Let’s be honest, at the nearly 10,000 trade shows held each year in the United States competition among exhibitors for buyer attention is downright intense. There are usually just too many booths for buyers to visit. In a recent study underwritten by PPAI and the Specialty Advertising Association of Greater New York, the following conclusions were reached: When compared, a pre-show ad specialty included with an invitation to visit produced three times greater traffic than a pre-show invitation with no ad specialty included. And, the companion technique-mailing an ad specialty before the show and inviting the recipient to pick up an additional companion item at the show-is likely to produce the best response.