Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Event Marketing

How to Use Event Marketing to Sell and Showcase Your Products

This is a guest post by Mohamed Bah of Springrates.

If you have plans to exhibit at a tradeshow any time soon, or you want to bring your newest product to the latest conference, you’re going to need a way to market your product. Doing well at a show or conference is a great way to generate early buzz and test a product out before it hits the sales floor. If you’re still not sure about how you should be showcasing your product to promote sales, we have a few suggestions on the most effective methods you can use.

1. Do Something Differently You

Absolutely everyone will tout the effectiveness of being “unique,” or doing something that no one else does to stand out of the crowd. It’s for a reason: Being unique will help you stand out, but only if you do it right.

showcase your product

When you’re trying to find a way to stand out of the crowd, think about the things that make your product special, or the characteristics of your brand that are unique. A marketing strategy is more effective if it’s meant specifically for you! If your brand has a more “fall” theme, then something like business cards made in the shape of rectangular-ish fall leaves would be a specifically you strategy. Someone else could copy it, but it fits you far better than it would fit them.

2. Don’t Be Afraid of the Big Bad Display

Large displays can be intimidating. This is especially true when they’re not yours, but you don’t need to have the biggest budget to have a big wow display. Maximize your airspace and do something unexpected! Bigger isn’t necessarily better, but bolder can be pretty close.

Instead of going for a massive banner or a 3D style, try eye catching colors, or upright flags. It might be a throwback to grade school, but don’t hesitate to run the proverbial underwear up the flagpole: if you’ve got something that makes your product stand out, or you’ve got a brand-specific t-shirt, make sure it’s flying high for the duration of the show. It’s a quirky way to attract attention, and it should set you apart from the crowd.

3. Rescale Your Style

People, as a general rule, love seeing things in the wrong size. Is your product too big to hold in the human hand? Shrink it down to toy size, and watch people play with it all day. Is your product more on team teensy? Scale it up to enormous, and see people gawk over how huge it is.

Things like rescaling the size of your product can also give you an opportunity to put it in context. It’s all well and good to have the full-size model next to your booth, but if you can provide a scale model of your brand’s lawnmower trundling around a standard-size yard, people are going to appreciate that a lot more than having to imagine what it might feel like. Alternatively, blowing up the size on something small can give people a better look at the little details they might not otherwise get to see.

4. Practice Proper Audience Participation

If your product is something that people can really get their hands into, why not let them? “Try before you buy” has become an increasingly popular selling tactic, and offering conference attendees and trade show goers the chance to test out something you’ve made demonstrates confidence. A bigger demonstration will also attract more attention to your booth, especially if you can work it into the schedule of main events.

This option also pairs well with the previous, and doubly so if your product is something like a game, or if you’re planning some kind of stunt for the demonstration. Getting your audience involved in the usage of your product, or creating some kind of game around how it works, will get them even more invested in what you’re doing and what you have on offer.

Event marketing is tough. Depending on where the event is held, you’re in a larger space, and you’re competing with dozens, if not hundreds, of other vendors, for a limited amount of time and attention. By focusing on what makes you great, and playing to your product’s strengths, you’ll be able to effectively draw attention and showcase and sell your product well.


Mohamed Bah

Mohamed Bah handles public relations for Springrates and in his free time enjoys playing with his dog, Leo, and working on cars.

Influencers That Influence ME

What is an INFLUENCER? To me it’s someone that gets your attention in any number of ways. It could be a video I saw. Could be a book or article or blog post. Or podcast. Or someone I know in my actual, real life as opposed to online.

These are the people whose tweets I read, whose podcasts I listen to, whose blog posts I read, whose newsletters I make sure not to miss. They write and say things that make me sit up and pay attention.

