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My last post talked about using social media to promote your exhibit- a great strategy for businesses looking to trim event costs without sacrificing ROI. Social media sites like Twitter and Facebook aren’t the only marketing method that works, though- connecting with potential customers, industry insiders, and other attendees directly is a powerful way to create interest pre-show and maintain relationships once the event is over.

Direct Mail

Okay, so direct mail isn’t exactly what comes to mind when you think of “cutting edge” strategies- but it actually should be. In a way, direct mail is the ancestor of email marketing- it’s still one of the most effective ways to reach out to attendees and potential sales leads. According to mailing giant Pitney Bowes, the average ROI for a direct mail campaign is $10 per $1 invested- a great return by any measure. Brochures and informational mailers that tie in to a company website tend to generate excellent response rates: a 2007 study by comScore found that 67% of direct mail catalog recipients visited company websites after receiving the mailers.

You can harness the power of a direct mail campaign for an exhibit showing, too: before the show, target mailers to show attendees and industry insiders (think those with high-traffic blogs, tastemakers, etc.). Including a special offer or a promotional code for product samples is a great way to generate interest, but make sure it’s targeted- you may want to draft separate mailers for those attending as customers and those attending as reporters or reviewers. Make sure the mailers prominently display the same logo and color scheme that your exhibit will feature, and send materials out about 4 weeks before the show- far enough in advance to ensure they make it on time, and close enough to the event to ensure that the recipient will remember your company.

At the show, take physical mailing addresses via a guest book if you can. Not only can you add decision makers to your Rolodex, you’ll also have the opportunity to send a follow up note or card. Yes, it’s a little old-fashioned, but think about it: letters really are the original “social” media. A thoughtful, handwritten card can go a long way in impressing a future client.

Email Marketing

Email blasts are incredibly effective, and operate in much the same way as traditional mail. You can send out promotional emails a few weeks in advance. If you have the time, try to draft a personalized note to accompany an online flier, especially to press recipients and current clients. No one likes spam- make the flier interesting by including a special offer or customized URL that links back to your website, allow customers to log in to a virtual tour of your exhibit right before the show, or include a link to a live presentation for invitees that can’t attend. (An online marketing service can help you with this process if you’re not sure how to do it yourself) Again, think personal, not general- craft different messages for different types of attendees.

Focus on Building Relationships

One of the best pieces of business advice I often hear is to build business relationships before you need them. Connecting with exhibit visitors directly can allow you network more broadly than some social media campaigns- when attendees are ready to buy, they already know which company to choose. The right direct mail or email marketing campaign has the power to increase sales, build customer relationships, and increase trade show ROI- before you plan your next exhibit, think of ways to incorporate direct marketing aspects. The results will speak for themselves.

This guest post was written by Merrin Muxlow.  Merrin is a writer for Resource Nation, an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs. She frequently contributes to several sites and programs that offer tools for business owners, including Dell and BizEquity.

Resource Nation connects businesses with local and national pre-screened vendors in over 100 categories from payroll services to web design. The company provides tools to help start and grow your business and how-to guides for online business communities such as Entrepreneur.com, StartUpNation.com, and Ladies Who Launch.

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