How To "Sell" Free Subscriptions
While the trade show is a one-time opportunity for generating new business, your e-mail newsletter brings your name and product in front of your potential customers all year round. A solid strategy for generating on-site e-mail newsletter subscriptions can greatly increase your tradeshow return on investment.
Get Everyone in on It
Your booth workers may each carry out different assigned roles at the event. Whether they are greeting customers, handing out freebies, or scheduling face-to-face sales conferences, they should all share one duty — encouraging visitors to sign up for the e-mail newsletter.
Before the day of the event, make sure everyone is familiar with key elements of your e-mail newsletter. This way they can easily offer positive and informative responses to comments like, "I get a lot of e-mail now. Why should I sign up for this?" Your staffer might reply, "In each month's e-mail newsletter, we include a dozen 'quick tips' to help you maximize market share in your industry. That's just one of the types of stories we run to help you increase your profits. Would you like to subscribe?"
Visual Blang
Create a large graphic to promote the newsletter. An enlarged glossy of the front page can be easily mounted on your background, or placed front and center on an easel. Keep the area neatly stocked with pens, signup forms and a container for dropping off the forms.
Keep It Simple
Many event organizers rent machines that scan attendees' badges. Ask the visitor if they would like to receive your newsletter. Then scan their badge. Organizers can provide a printout of the contact information after the event.
Remember, you always need permission to add a customer to your e-mail newsletter subscription base. But this does not have to be a lengthy process. Ask for a business card and verify that the card contains an email address. Then mark the corner of the card if they wish to subscribe.
Printed Editions
Many event attendees may be too busy to stop and sign up on the spot. Offer a printed sample of your e-mail newsletter so these prospective customers can take a look at their leisure. This version should contain all the key elements you include in your regular edition, so prospective subscribers know exactly what they will be getting each time your e-mail newsletter arrives in their mailbox. Be sure this version prominently displays easy steps for signing up for the e-mail newsletter.
Promote, Promote, Promote!
Make sure all printed material you hand out — catalogs, brochures, rate sheets, free samples — includes information inviting the attendee to sign up for your e-mail newsletter.
When you are circulating on the trade show floor, be sure to carry signup forms with you. When you visit the booths of non-competing vendors, let them see the printed version of your e-mail newsletter and invite them to sign up on the spot, or simply request their business card.
For additional ideas on how to generate more e-mail newsletter subscriptions at your next trade show, contact the experts at Proven Systems at www.ProvenSystems.com or call 800-720-5398. |
