USING EMAIL MARKETING TO ENHANCE SUCCESS
September through November is typically one of the busiest times of the year for conferences and trade shows. If your company is participating in a trade show this fall (or any time of the year), here are some thoughts on improving the ROI of your program investment.
Measured simply on the cost to acquire leads, trade shows can be viewed as perhaps a company's most expensive marketing and sales activity. Maximizing this investment is key. By using eMail marketing before, during and after a trade show - companies can substantially add to the overall return on their trade show investment.
How Does eMail Marketing Support Your Trade Show Efforts?
_ Creates advance awareness of your company and product/services _ Drives prospects to your booth
_ Enables efficient, coordinated and quick follow up with leads
_ Enables efficient follow up with show attendees that did not visit your booth
_ Generates buzz among customers, prospects, partners and the press that do not attend the trade show.
_ Enables and enhances a centralized approach to managing and measuring the success of your trade show lead generation activities
What Does a Typical Trade Show Program Consist Of?
Obviously, every trade show and company's needs surrounding a specific trade show will be unique, however, the following is a sample of a trade show program incorporating email:
_ Distribution of an email to trade show registrants (list provided by show organizer) inviting them to stop by
the booth, register to win something, demo a product, visit during the "sponsored cocktail time," schedule a
private meeting, etc.
_ Email is typically distributed approximately 3-5 days prior to registrants expected departure for the trade show.
_ Distribution of an email announcing a new product, product enhancement, company milestones, highlights of a speech given by a company representative at the trade show, etc. This email in essence leverages your PR activities and press releases, and enables you to generate additional leads and buzz around the trade show distributing the email to your customers, prospects, partners, employees and the press.
_ Email is typically distributed the opening day of the trade show - but is driven by timing of your announcements.