These are listed in no particular order. Some I’ve been aware of for years, others not so long. Some that were influencers ten or fifteen years ago may have popped back into my consciousness to make the list. And in a sense, it’s incomplete because it will always be incomplete. Influencers come and go. The ideas, writings and videos that catch anyone’s attention also wax and wane like the moon. But to me, these are all worth checking out:

Seth Godin: Daily blogger, host of the Akimbo podcast, speaker, author.

Peter Shankman: Founder of HARO (Help Out a Reporter). Speaks and writes frequently. Author of a new book about ADHD, working on a documentary about ADHD. See his TradeshowGuy Monday Morning Coffee interview here.

Scott Monty: Ford Motor Company’s first Social Media Director. Fortune 500 Advisor. Speaker, Pragmatic Futurist.

Jeff Barjorek: Parabola Consulting. Sales trainer, writer, speaker.

Jeffrey Gitomer: Sales trainer, author, speaker, podcaster.

Steve Miller: Author of Uncopyable (terrific book), speaker, blogger. Marketing gunslinger.

Pamela Slim: Author, business consultant, speaker, coach.

Bill Stainton: Emmy-winning producer, speaker, author. Also appeared on my podcast. Really fun newsletter. See his TradeshowGuy Monday Morning Coffee interview here.

Roy Williams: Former radio salesman who teaches sales, marketing and advertising. His Monday Morning Memo is not to be missed.

Shep Hyken: Hall of Famer in the National Speaker Association. Forward-thinking and best-selling author, blogger, writer and expert on customer service. Here’s his appearance on the TradeshowGuy Monday Morning Coffee. See his TradeshowGuy Monday Morning Coffee interview here.

Mel White: VP of Business Development at Classic Exhibits. Mel and I have known each other for close to a decade and a half. His insight and knowledge of the tradeshow world, and in particular the latest in tradeshow exhibit materials and trends has always been helpful. Not to mention his crucial help in making both of my books a reality. Here’s his TradeshowGuy Monday Morning Coffee interview.

Terry Brock: Relationship marketing speaker. Another Hall of Famer in the National Speaker Association. Holds forth all the time on the use of technology in communication and presentation. See his TradeshowGuy Monday Morning Coffee interview here.

Denise Wakeman: Blogger, author, writer, digital media marketing expert.

Casey Neistat: NYC-based videographer and story-teller. Ten million YouTube channel followers tells you something. Here’s one of his most-viewed and fun videos:

Gary Vaynerchuk: Social media expert at the highest level. Has parleyed his success with his family’s win business into a multi-million-dollar company, and he’s become an angel investor.

David Newman: Founder of Do It! Marketing. Marketing for Speakers, Authors, Consultants and Experts

Brene Brown: Best-selling author, research professor at University of Houston. Studies, speaks on courage, vulnerability, shape and empathy.

Candy Adams:. Long-time consultant in the tradeshow and event industry, known as The Booth Mom. See her TradeshowGuy Monday Morning Coffee interview here.

 

Unfinished – more to add later!

How Can Personalization Improve Security at Tradeshows?

This is a guest post from Tamara Blackburn.

Trade shows continue to be immensely popular within a variety of industrial spheres for a number of reasons from networking opportunities to celebrating the launch of a new product, or simply allowing brands and professionals to come together to pool their very best lines. They are also a bustling hive of people who need to make sure they keep their own ID and brand ID safe and secure at all times.

Shows and exhibitions, when run correctly, can be very safe environments and can effectively ward off potential criminal activity with minimal effort. However, it always pays to keep your own wits about you and to protect your own data, and there are plenty of ways in which personalization of various products can help to assure the safety of personnel and firms alike.

Access Granted ID Cards

tradeshow security

It perhaps goes without saying that the primary reason for ID cards to be issued at all is to ensure that the right people have the right access to the right areas.  That’s a lot of rights and a lot of sensitive areas, so it’s important to give only the correct people access cards and to make sure they are security enhanced cards.

