What an Invitation to Exhibit Letter Does
An invitation to exhibit is a sales letter with a narrow job: get one company to book a booth at one show. It works when it is specific to the reader. A buyer who receives the same letter as every other company on a purchased list has no reason to answer it. One who reads that the show attracts their own customers, with a figure to back it up, does.
| Document | Job | Typical length |
|---|---|---|
| Invitation to exhibit letter | Makes the case to one company and asks for a booking | One page, or a short email |
| Exhibitor prospectus | Full audience data, booth options, prices, rules and dates | Several pages |
| Exhibitor contract or application | Records the booth, the price and the terms | As long as your terms need |
| Exhibitor emails after booking | Confirmation, payment, onboarding and logistics | Short, one topic each |
The letter is the cover; the prospectus is the evidence. Put the starting price and the key deadline in both, and link the prospectus rather than repeating it.
What to Put in an Invitation to Exhibit
- 1
Why This Company
One or two sentences on why you are writing to this company: the products they sell, a market they are entering, or a peer that already exhibits.
- 2
Who Attends
The audience in the reader's terms: job titles, industries, buying responsibility and regions. Give the figure and where it came from.
- 3
Why Exhibit Here
One or two reasons the show is worth the cost: buyers they can't easily reach elsewhere, a new area for their category, or a program that draws their customers.
- 4
Booth Options and Prices
The main booth sizes, starting prices and what the price includes. Point to the prospectus and the floor plan for everything else.
- 5
The Deadline
One date that matters, such as the early rate, priority booth selection or the printed directory deadline. Write it with the year.
- 6
How to Book
A direct link to the floor plan or application, a named person to call, and a direct phone number.
Sign the letter from a person, not a department. Interested prospects usually want to ask where the good locations are before they commit, and a named contact with a direct line makes that easy.
Audience Data You Can Stand Behind
The audience paragraph carries the letter, and it is where most invitations lose credibility. Quote only figures you can source, say what they count, and prefer a specific number to a large one.
| Claim | Where it comes from | How to phrase it |
|---|---|---|
| Attendance | Registration or badge scan counts, not estimates | [NUMBER] registered attendees in [YEAR], by registration count |
| Job titles or industries | Registration questions | [PERCENT] of registrants listed [ROLE] as their job function |
| Buying authority | A registration or post-show survey question | [PERCENT] of survey respondents said they recommend or approve purchases |
| Returning exhibitors | Your own exhibitor records | [PERCENT] of last year's exhibitors have already rebooked |
| New show, no history | Your invitation lists and promotion partners | Invitations go to [NUMBER] members of [ASSOCIATION] and [LIST SOURCE] |
Invitation to Exhibit Letter for a New Prospect
Use the full letter for a senior contact who has never exhibited, or when your industry still expects a formal letter on letterhead, sent as a PDF or by post. For a shorter first-touch email, use the prospecting template on our exhibitor email templates page, linked above.
[ORGANIZATION LETTERHEAD] [DATE] [FIRST NAME] [LAST NAME] [TITLE] [COMPANY] [ADDRESS] Dear [FIRST NAME], Invitation to exhibit at [EVENT NAME] [YEAR] On behalf of [ORGANIZATION], I would like to invite [COMPANY] to exhibit at [EVENT NAME], held [DATES] at [VENUE], [CITY]. [ONE OR TWO SENTENCES ON WHY THIS COMPANY, e.g. COMPANY's range of PRODUCTS is what our attendees come to source.] Who attends: [EVENT NAME] brings together [AUDIENCE DESCRIPTION]. [ONE OR TWO SOURCED FACTS, e.g. In YEAR, NUMBER professionals registered, and PERCENT listed ROLE as their job function.] Why exhibit: [ONE OR TWO REASONS, e.g. a new PRODUCT CATEGORY area at the hall entrance, and a buyer program that schedules meetings with exhibitors.] Booth options: - [SIZE] inline booth: [PRICE], including [WHAT IS INCLUDED] - [SIZE] corner booth: [PRICE] - [SIZE] island: [PRICE] Sponsorship packages are listed in the enclosed prospectus. Key date: [EARLY RATE / PRIORITY BOOTH SELECTION] closes on [DATE]. How to book: choose an available booth on the floor plan at [FLOOR PLAN LINK], or contact me directly to discuss the best location for [COMPANY]. I will call your office during the week of [DATE] to answer any questions. Yours sincerely, [YOUR NAME] [TITLE], [ORGANIZATION] [EMAIL] | [DIRECT PHONE] [EVENT WEBSITE]
Past Exhibitor and Association Member Invitations
Companies that already know your show need a different letter. A past exhibitor who skipped a year wants to know what changed. An association member wants to know what membership gets them. Neither needs the audience explained from scratch. Current exhibitors rebooking for next year are better served by the priority window and rebooking emails on the exhibitor email templates page.
