Odds are exhibitors at your event offer some "show specials" that attendees can only take advantage of if they're on site and visit the exhibitors booth.
Under the prevailing theory of "we just deliver the attendance to the hall, it's up to the exhibitor to get them to the booth", most show managers leave it to exhibitors to announce these specials via pre-show postcards or emails.
MAGIC has put all of the show specials on one page for its show this week. All neatly categoried by product type. With printable show-branded coupons to boot.
I'm not a MAGIC attendee nor on their prospect list, but I imagine they also promote the presence of this page in email to prospects and also promote via email to pre-registrants to encourage them to actually show up.
I did something like this last year for Coverings. We experienced a very signficant increase in verification - a challenge because Coverings is free to attendees regardless if they register on site or in advance. There's not much leverage to help attendees make a quick decision other than the hotels selling out.
But my attempt at doing this didn't include the coupons like MAGIC. That's a nice touch.
I'm going to copy this tactic for all my clients.
But not the Flash site. I still don't like Flash.