ID cards can be manipulated if they are not secure enough and whether it’s unwanted attention or potential criminal activity, it’s a very good idea to make sure that personalised ID and cards are produced to a high-end standard.  Make use of ID cards which have identification on the front to prove authorisation and are near impossible to clone.  This way, not only are show staff always assured that they are handling authorised personnel, but there is no chance of such cards being copied if they are stolen or lost.

The Power of Lanyards

Lanyards are often seen as freebie material which can be used to promote certain brands and services. Beyond marketing, however, they are a great way to both protect and show off personal ID and information which can be quickly and easily checked.  Personalized lanyards and otherwise, can be used to display who you are and why you request access to events and certain areas. What’s more, specifically printed lanyards with brand names and otherwise can also prove who you are working for or with – a great way to offer quick confirmation to anyone checking ID beyond the standard protocol.

Wristbands

The access wristband is a standard which has been around in several forms for many years now, and at trade shows, they are a great way for personalized information to be stored and displayed without thorough checks needing to be established on each and every occasion.  For example, a personal wristband can be printed and offered to a show guest once they have passed all initial mandatory checks and they can then simply display their bands should they wish to gain re-entry to certain rooms or areas.  This process of personalization and ID protection allows for fast verification, which is likely to be sought after at trade shows and exhibitions.

Controlling Your Access

Personalized items such as those discussed above offer plenty of power to the individual, and therefore, it is their responsibility to make sure they take care of such items at all times.  Personalized ID can help improve security as it essentially makes sure that each individual takes responsibility for their own data. It can help to cut down on access checks and the time it takes for mandatory protocol to be followed, meaning a smoother event.  Furthermore, it can help attendees to easily identify one another, on a different level to security benefits, so it can break the ice in terms of networking. It can also let other attendees know that you have full access rights to such an event and that you may well be an authority in your field.

Personalized access items are always recommended in a trade show setting. For the tightest control and for the most efficient checks, cards, lanyards and wristbands are essential apparel.


Tamara Blackburn is a hands-on Digital Marketer for the UK’s largest ID card company, Digital ID. Tamara has a passion for writing and specializes in creating high-quality content, mostly on topics relating to marketing, security, branding and even press releases to name a few.

Pebble Beach concours d’elegance: Event Marketing Recap

I spent about a week in Monterey with an old friend recently to attend a couple of events: The Rolex Monterey Motorsports Reunion at the WeatherTech Laguna Seca Raceway and the Pebble Beach concours d’elegance. In a sense, both events are about as far away from tradeshows that you can get. But as event marketing goes, they’re at the top of their games.

Consider this: according to the website, “the competition attracts 15,000 affluent aficionados who pay a minimum of $325 for general admission.” And this: “Entrants often spend hundreds of thousands of dollars to acquire a car, hundreds of thousands to restore it, and tens of thousands more to transport it to Pebble Beach to compete for our top award. Come day of show, the cars pulling onto the eighteenth fairway of Pebble Beach Golf Links often have a total estimated value of half a billion dollars.”

So, yeah, the one-percenters, basically. And of course, there are a lot of other vintage car enthusiasts who like the show and the spectacle who are not in that top echelon (that would include me, just to be clear!).

Just driving around the area over the week gives you an opportunity to see hundreds of exotic and high-end cars that are just out cruising: Porches, McLarens, Teslas, Ferraris, Maseratis, Rolls-Royces, and a few that are simply unrecognizable or unique one-of-a-kinds.

This is a prime market ripe for pitching high-end products. There are numerous car auctions, one of which set a record over the weekend for selling a car at auction for a record $48.4 million. In case you’re wondering, it was a 1962 Ferrari 250 GTO.

Car manufacturers spend a ton to show off their newest models. Infiniti, for instance, sets up a large temporary building just above the festivities on the 18th fairway at Pebble Beach. During the runup to the event, they offer visitors a chance to drive new models for a couple of miles. Other car makers over the year have included Jeep, Cadillac, Chrysler, Tesla and many others. In fact, the first I ever heard of a Tesla was in 2008 when they introduced their roadster at the event. In 2016, Tesla was offering a chance to drive their new Model X (which I did).

