhibiting at the 2026 AAD Annual Meeting is a significant investment, and while booth design and on-site staff play a role in your success, promoting your booth before and during the meeting is just as important.

Studies from the Center for Exhibition Industry Research (CEIR) show that up to 76% of attendees arrive with a pre-set list of booths they plan to visit. If you’re not on their radar before the doors open, you may miss critical face time.

Marketing your booth matters:

• Advance exposure builds awareness. Pre-meeting advertising highlights what you're showcasing and why they should stop by.
• Reinforcement drives recall. Messaging helps ensure brand recognition amid a busy exhibit hall.
• Visibility signals credibility. Sponsored placements position your brand alongside key meeting content, reinforcing your presence and expertise.

Suggestions for increasing booth traffic:

• Feature your booth in pre-meeting attendee emails, like the ePreviews, Registration and Housing Opening Email or Early Bird Reminder Email.
• Use an Exclusive Exhibitor Email to send a direct invitation. Reach registered attendees and offer a targeted opportunity to highlight your presence and share your meeting messaging. Consider a calendar link to book appointments with attendees.
• Provide a strong reason to visit. Promote in-booth activities and excite attendees with what they will see by coming to your booth.
• Leverage recognition across platforms. Advertising in the meeting news daily (print), the official AAD meeting new site (digital) or on-site hotel signage can help reinforce your booth’s value throughout the attendee journey.

Whether you’re looking to raise awareness for a product launch, introduce your company to new audiences, or generate more leads, pairing your booth with a strategic marketing plan can significantly improve your impact.

Explore 2026 AAD Annual Meeting advertising and sponsorship opportunities