We hope that attendance will start to rebound now that uncertainty over the war had ended. But getting people to your show will remain a struggle.
Many shows make the mistake of putting the entire attendance promotion burden on one group—the marketing department. But to be successful, everyone on the show team must get involved, including:
The sales staff who should work proactively with their accounts to get exhibitors to use those guest passes (and other promotion efforts).
The conference people who should create killer content (free and paid) that generates a buzz about the show.
The registration people who enthusiastically capture/upsell all inquiries/registrants and makes it painless to sign up for the show.
The PR people who work to generate support from trade publications, associations, etc.
Even the operations people who create fun events that attract people to the show and onto the exhibit floor.
Be sure everyone is working toward the common goal of turning out the maximum number of qualified buyers.