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Exhibitor Resources Article
Essential Components of Power-Packed Pre-Show Mailings 1. Plan your strategy Planning is the key to the success of your pre-show direct mail, social media and/or viral marketing campaign. There are many facets in the planning process including the product/service, the media, the offer, the communications format and an evaluation of the results. Your overall marketing campaign should be used in conjunction with other pre-show promotional activities such as advertising, telemarketing, press relations, etc. 2. Select the product, service, or event to promote Decide which product, service, or event is most likely to attract visitors to your trade show exhibit. For the best response, keep your promotion simple and easy to understand. Be sure to put a promo code on each piece for measurement of success for each marketing campaign strategy you decide to use. 3. Establish objectives Write down the objectives for your promotion. Make sure they tie into your established trade show objectives and overall marketing strategy. Think about the response you want as well as the result you can realistically hope to achieve. 4. Target your audience Target the people you want to respond to your mailing. Think about their interests and concerns. If you are promoting to different markets, you often have to reach multiple buying influences within each company. Consider tailoring your message to the appropriate audience. 5. Locate qualified mailing lists Your mailing and/or email list is the most important factor in determining whether your mailing and/or emails will be successful. Often, who you mail or email to is equally, if not, more important than your content delivery. Your very best mailing and/or email list is your own house list made up of your current and past customers and interested prospects. If you consider buying a list, consider your secondary, as well as your primary markets. Merge the registration list from show management with your in-house list to avoid mailing and/or emailing duplicates. 6. Choose a format, tone and style Your goal should be threefold: to get your piece opened, to get it read, and to get the reader to take action. Think about using envelope teasers, attention-grabbing headlines, offers, testimonials, benefit charts or response coupons. Think about size, color, whether it will contain a reply mechanism or be just a simple postcard. Color improves your effectiveness. 7. Highlight your uniqueness Successful copy focuses on one key message. Highlight your uniqueness and competitive advantage by stressing the benefit that is most important to your customer. When writing copy, go through the who, what, where, when, and how exercise. Five times as many people read headlines as read body copy, so say something important that means something to your target audience. 8. Create an incentive An enticing offer will give prospects a reason to visit your display. The incentive will only be meaningful and irresistible if it is linked to a direct prospect benefit and only made available at the show by redeeming the offer at your stand. Often two-part mailings and/or emails entice attendees to visit your trade show exhibit. This usually consists of a premium item that is sent in two parts. The first half is sent prior to the show. If the visitor wants the second half, they need to collect it at your booth at the show. 9. Schedule your mailings and emails Timing is critical to your show mailings and emails. Consider the need for a single or a series of mailings. Plan a realistic timeline for your campaign. Use pre-sorting to save on postage if you are planning to send out direct mail. Take advantage of show management’s promotional materials. Purchase pre-printed postcards for pre-show mailings. 10. Track your success The best way to measure your mailing success is to establish a tracking system. Use a code on each mailing or email. As part of your incentive offer, encourage visitors to bring the mailing to your display in exchange for a gift. 11. Alternatives to direct mail Some additional ways to promote your show or event include email, web banners, and magazine advertisements. | |
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