Ferrari brought several dozen vintage autos and displayed them on the fairway of hole number one.

There were nine Tucker automobiles at the show, along with a handful of Chinese cars and a collection from the Raj of India.

Concept cars encircle the main putting green in front of the pro shop, where we’ve seen everything over the years from an electric VW bus, to McLarens, Rolls-Royces, Porches, Lincolns, Maseratis, Hennesseys, Genesis’ and many more – too many to count. Just a bunch of glorious eye candy for car fans.

Every year there is a raffle during the event, where up to four brand new model cars are given away. Former Tonight Show host Jay Leno has done the honors for years, telling the same jokes year after year.

Some 1200 media members cover the event, with about a quarter of them from outside the United States.

But at the bottom line, the event is a fundraiser for several dozen charities in the area. Over the years the they event has generated millions of dollars that goes to help area children. This year the event raised $1.8 million which will be distributed by the Pebble Beach Company Foundation to 85 local charities.

Check out the gallery below. I’m sure I’ll be back next year. It’s already on my calendar.

Delegate for Tradeshow Project Success

It’s a good question to ask: how much do you delegate for tradeshow success? Most clients I deal with have someone in charge of the overall tradeshow project. Maybe they’re a Marketing Manager or Tradeshow Manager, or some other title such as Business Development Director. Most of them work with a small team.

delegation for tradeshow project success

Which means there is a certain amount of delegation and collaboration going on. Multi-tasking may be something that people try, but research tends to show that too much multi-tasking leads to less success. How do you walk that fine line between doing too much yourself as someone in charge of the project and just telling everyone else what to do, in essence leaving little for you except overseeing the project? Maybe if you’re a control freak you find it extremely difficult to give control over an aspect of the project to someone else – but you gotta learn how to do it! One of the challenges of doing it all yourself is that while you may have control over everything, there’s a chance that the standard of work will slip.

The good thing, I suppose, is that there’s no ‘one-size-fits-all’ answer. Teams are different sizes, members have different skill sets and experience.

When it comes down to it, there are a handful of items to consider when managing a team for a tradeshow project.

Know Your Team

Many marketing teams we work with at TradeshowGuy Exhibits have an assortment of methods of getting the job done. For example, some teams outsource graphic design. Others outsource shipping and logistics. Some keep all of those things in-house. Most will hire an exhibit house for the final exhibit design and fabrication if it’s a new project, but the remainder of the tasks will often lie elsewhere. If it’s another show with your current exhibit, but a certain amount of updating needs to take place, it may not be as time-consuming and involved, but it still has to be done right.

Communicate Clearly and Often

The lack of communication is one of the biggest downfalls of collaboration and delegation. When a task is delegated, make sure that both parties are in full understanding of, and in agreement of, the specific tasks assigned and the deadline under which they must be completed. Even though you may have an in-person conversation or a phone call, I always recommend that a short email be created that details the tasks – if nothing else, in bullet points. There should also be an expectation that if problems, issues or challenges come up, that those will be brought to your attention as soon as possible. Like one of my old bosses once told me: “Bring me good news as soon as possible. Bring me the bad news even quicker.”

Know What to Delegate

Some items on the project to-do list will need approval from management for them to be completed. Other items will be less demanding. Since you’re in charge, it would make sense to keep the highest-skilled tasks to yourself, and the ones that till need buy-in and approval from management. Many tasks that go to other team members will also need instructions, especially if they’re new to your team. It may seem obvious to you how something is done, but if you’re assigning a task to someone, make sure they understand how it’s done – and how to know it’s done correctly.

