Direct Mail Still Matters for Trade Shows

Posted by Bill Barrett in Planning, Tips, Trends

Companies can be easily distracted when trying to keep up with the latest digital trends. However, some trade show marketing pieces still have their place in print form. Direct mail can be expensive and is typically the first thing eliminated from a limited marketing budget. You can reduce direct mail expenses with proactive planning and a targeted marketing strategy.

According to Charles Dugan’s article, “Why Direct Mail Should Still be in your Trade Show Marketing Plans,” “Direct mail is still one of the most-used methods for trade show outreach, accounting for an average of 30 percent of trade show attendees’ ad spend.” Direct mail is an effective marketing tool when used properly. Charles provides a list of 8 ways companies can get the most out of direct mail.

Campaigns. Plan two campaigns for your upcoming trade show. One campaign should be at least six months in advance to reach attendees who plan far in advance. The other should be within a month of the event to reach those who wait until the last minute to decide if they are going to go. Both campaigns should be leveraged to build excitement and anticipation for your trade show.

Geo-targeting. Target specific demographic groups by analyzing your customer data effectively. Save money by only sending mail only to your “best fit” audience.

Personalization. Advanced technology has made it much easier and less expensive to create different variations of direct mail campaign. You can personalize content and print smaller quantities for each targets direct mail piece.

Engage. Get creative with different textures to capture the interest of your target audience. Creating a unique direct mail will help make your brand more memorable.

Freebies. Trade shows registration fees add up quickly. Send out a small number of complimentary tickets to generate buzz about your brand.

Sneak Peaks. Give your audience the exclusive opportunity to find out about new products before the trade show. Include a reusable item such as a USB thumb drive for sneak peak videos and images.

QR codes can be used to drive users to your website for a free download. QR codes are a great way to track how many users visit your websites. You can also use QR codes to collect registration information for your next event.

Track results. Record your leads and collect as much personal information as you can. Create a database that includes response rates, campaign performance, and any other details about your direct mail campaign. Use your campaign results to improve your targeting efforts for your next campaign.

Read the full article.