Pre-Promote Your Company Before Your Next Trade Show

Been to a trade show lately? Then you probably spent $5,000 (or more) to showcase your services. Plus, if it was your first-time at the show then you quite possibly flew back home with far fewer leads than you hoped for. Every seasoned salesperson knows all too intimately the agony of throwing away your hard-ea
ed cash and your already-in-short-supply time at a show where you really should have grabbed more leads or referrals.

Prior to the next trade event, ask the organizers to supply you a list of the attendees. Many shows maintain this list in either email or postal format. Contacting the potential traffic to your booth before the show is critical to successful trade show marketing.

Yes, there is often a fee for the list. A reasonable handling charge is quite common. And on occasion you'll run into a show that feels the pre-show list is a mini-profit center. These shows will gouge you a bit by charging way more than is actually needed to run a simple data file and send it to you. I have encountered shows that will charge $300, $500 or more for their list.

But if you believe in the show enough to send yourself and your employees, produce extra literature, and spend a few days at the show and in transit, then spending extra to reach the attendees is usually a sound investment. Often just one or two extra leads is worth the price you pay for the attendee list.

What to send out? I recommend a simple postcard or a self-mailer. These are easier to create and can save on mail costs if you use the postcard size. This is not the time to mail Standard Class (Third Class). I've had many well-done, really expensive mailpieces reach me, after I got home from the show. Standard Class mail can take 10 extra days or more to arrive. Mail First Class and get your message there on time.

Plus, if you are offering a free prize-draw at the booth, you can incorporate an enticing photo of the giveaway on your postcard.

Remember: People (customers and employees) + Package (your Face to the Customer) + Brand (who you are) = Marketing Success.