Subject: [EVENT NAME] [YEAR]: what's changed since [COMPANY] last exhibited Hi [FIRST NAME], [COMPANY] exhibited at [EVENT NAME] in [LAST YEAR EXHIBITED], in booth [BOOTH NUMBER]. We'd like to have you back for [YEAR], [DATES] at [VENUE]. What's different since then: - [CHANGE 1, e.g. the show moved to a larger hall with a dedicated CATEGORY area] - [CHANGE 2, e.g. registration grew from NUMBER to NUMBER, by registration count] - [CHANGE 3, e.g. lead retrieval is now included with every booth] [IF YOU KNOW WHY THEY LEFT: You told us in YEAR that REASON. Here's what we changed: ACTION.] Booths start at [PRICE]. [RETURNING EXHIBITOR RATE OR OFFER, IF ANY] until [DATE]. See what's open: [FLOOR PLAN LINK] Prospectus: [PROSPECTUS LINK] Would 15 minutes next week be useful? I'd also like to hear what would make the show worth it for you. [YOUR NAME] Exhibitor Sales, [EVENT NAME] [PHONE]
Subject: Member booth rates for [EVENT NAME] [YEAR] Dear [FIRST NAME], As a member of [ASSOCIATION], [COMPANY] is invited to exhibit at [EVENT NAME], [DATES] at [VENUE], [CITY], at the member rate. Your member benefits as an exhibitor: - Booths from [MEMBER PRICE] (non-members: [NON-MEMBER PRICE]) - [PRIORITY BOOTH SELECTION FROM DATE, BEFORE NON-MEMBERS] - [e.g. LISTING IN THE MEMBER BUYERS' GUIDE / MEMBER RECOGNITION ON SIGNAGE] Who attends: [AUDIENCE, e.g. NUMBER members from NUMBER chapters, plus invited buyers from RELATED SECTOR]. To book at the member rate, sign in with your [ASSOCIATION] member login [OR: enter access code CODE] when you choose your booth: [FLOOR PLAN LINK] Member pricing ends on [DATE]. Not sure your membership is current? Contact [MEMBERSHIP CONTACT] before booking. [YOUR NAME] [TITLE], [ASSOCIATION]
Member pricing works best when the booking system checks membership for you rather than relying on an honor system. Our post on AMS integration for association events covers how that connection works, and association event management covers the wider setup.
Startup Pavilion and International Invitations
Startups and international companies face different barriers. A startup can't justify a full booth price or a custom build, so its invitation leads with a small, turnkey package. An international company worries about shipping, payment and travel, so its invitation answers those questions before they are asked.
