Pre-Show Promotions as an Equalizer
Prospects cannot see your booth size based on your pre-show mailer. In this area, everyone is equal. Effective pre-show promotions are the ultimate equalizer. The key word there is effective.
Too often pre-show promotions are planned and executed prior to a trade show without asking the most important question very early on in the process: How will results be measured? If you don’t address this right away, how do you know if you are winning or losing?
Also to be considered very early on: it is almost always more effective to include an offer with a promotion. However, you must remember to tailor your promotion around your audience. You can also use postcards and mailers as lead-collection vehicles. By using a direct mail piece that can be mailed or faxed back you can increase your ROI by collecting responses from non-attending prospects who are interested in your particular products and services.
Planning your pre-show promotions well ahead of your next trade show will save you considerable time and money.
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