Increase Your Open Rate for Your Trade Show Email Marketing with These Tips

Trade show email marketing There about as many ways to market your company before and after a trade show, as there are different trade shows each year. But one of the most tried and true methods of getting the word out about your booth, and your company in general, is email marketing. And not only is trade show email marketing a cost-effective approach to reaching your audience, but it’s also a great way to create buzz prior to the event and re-engages leads afterward. However, not all emails are created equal. Here are some tips to keep in mind to make this strategy work for you. Quality Over Quantity As with most things in marketing the quality of your emails matters far more than how many you send. In fact, sending too many emails is likely to alienate some prospective customers altogether. Instead, think about the value you can bring to your target audience and how you can bring that value to the forefront in your emails. Consider crafting an invitation to your booth offering prospects either something tangible or of immediate worth when they come by. If you sell software, for example, your email should focus on the benefits your customers get by using your software – not the specific features it has. Here’s a trade show invitation email sample for that scenario: “Hey Lisa! We’d like to invite you to come by booth #123 at the XYZ show next week. We’ve found a way to help other product managers like you solve <this specific problem>, and want to find out if we can help you do the same.” Another piece of this puzzle is to be straightforward in your pre trade show email subject line. It’s tempting to get salesy or fancy when coming up with a compelling subject, but oftentimes it pays to be conversational and honest. Something simple like, “Let’s say hi at XYZ show!” or “We’ve got coffee waiting for you next week,” can actually be a refreshing change from the tired sales pitches attendees are used to getting. Run A/B Tests Whether you use MailChimp, Infusionsoft, Constant Contact, HubSpot, or something else, you most likely have the capability of running A/B tests automatically. This means you’ll craft two versions of the same email, and send out a test batch to a certain number of show attendees. Whichever email version gets more clicks, opens, etc. will then be sent to the remaining attendees on your list. This is a great way to try a...

Top Trade Show Booth Ideas to Attract Visitors (That Your Competitors Aren’t Doing)

Trade show booth ideas to attract visitors So, you want to get more visitors to your booth at an upcoming conference. But, you’ve tried endless trade show booth ideas in the past and have not seen much in the way of results. After all, there are only so many times you can provide comfort incentives like phone charging stations, standard giveaways, or product demonstrations – and expect prospects to come a-running. Are there any other, more creative, trade show booth ideas to attract visitors? The answer is yes! Here are some we highly recommend giving a try. 1. Appeal to Their Taste Buds. If you haven’t yet tried providing food to passers-by during a trade show, don’t discount the power of this easy way to get noticed. Not only are people often hungry when they have long days at conferences, but they also can be quickly influenced by their sense of smell. Bring in freshly baked chocolate chip cookies, soft pretzels, or an ice cream or popcorn machine – and you’re bound to have a host of new interested visitors making their way to you. 2. Put on a Scavenger Hunt. This is one of the most fun trade show booth games to attract customers. Hand out the first clue to anyone who walks by, and invite them to play along. Hide the subsequent clues around the trade show hall if you can, or if not, use your booth to host the entire hunt. Make sure there’s a prize waiting at the end, and watch as visitors get caught up in the fun. 3. Give Away Tickets to a Party or Event Following the Show, Instead of Doing a Giveaway with Products or Swag. Don’t get us wrong – we like products and swag as much as the next person. But they’re not enough anymore to get someone who is otherwise apathetic about your company to come pay you a visit. Instead, do a little research and find out if there’s a trendy game or event going on near the conference hall that night or the next night. Give away great tickets, and you’ll be sure to meet some new friendly faces who want a shot at winning them! 4. Host a Book Signing with a Thought Leader in the Industry. This, of course, requires some connections and logistics, but if you have both – it’s a win/win! Hosting a thought leader at your booth shows attendees that your company is respected in the industry and worth talking with...

Marketing Tips for Small Businesses: Take Your Marketing Strategy on the Road with Exhibit Marketing

The New Year has arrived… is it just us, or do you feel that familiar thrill of a fresh start that usually comes with it? Now is the best time to not only make new personal goals, but to also set some intentions for your business. If improving your customer reach is on your list this year, have you considered exhibiting at trade shows? marketing tips for small business There are plenty of small business trade shows out there for a variety of industries, and we have endless trade show booth ideas for small budgets and big budgets alike. There’s no reason not to consider this marketing tactic, and many reasons that it just might be the approach that takes you to the next level this year. 1. Make Connections with Important Decision-Makers. Getting through to a key decision-maker within an organization without an existing relationship can be tough. But head to a top industry trade show, and you’re likely to find the same heavy hitters you want to meet right there, in-person. Of course, you can’t guarantee they’ll all be willing to talk with you, but there’s a good chance they’ll be checking out the exhibitor booths and come across yours as they do. After all, 92 percent of tradeshow attendees come to see and learn about what’s new in products and services, so this could very well be the one time the people on your list are actually seeking out what you have to sell. 2. Makes Sales at the Event. Trade shows aren’t just good for facilitating handshakes and business card exchanges, either. If you set them up well, you can actually come home with a fresh batch of sales. One of the best marketing tips for small business exhibitors is to come to the event with plenty of product (and ways to order). It’s been said a bird in the hand is worth two in the bush, and the saying rings true at conferences too. Use attendees’ natural impulse for instant gratification, and make sure you can enable a sale if they’re ready, so they don’t walk away and forget about your company and products shortly after. 3. Reach a Large Number of People at Once. The personal connections you make at trade shows can be incredibly valuable, but there’s a lot of value that comes with being seen by a large volume of people. Even if no attendees speak with you directly (which is all but impossible), there’s a great deal of brand recognition...

