How to Increase Exhibition Visitor Traffic through Direct Mailer
E mail marketing or Direct mail is an effective marketing tool to pull traffic to your Exhibition Stand during your trade event. While formulating the direct mail campaign you need to have clarity on action required by recipient.
• Do you want them to see demonstration of your new product or service at your exhibition stand?
• Do you want to invite them for a presentation on your new product or service?
• Do you want them to receive special discount or free offer?
• Do you want them to enter free competition at exhibition stand?
Once you have visitors on your Exhibition Stand you could assess the quality of the visitors using filtering parameters and use the database for your further marketing effort.
An effective campaign has to be planned well in advance. Keep in mind to have an action button either confirming the meeting or reply confirmation to meet with you. This will assist you to assess the interest level to do further follow up. Best piece of Direct mailer is something which always have a personal touch and plugging in a benefit without overselling your product or service. Keep in mind you need to break the clutter of direct mailers receipents will be receiving from other exhibitors as well.
Always use quality database. Show catalogue from the Exhibition organizer can be a good source. Your own database can be an excellent source for quality visitors.
- Address your mail to individual not the job title
- Address to the right person. Do proper research to find decision maker who will be there at the Exhibition stand
- Keep your message simple & short
- Use series of messages retaining the basic theme
- Strong headline or Subject line for e mailer can increase the response rate drastically.
- Use colors within your brand parameters.
- Track mails systematically and respond swiftly.
Once you have confirmed responses, devise a plan to handle the responses at your exhibition Stand. A well planned Exhibition stand Design will consider the flow of traffic within the stand.
Strokes Exhibits is a live Exhibition Design & Fabrication Company that delivers stunning Exhibition Stands from the intimate to the spectacular. Our passion, creativity and attention to detail ensure that our Exhibition stands engage, touch and inspire the event audience. Through meticulous planning and flawless delivery standards we deliver seamless Exhibition Stands with graphics for higher visitor traffic that enable clients to create ‘wow’ live communications.