2. Plan your approach. Set times with key customers and prospects well in advance. They feel respected and special, and you come across as more strategic and organized - the type of person they want to do business with. Tap into apps that show you everything from exhibit maps to press events. It’s never been easier to work the floor smart. And maybe even save you a few steps.

3. Create buzz. Work your media contacts and your social network to get the word out about press conferences, announcements and news. Engage your tribe through social media. Include a snipe on ads. Issue emails to current and prospective customers. Talk up your plans in person and over the phone. Make your information - press releases, invites, new product information - easily accessible digitally, but also have print copies on hand. Check when others are making big announcements and do your best to hold yours during a different time slot.

4. Choose your team. Put your most personable yet assertive people front and center - and prep them so they’re fully in the know. Keep the conversation going once you’ve drawn people in. A booth’s no place for shy-wallflower-staffers. They stay backstage.

5. Stand out. We still remember Aircell’s surfer guys and gals even years later. Avinode’s turned heads with something simpler, but equally memorable: apple-green Converse sneakers for suited-up staffers. It works because you hadn’t seen it before. And remember, comfort and functionality matter. Offer good WiFi and thick carpet padding in your booth. People will come. And linger.

6. Offer and publish activity. Create an interactive draw in your booth. If possible, give people the chance to demo your product/service. Take video and share it on YouTube and through your social channels. Haven’t tried Vine yet? What are you waiting for? Either hire a photographer or designate a team member to take photos and video throughout the show. Capture booth events, press conferences and more. Don’t miss an important moment. Also, please, please, please be sure your sound quality is good. We’ve all attended announcements where you couldn’t hear what was being said. Don’t be that company.

7. Give something away. But not just anything. Make it worthy and appealing to customers. And, ideally, tie it to your marketing message. Wichita’s small-but-mighty economic development coalition offered a Cessna Skycatcher at one NBAA. More than a thousand people entered to win. You can bet they all walked away knowing Cessna calls the Air Capital home.