Feedback is a Two-Way street

Once the project is complete, give feedback. If your team has done well, publicly thank them for the work and hand out genuine praise. But if some of them have come up short, let them know that as well. I’ve heard it said that you should “praise in public, criticize in private.” It’s a good approach. And make sure that all of your team members are free to offer their thoughts on how you’re delegating: did you give instructions that were clear? Did you make sure the right people got the right tasks, etc.?

Small Event Collaboration to Generate Sales Leads

During a two-hour workshop with trainer, author and content marketer Kathleen Gage this week, I took more notes and learned more about small event collaboration for lead generation than I think I’ve taken in for years.

While it’s true I collaborate with other people, I certainly don’t do it at the level that I could. That was clear in this workshop. Frankly, the ideas Kathleen presented gave me a lot to chew over.

small event collaboration

Think of a small event as one where you and some partners team up to bring a very focused target market together. This would generally a small group of anywhere from a few dozen to maybe a couple of hundred depending on your goals and scope of the event. The attraction to having people come to the event would be to have a few experts in the field share their knowledge. Show the value you offer, and if appropriate, make an offer during the event. It may or may not be appropriate.

Without giving away Kathleen’s secret sauce, the model for creating a winning event is to have a specific objective, determine what type of event will work, come up with a budget and assess your resources, find potential collaborative partners, and promote through media releases, email, phone calls, direct mail and more.

To me one of the key takeaways was to make sure that everyone at the event fills out an evaluation, where you ask the attendees if they are interested in a free consultation. During that follow up consultation, the conversation wouldn’t be focused on sales, but on determining if the potential client has a pain or a problem that you can fix. Only then would the actual sales conversation take place.

A few of the notes I jotted down during the event:

  • Create value before creating the offer.
  • Ask the right questions and get a better answer.
  • Disqualify people first – are they really qualified to do business with you?
  • What is your story? (Kathleen shared her story about her love of rescued animals – hence the pug photo!)
  • There is a difference between a “customer” and a “client.”
  • Until we create value, no matter what we sell, we are a commodity.
  • Get really clear on the type of client we really want.

As you search for your ideal client, look at your current clients: what are your common denominators? Kids? Pets? Sports?

Collaboration with partners using small (or maybe not so small) events can be a great avenue to growing your business, if done smartly and if the risk is minimized and spread around. Make it so that all partners have a lot to gain. It may not be like putting on a regular tradeshow, but a small private event can have a big impact, and I’m looking forward to exploring this whole concept with Kathleen further. Because, you know, in her evaluation she asked if I wanted a free, no-strings-attached consultation. I said yes.

Check out the podcast interview I did with Kathleen Gage here, and browse her website Power Up For Profits.

TradeshowGuy Exhibits: Planning Notes for Cannabis Collaborative Conference

cannabis collaborative conference

Since we made the decision to exhibit at a regional cannabis show in January, the Portland Cannabis Collaborative Conference at the Portland Expo Center, we’ve been tossing around a lot of ideas on how to approach it. Thought it might be fun to share some notes about what is crossing our minds regarding the show.

First, the Cannabis Collaborative Conference is a relatively small gathering. Around 125 – 130 exhibitors will set up shop for a few days, January 22 – 24, 2019. There will be two days of conferences, breakfasts, lunches and networking. And of course, exhibiting! In discussions with Mary Lou Burton, the organizer, it was apparent that a number of companies that are not directly involved in the cannabis industry exhibit at the show. There are companies involved in banking, insurance, legal, energy reduction, marketing and more. Given that the show is pretty popular, and the industry is growing, we felt it was a good fit to invest in exhibiting at the show as a potential supporting marketing partner of companies in the cannabis industry that do tradeshows.

Now that the decision has been made, what to do?

As any tradeshow planner knows, it all revolves around budget. From booth space, to travel, from the exhibit itself to giveaways and more, budgets must be decided upon and hopefully adhered to.

At first blush, our budget for the show will be modest. Here are some thoughts on what we might do for our 10×10 space – #420. Yes, we’re in #420.

