Four Ways to Increase Your Success Before The NATSO Show


Perhaps the most important fact about exhibiting at trade shows is that successful trade show experiences require targeted, effective pre-show marketing and promotions. Exhibitors and sponsors cannot just show up and expect attendees to run to their booth. Below are four ways to market your participation in The NATSO Show.

Visit the Exhibitor Marketing Guide on The NATSO Show Website to read about more ways NATSO can support your marketing efforts.

1- Official NATSO Show Logo: The NATSO Show 2012 logo is a great way to showcase your participation at The NATSO Show to your customers. Use the logo often throughout your promotional and general company materials. For example, you can include the logo on your pre-show mailers with your booth number or add the logo to your advertisements, letterhead and email signatures.

Or add the logo to your website with a link to VisitThe NATSO Show Website here to choose one of three logo options.

2- Show Specials and New ProductsIf you are looking for a good way to maximize exposure for your products and generate new sales leads — this is it! The Show Specials and New Products listings provide an additional opportunity for exhibitors to gain more exposure for their products. If you missed the deadline to submit a show special or new product for listing in the Official Show Guide, it isn’t too late to be featured on The NATSO Show website. To submit your listing, email Susan Taylor at

3- Electronic Marketing: Your organization’s website, email contact information and email distribution tools can be highly effective means of promoting your booth and products. Display The NATSO Show logo on the home page of your website and link to a press release or statement about your booth, products, and/or exciting news about your organization. By doing so, you will entice prospective customers to visit your booth.

Encourage advance registration — you can increase traffic to your booth by simply helping customers register for The NATSO Show. We’ve created a graphicavailable here, to assist with your messaging. Be sure to link it to

4- Press ReleasesA highly effective way to gain valuable pre-show publicity is to issue press releases to trade publications. Industry trade publications are always looking for new product and service information. Your press releases can alert thousands of potential buyers about your company’s exhibits, location at the show, product lines, and new products in the pipeline. To increase likelihood that your release will be “picked up” by a trade publication, write and prepare your release as a reporter would write a story, namely by including the item of interest and why it is interesting, as well as predicted impact and a contact person.

Not signed up to exhibit yet? Limited space is still available at The NATSO Show. At no other show can you reach as many travel plaza owners and operators, on and off the show floor. Act today to reserve your booth and gain direct access to key truckstop and travel plaza decision makers. To make a booth selection appointment, contact either Susan Taylor at (703) 739-8572 or or Dave Sturtevant at (703) 739-8562 or

{HBMHighway Business Matters is a brief semi-monthly newsletter created exclusively for companies that provide products or services to the truckstop and travel plaza industry. Highway Business Matters will keep you informed on trends, tactics, and tips to help you connect to the $65 billion truckstop and travel plaza industry. 

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Amy Toner's photo

Amy Toner

Toner markets NATSO products, services and meetings. She is the content editor of NATSO's core websites, Stop Watch magazine and Highway Business Matters biweekly articles. In addition, she provides creative services across all departments. Toner joined NATSO in 2006. Prior to joining the association, she served as director of membership services at an association for ambulatory surgery centers. Toner lives in Washington, D.C., with her husband and son. More
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