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Maximize your tradeshow investment with email

October 02, 2008

Posted by: Kriszti Dragos in B2BOnline

The importance of tradeshows is unmistakable: your company gets to showcase its latest products and services face to face to potential customers. The mistake most companies make when preparing for tradeshows is not maximizing their marketing investment with email. 

You can reach potential attendees with email pre-show to entice interest and booth attendance and/or post-show to recap what was covered. We help our clients by researching opportunities, obtaining the best list and developing the optimal schedule to avoid cluttered times and gain the most exposure.

The key to a successful email campaign is personalization. A generic, directionless “hope you stop by our booth” message is a waste of your prospects’ time and a poor reflection on your company. Instead, offer information about your company’s products and services, summarizing how you could help the reader. Provide links were they can learn more about your solutions and services. You can also encourage readers to sign up for your newsletter with industry news and tips. And finally, KISS IT: use bullets, short sentences, bold prints, caps and images and an engaging, precise subject line. Remember, you only have a few seconds to capture interest and maximize your tradeshow investment.