Exhibit: Lots of things to consider. After all, we have access to a lot of styles of exhibits, from pop-up graphic back walls that set up in seconds, to aluminum extrusion framed light boxes, to typical  10×10 exhibits (rental and purchase) to banner stands and more. The first thing that comes to mind is to do a big back drop (maybe even a light box with fabric graphic) with a large striking image, company name, maybe a few bullet points. I’ll work with a professional designer for this – I ain’t a designer.

Giveaways: of course, I have a couple of books that I’ll either giveaway or sell on the cheap. The organizers have said I can sell the books at my booth (some shows direct sales are not allowed, so I checked). We might also come up with some branded swag. If we can find an item that really makes sense for the show that is a good giveaway, we may do that.

cannabis collaborative conference

PreShow Marketing: the organizers gave me a list of some 2500 people that attended the last show. While it might be helpful to reach out to them via email, our interest is more in the exhibitors – they’re our target market. We might do a couple of email blasts to the group to let them know we’re there and what we do. Email is cheap. Direct mail is probably not a great option, mainly due to the cost. But, even if the attendees aren’t exhibitors, many of them are retail shop owners and are potential customers for other items we can supply. Since I’m active on social media – and especially with the booth number 420 – you can expect that we’ll have a lot of fun both before and during the show promoting both the show and our booth space.

During the show: one thought is to make the rounds at the other exhibits at the very outset of the show opening and invite them to come to booth 420 to pick up a free copy of my book while they last. Once they’re there, we’d be ready to capture their information for follow up. And I think it’s always a good idea to have some sort of thing to do – some interactive element – which bears more thought.

At this writing the show is still 182 days away – half a year. And most of these thoughts and notes on what we’ll do is just that – incomplete ideas. Still, I always tell clients that when a show is a half a year away, THAT is the time to be slowly creating the ideas, talking with team members and getting the juices flowing so that as time goes by they will coalesce and become more concrete until they become a plan that can be executed.

Stay tuned! And if you’re planning to be in Portland in mid-January of next year, put this show on your calendar and come see us!

What About Those Tradeshow Results?

As an exhibitor, we’re all looking for great results. But what if you get back to the office a few days after the show, and frankly don’t have a lot to show for it? The lead collection came up short, there weren’t that many “warm” or “hot” leads, and the boss is wondering why all of that money was committed to the show.

First, recognize that you can’t control results. The only things you control are your activities, your behavior, and your technique.

Let’s start with attitude. Books have been written about attitude. Suffice it to say that if you go into a complex tradeshow marketing program, a good attitude will help immensely.

Activities are all-important. From pre-show marketing, to having a good interaction with your visitors, to lead generation and post-show follow up, knowing what to do and when to do it is critical to your success.

Finally, what technique do you apply to your behaviors? Does your booth staff know how to properly interact with visitors? Do they know how to as

tradeshow results

k questions, when to shut up and when to disengage?

All of your behaviors are subject to being done properly or not. And there is no end to determining what is proper and what works and discarding what does not work. Books have been written about techniques, attitude and behavior, so there’s much more to discover than what you’ll see in this brief post.

But back to results: if you are not getting the tradeshow results that you are hoping for, the three areas to examine are those that are most important to your success: attitude, behavior and technique.


Thanks to Sandler Sales for the tip. Full disclosure: I spent a year in a Sandler Sales Training Program, and this is just a tip of the iceberg.

TradeshowGuy Monday Morning Coffee, July 2, 2018: Mary Lou Burton

If you want to know more about the convergence of the event/tradeshow industry and the legal cannabis industry in Oregon, Washington and California, look no further than today’s interview with Mary Lou Burton. Each year Mary Lou puts on the Cannabis Collaborative Conference in Portland, drawing thousands of attendees and hundreds of exhibitors, all interested in supporting the cannabis industry in Oregon. Take a look/listen:

7 Snail Mail PreShow Marketing Pieces to Send to Prospective Tradeshow Visitors

Got a tradeshow appearance coming up, but aren’t sure how to exactly get people to come to your booth? Maybe you’re tried emailing people, or spent a lot of time leading up to the show and during the show pitching things on social media but aren’t getting great results? It doesn’t mean that you aren’t doing it right – there are a lot of reasons why things either work or don’t work – but one thing that doesn’t seem to be used a lot these days is sending out snail mail promos to get prospective tradeshow visitors to your booth.

