By the time most attendees get to the event, they already have an idea of what trade show
displays they want to visit and who they would like to meet. One of the most often overlooked tools to getting more traffic to your booth is through email marketing. If done correctly, this marketing method has numerous benefits, including:
Boosts the number of leads that stop by your booth
Increases brand or company awareness
Allows you to quickly follow up with leads
Gets customers, prospects, and the media talking, including those that won t be at the trade show However, before creating your first email marketing campaign, keep these tips in mind to ensure your message gets read instead of deleted. 1. Understand your audience.
Each demographic will respond differently to marketing campaigns. Some may prefer to know the data behind your products or services, while others may be more interested in bold fonts and colors to capture their attention. Brainstorm different ways you could interest your intended audience in order to hold their focus, such as large or small font, bright or neutral colors, and the information they would want to read. 2. Create an attention-grabbing message.
The right subject line could make or break your email success, so choose one that will intrigue the recipients to open the email. Once you have come up with the perfect subject line, it is important the email s content is just as intriguing. Instead of putting all of your time and energy into creating flashy images, take the time to come up with content that your audience will want to read and will persuade them to stop by your custom display. 3. Keep a consistent email campaign throughout the trade show season.
Having one or two email campaigns may hold your audience s attention for 5 minutes, but will become easily forgotten. Try to send out emails throughout the entire trade show
season to stay fresh in the minds of prospective customers by the time the event finally rolls around. 4. Offer an unsubscribe option.
As painful as it is to have someone unsubscribe, this is an option all recipients need to have. The reason being that you will continually send emails to people who are not interested in what your company has to offer and will eventually put your emails in their junk folder. By letting those who are not interested in your company s emails unsubscribe, you will be offering emails only to those people who may want to do business with you. 5. If you don t succeed, try again.
Email marketing is not an exact science; while some campaigns may flop, others will do very well. If one campaign is not a success, try creating a new one until you come up with a campaign that your audience will like. This form of marketing is all about trial and error and may take some time to get just right, so be patient and continue trying until you create a campaign that captivates your audience.
Whether you are using trade show display rentals or purchased one, using email marketing is a great way to increase the interest of potential customers and partners before the show event begins.