Events
Drive-to-stand
Drive-to-stand covers all the actions designed to bring visitors to a trade show stand: invitations sent beforehand, signage, presence in the official programme, and attractions on site. It is the first step in a trade show's performance, before any sales work.
Updated on 12 October 2026 · Libella Robotics · Also known as: stand traffic, traffic generation, drive to booth
The reasoning is sequential: no traffic, no conversations; no conversations, no leads; no leads, and the trade show has produced nothing but an invoice. Many exhibitors invest in the stand and neglect what brings people onto it.
The levers fall into two groups: beforehand (emailing the customer database, booking meetings, social media communication) and on the day itself (location, how open the stand is to the aisle, the height of the signage, and the attraction).
An attraction visible from afar works precisely on this last element. A walking bipedal humanoid can be seen above people's heads in a crowded aisle, whereas a screen or a tabletop demonstration is only visible from three metres away.