Get The Best Prospects To Your Booth by Using Pre-Show “Involvement” Mailings
Before the show, send out a letter or card inviting your best prospects to visit your exhibit and to bring the letter they received to obtain a gift. Such mailings have a higher rate of return compared to standard direct mail. With this technique you can expect a 10% to 30% redemption rate depending on the quality of the mailing list and the incentive. The advantages are you’re attracting the right prospects before the show, and letting them know they are special. Plus, once at the show, you know immediately they are qualified prospects.
Remember, Involvement mailings always include something a prospect must bring to your booth to receive a reward. This “something” might be:
• a coupon for a free promotional product or sample
• a letter entitling the visitor to a useful gift to be used while at the show, such as an area map, a local restaurant guide or a Starbucks coffee card
• a simple survey/questionnaire in exchange for a gift or discount coupon
The Extra “Promotional Power” of Companion Ad Specialty Mailings
An even more effective method of generating exhibit traffic is the combination pre-show and at-show promotion using companion ad specialties. The companion technique — mailing an ad specialty (for example, a coffee mug coaster) before the show and inviting registrants to pick up a companion item (a matching coffee mug) at the booth — is more effective than a pre-show and at-show combination using unrelated ad specialties. The companion technique is also significantly more effective than a single ad specialty which registrants are invited to pick up at the booth.
Other examples of companion gifts that can be used in trade show promotions include:
Step 1 (mail to prospect) Step 2 (pick up at show)
Battery..........................................Flashlight
Ink Refill........................................Pen
Half of writing set........................Other half
Tool...............................................Tool kit
Strap.............................................Laminated name tag
Instruction booklet.....................Electronic device
Watchband..................................Watch
Embroidered cap........................Matching jacket
Always make sure the quality of what you are giving is of high enough appeal and perceived value to be motivational.
These two-part give-aways tend to cost more, but they generally are offered to fewer, but more qualified prospects. According to a McGraw-Hill study, getting an order takes an average of 5 sales calls, costing about $200 each. Spending $25 to $50 on a gift to get a top prospect into your exhibit booth can make a lot of sense.
