Exhibitors are deciding much closer to the show—sometimes only weeks out. So don't give up on anyone.
These late decisions can be persuaded by seeing your actual pre-reg list (assuming it is good).
Convert to an electronic floor plan that your own people can update instantly. Also put it on your web site so prospective exhibitors can view it in real time.
Produce high quality (but not necessarily expensive) sales materials that establish your image/position. Most important to demonstrate the buyer quality of your attendees.
However, donít spend $ on bells and whistles (you know Ė that circular piece, embossed, with die cuts). Not worth the huge cost.
Instead, spend travel $ to put your sales people "belly-to-belly" with exhibitors, either in their offices or at other shows.
And be sure your sales material is clean and simple so it can be easily faxed or attached to an e-mail