So let’s create a list of seven items that you should consider sending out, in order, prior to the show. Keep in mind, this will cost more than email. In fact, depending on the things you send out, you might kick up a pretty noticeable budget. But for argument’s sake, let’s say you’ve got the budget and want to really get people’s attention.

A NOTE: This will take quite a bit of planning and coordination. You’ll need to sit down with a graphic artist, your product development team to know what new products will be launching, perhaps an outfit that coordinates mail promotions – lots to think through, but I think it’s worth taking a hard look at how this may unfold and get a lot of people excited to come to your booth. I mean, snail mail! Pull it off right and you’ll have a lot of folks looking forward to coming to your booth.

  1. Postcard Teaser Number One: Send this a few months, say 14 weeks prior to the show. On the postcard, do a “Save the Date!” tease, with the dates, times and location and bare bones information about the tradeshow, including your booth number. Nothing more. Just a teaser.
  2. Postcard Teaser Number Two: Send this one about 12 weeks prior to the show. Change out the “Save the Date!” verbiage with a little more information. Be sure to include the details (show, dates/times, booth number, etc.), but add some more information. If you’re launching new products, tease that. Doesn’t mean you have to give away all the information, just let people know that you have X number of new products that they’ll be among the first to know about if they come by your booth at the show.

  3. Letter: Send this about ten weeks prior to the show. It’s more than a postcard, this could be a flyer or letter that does the basics (show dates/times, booth number, new product launch, etc.), but invites them to go online and answer a 2-question survey for a chance to win something. OR…you may invite them to go online to a specially created landing page where they can sign up for an appointment with one of your representatives. The purpose of this email is for your prospect to consider making some sort of commitment to come to your booth.

  4. Postcard Invitation to Pick Up a Gift: Send this eight weeks out from show time. This is one you can have a lot of fun with, but you’ll want to be careful as well. You might approach it this way: tell your recipient that you have a limited amount of branded tumblers or some other nice special gift – but the only way to get one is to either be one of the first 100 people by the booth on day one OR they can confirm an appointment and you’ll reserve the gift for them. Work with your promotional products expert to come up with something that fits your budget and also the number of guests you suspect might be able to make that commitment, depending on the size of the show.
  5. Postcard reminding them of EVERYTHING: Send this just six weeks from the show. Tease your appearance, the new products launching, their chance to get a great prize if they book an appointment or are one of the first 100 to the booth.
  6. Postcard or Flyer: Send this a month prior to the show. if you have a new exhibit that you’re going to show off, let people know that it’s going to be special. In fact, you might send out a teaser image (3D rendering or photo-in-progress) showing off a part of the exhibit.
  7. Postcard Reminder: With just a couple of weeks to go, send out your last piece of snail mail. This could be a reminder or the various things you’ve already sent. If you’re planning to be active on social media, include mentions of all of your social media platforms and include any special hashtags that you’ll use during the show. If you’re doing a social media promotion, include that here.

This is a mere outline with a handful of suggestions. Get your creative juices flowing and figure out what items you can promote to get people to visit your booth. Maybe someone from your company is speaking or participating in a panel. Maybe you want to try some form of the “glove” promo where you send out a single glove and tell the recipient that they can get the other one if they come by the booth. There are literally thousands of things you can come up with that can be used in conjunction with an active, well-thought-out and well-executed snail mail marketing program that’s specific to your upcoming tradeshow appearance.

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