The Follow-up That Keeps on Going!
Trade shows are the place for buyers and sellers to meet. There the prospective client can see, touch, hear and experience products. The next step is to follow up, keep the product on the client's mind and maintain contact.
E-mail newsletters provide long-distance, cost effective, regular contact with customers and prospects long after the last trade show has ended. E-mail newsletters keep you and your product at the forefront of the customers' minds. They build brand awareness, educate the consumer and provide ongoing communication, all in one package.
The following steps will help you build your subscription lists at a trade show or other promotional event.
Before the Show
Obtain a list of participants from the organizer or find last year's list.
- Send a trackable email flyer inviting them to stop by your booth.
- Mention special promotions, contests or freebies you'll be offering. Remember, by simply attending the show, attendees are demonstrating an interest in your product or product category — you couldn't ask for a better list of prospective customers.
Use your e-mail newsletter to generate buzz in advance of the event.
- In the e-mail newsletter that is distributed prior to the trade show, let your customers and prospects know you'll be attending. Include the booth number so they can locate you.
- Take this opportunity to promote presentations, new product announcements and other event-related activities.
- Include a schedule of the times particular sales reps or company officers will be on hand to meet visitors. Make a special point of inviting current customers to stop by the booth to say hello.
At the Event
Make it a top priority to gather new subscribers to your e-mail newsletter.
Be sure you are asking permission and collecting accurate information.
Make the most of your positive image.
You spent time and money to have a presence at a trade show. This positive impression increases the chance they will show some interest in your product or service. But you've got to reach out and invite them to subscribe!
Follow Up
Immediately after the show, update your subscriber list and send the new subscribers the current issue of your e-mail newsletter. Don't wait until the next issue is published to get your message out to them.
For more ideas to capitalize on your current marketing efforts visit www.ProvenSystems.com or call 800-720-5398. |