Many exhibitors believe that attracting visitors to an exhibition is the organizers' responsibility. Certainly, the organizers of the exhibition conduct large-scale advertising campaigns to attract the target audience to the exhibition.
However, the organizers deal with attracting visitors to the exhibition as such, not to someone's individual stand. It is in the interests of the exhibitors themselves to increase attendance at their own booths. This does not require additional funds, you only need to use the available information resources of your company to announce your participation in the exhibition before the opening of the exhibition:
Send an invitation with your booth number and a link to a free ticket to your partners and clients.
Clients who receive information from both sides (organizers and exhibitors) are more likely to come to the exhibition exactly to you.
Of course, the main goals of participation in the exhibition are to attract new customers and increase sales. Set realistic goals for yourself. To do this, ask the organizers for information on the visitors to your target audience, calculate the average cost of selling your products, estimate the average number of real potential customers, and you will find out the approximate benefit of participating in the exhibition. If you set the right objectives and personnel at the exhibition, you will not only recoup the cost of participation, but you will also attract new long-term customers, retain the old ones, and earn excess profits.