Top Trade Show Trends to Stay Ahead of As You Plan For 2019

You’re planning out the rest of 2019 and thinking it’s high time to re-strategize and revamp your trade show marketing approach. The start of a new year is the perfect time to do this, and to look ahead at the events on your calendar, so you can start figuring out your plan and if there are any new trade show trends you want to try. trade show trends And whether your goal is to breathe new life into your existing trade show displays, or start from scratch and create some new ones, there are some key principles to keep in mind. Here’s what Exhibit Experts recommends. Keep Your Design Customer-Focused. First and foremost, your booth visitors want to feel comfortable and welcomed at your booth. If they’re intrigued by your signage, but can’t find a person to say hello to or a place to stand or sit, they’ll quickly move on. One trend in trade show booth designs you might consider is incorporating furniture into your space for convenient seating for visitors as you chat with them. However, keep in mind that placing furniture at the front of your booth can act as a barrier and scare off potential leads by not making them feel welcomed. So, plan the furniture or seating you use in your booth carefully and remember the goal is to make visitors feel invited and comfortable. Rethink Your Booth “Incentives.” Another trend in recent years has been to incorporate a device charging station into a booth, thinking that attendees will be drawn in by their need of a convenient place to charge their devices. While it’s a good idea in theory, results haven’t been strong. Consumers by and large aren’t taking the bait, and even if they do need to charge their iPhone, they don’t want to be pitched while doing so. If you’re considering adding this type of feature to your booth, you can absolutely do so – but then give attendees space as they use it. Also consider other incentivizes that have historically been shown to interest visitors without putting pressure on them, like dining gift certificates, samples of your products or entering them into drawings for useful, valuable gifts. Utilize Multi-Sensory Experiences. Of course, the visual appeal of your booth has to be on point, with the display design, signage, collateral, and staff all reinforcing your brand image in an aesthetically pleasing way. But humans don’t just see, we also hear, touch, taste, and smell. Tapping into multiple senses in your trade...

Tips to Keep Your Brand on Point in Your Trade Show Booth Design

There are a lot of ways to make a trade show booth design that stands out and attracts attention, but if it isn’t in line with your company branding, it won’t get you the results you want. So when you hammer out your marketing strategy, especially when it comes to trade show display ideas, the alignment-to-branding of your exhibit design should be a top priority. Here are three key tips for brainstorming trade show booth ideas for your business. Believe in trade shows Measure Twice, Cut Once Your company branding should be top of mind when you first start thinking about a specific marketing strategy for a trade show and when deciding on messaging. If not, you stand to miss the mark and order materials that don’t help you accomplish your goals. To avoid this, start by discussing your company objectives and branding with your team before beginning the design process. This way, they’re fresh in everyone’s minds. Next: Review the trade show parameters and guidelines. Even if it’s a lot of fine print and details you think you’ve read a million times, you can never undo something you designed incorrectly once it’s printed or produced. Make sure your entire trade show marketing plan (promotional material, online marketing, PR, website, social media, direct mail, e-newsletters, business cards) matches your branding, including colors, verbiage, the tone of voice, etc. Plan a pre-show briefing with your team. Everyone should be aware of the top key messages to hit upon during conversations with prospects because the staff you have at the booth are also a representation of your brand. Consistency is King Most people think of branding consistency in terms of messaging and colors, and this is absolutely part of it. But there are also more nuanced aspects of consistency to keep in mind. For one, think about the vibe you project. Is it modern? Professional? Funny? Whatever your brand personality is should be reflected in everything in your exhibit design. For example, if your brand is very upscale,  make sure everything from the lights to the tablecloths looks top-notch. When it comes to color, don’t rely on matching the hues in your logo. Use those colors, of course, but also choose complementary ones that enhance the overall feel of the whole booth. For instance, if your brand colors are sleek and simple (e.g. navy and grey), you’d want to go toward more burgundy or forest green accent colors rather than bright yellow for posters, furniture, and fabrics. The Design is in...

10 Questions to Create a Sense of Urgency With Your Trade Show Leads

No matter how much time and effort you put into your trade show marketing, and no matter how compelling your trade show exhibit is in the moment, there’s a common problem that occurs after the fact… your prospects go dark once the show is over. Even the people who stopped by and expressed a great deal of interest at the time are bound to forget the details or even an overview of all of the companies that caught their eye. Trade show leads This is why it’s imperative that your sales strategy includes an emphasis on creating a sense of urgency for your leads. Asking the right questions can compel booth visitors to take action quickly – boosting your sales growth. Here are 10 of the best questions to ask leads at your trade show booth, and why: 1. What is your company’s growth like? This question gets the person in front of you talking about themselves, which everyone likes to do. It also gives you vital information as to whether or not this company has obvious pain points, and could use your help, as well as whether they have disposable revenue and could afford your products and/or services. 2. Who are your biggest competitors? Talking about competitors can be a really helpful tool in your sales strategy. If a lead mentions their top competitors, and you realize one or two (or all) of them are your current customers, share this information! Some people are worried this could turn potential customers away, but most companies want to make sure they have every advantage their competitors do, including your products or services. If they mention their competitors and none of them are your current customers, you can also use this to say they can be the first among their peers to get the advantage of using your business as a partner. It’s a win-win question to ask. 3. Many of the people in your role that we work with are surprised by <insert fact here>. Did you know that? Ideally, you should know a lot about what your ideal customers care about. Along with that, do some research and gather some stats that pertain to their roles, and the area in which your company specializes. Look for the right time in your trade show conversations to demonstrate that you understand the person’s job, and you increase the odds of being memorable and forging a connection. 4. What’s the biggest problem you face in your job? There’s no better way to...