Subject: Startup pavilion at [EVENT NAME]: [NUMBER] turnkey spaces Hi [FIRST NAME], We're setting aside [NUMBER] spaces at [EVENT NAME] ([DATES], [CITY]) for early-stage companies, and I think [COMPANY] is a strong fit for the [PAVILION NAME]. What's included for [PRICE]: - A [SIZE] turnkey space with [e.g. counter, two stools, power and a sign with your logo] - [NUMBER] exhibitor badges - [e.g. A pitch slot on the demo stage / a listing in the startup guide] - Location: [WHERE, e.g. beside the main entrance, on the route to the keynote hall] Who qualifies: [CRITERIA, e.g. founded within NUMBER years, under NUMBER employees, first time exhibiting at EVENT NAME]. Who attends: [ONE SOURCED LINE ON THE AUDIENCE, AND ANY INVESTORS OR BUYERS INVITED]. Apply by [DATE]: [APPLICATION OR BOOKING LINK]. Spaces are confirmed in the order applications are approved. [YOUR NAME] [TITLE], [EVENT NAME]
Subject: Invitation to exhibit at [EVENT NAME], [CITY], [COUNTRY] Dear [FIRST NAME], I would like to invite [COMPANY] to exhibit at [EVENT NAME], [DATES] at [VENUE], [CITY], [COUNTRY]. [ONE SENTENCE ON WHY, e.g. Our attendees include distributors looking for PRODUCT suppliers from outside COUNTRY.] Who attends: [SOURCED AUDIENCE FACT, INCLUDING INTERNATIONAL BUYER FIGURES IF YOU HAVE THEM]. Booths: from [PRICE] [CURRENCY] for [SIZE IN FEET AND METERS]. [COUNTRY PAVILION OPTION, IF ANY] For international exhibitors: - Payment: [CARD / WIRE / CURRENCIES ACCEPTED] - Shipping: our official freight forwarder is [COMPANY], who can advise on customs and temporary import: [CONTACT OR LINK] - Hotels: rates at [HOTEL] until [DATE]: [LINK] - Visas: once your booth is booked, we can provide a visa support letter for named staff on request. Please check entry requirements with your nearest [COUNTRY] consulate early. - All times in this letter are [TIME ZONE]. Book your booth: [FLOOR PLAN LINK] Prospectus: [PROSPECTUS LINK] I'm happy to arrange a call at a time that suits you. Kind regards, [YOUR NAME] [TITLE], [EVENT NAME] [EMAIL] | [PHONE WITH COUNTRY CODE]
Last Booths Left Invitation
A last booths email often gets the quickest replies of any invitation, and it is the easiest to misuse. Send it only when it is true, say how many booths remain and of what size, and link to the floor plan so readers can see for themselves. If the floor is half empty, a scarcity email teaches prospects to wait for the next one.
Subject: [NUMBER] booths left at [EVENT NAME] Hi [FIRST NAME], [EVENT NAME] opens in [NUMBER] weeks, and [NUMBER] of [TOTAL] booths are sold. What's left: - [NUMBER] x [SIZE] inline, from [PRICE] - [NUMBER] x [SIZE] corner, in [AREA] - [NUMBER] tabletop spaces, [PRICE] See exactly where they are: [FLOOR PLAN LINK] Companies exhibiting include [TWO OR THREE PEERS, ALREADY PUBLIC IN YOUR EXHIBITOR LIST]. Bookings for the printed directory and map close on [DATE]. A booth booked after that will still appear on the [ONLINE MAP / EVENT APP], but not in print. If you'd like to talk through locations, call me today: [PHONE]. [YOUR NAME] Exhibitor Sales, [EVENT NAME]
Pricing the last booths is a judgment call. Some shows hold price to protect early buyers; others discount the hardest-to-sell spaces. Whatever you decide, stay consistent with what you told early bookers. Our trade show booth pricing guide covers the trade-offs.
Sending and Following Up
| When | Who | What to send |
|---|---|---|
| At the show and up to two weeks after | This year's exhibitors | Rebooking window, holding their current booths |
| 9–12 months out | Past and lapsed exhibitors | Past exhibitor invitation |
| 9–12 months out | New prospects and association members | New prospect letter, member invitation |
| 6–9 months out | Startups and international companies | Pavilion and international invitations, with time for travel and freight |
| 1–2 weeks before each deadline | Everyone who hasn't booked | A short reminder with the date |
| When the floor is mostly sold | Engaged prospects who haven't booked | Last booths left |
- Follow up a formal letter by phone within a week; a letter alone rarely closes a booth
- Add one new fact in each reminder: a confirmed exhibitor, a new program item, an updated count
- Stop writing to a company that says no this year, and note the reason for next year's list
- Log every letter and reply in one place, so two salespeople never contact the same company
Once a company says yes, the faster it can choose a booth and pay, the less likely it is to change its mind. Booth sales software lets exhibitors do that from the link in your letter, and our post on selling exhibitor booths online covers the setup.
Invitation to Exhibit Mistakes to Avoid
- Sending the same letter to new prospects, lapsed exhibitors and members
- Quoting attendance without saying what was counted, or rounding it up
- Leaving out prices, so the reader has to ask before they can judge fit
- Linking to the event homepage instead of the floor plan or booking page
- Using last booths urgency while most of the floor is still open
- Promising international exhibitors a visa or customs outcome you can't control
- Writing deadlines without a year or a time zone
