This insights post is a summary of the blog post published by True Digital Communications. View the full post at: Create the Ultimate Pre- and Post-Trade Show Email Campaign.
Trade shows give companies a chance to highlight their products and put their best foot forward with a customer. These industry events give companies a chance to meet face-to-face with potential clients, show off your brand’s personality, and make connections that lead to business. Most modern tradeshows are at huge venues. That means there ae hundreds of other companies with booths, emails, and sessions competing for attention, even ahead of the show.
How do you grab attention?
The answer – A powerful trade show email marketing strategy.
However, you need to create emails that build anticipation before the event and keep the conversation alive long after everyone’s gone back to the office. Emails supporting your trade show give you a chance to:
- Get attendees excited to meet you when they are planning
- Make it easy to find your booth or know about your sessions
- Stay top of mind after the event
Event Email Strategy
There are several points during the trade show process where you can make contact with a customer, but before and after the show can be the most effective.
Before the Show
When it comes to timing, start early but not too early. You can start with a notice about a month before the show and follow up with other messages, but make sure not to oversaturate them. There are several things you will want to focus on when you are creating the message for your email.
- Location: Your pre-show emails should let people know where and when to find you
- Worth the Visit: Show them why stopping by your booth (or attending your session) is worth their time
- Connecting: Make it easy to booking a one-on-one meeting or RSVP to an event
After the Show
You should plan on sending the first follow-up email within 1–3 days after the show. Then, you can start a nurture campaign over the next couple of weeks with relevant, valuable emails.
- Say Thanks: Simply writing “Thanks for stopping by!” goes a long way. If you can mention something specific it helps to further connect.
- Share Something Valuable: Providing a resource like a whitepaper or presentation will encourage them to further engage.
- Make It Easy to Connect: Whether it’s a link to schedule a call or an invite to create an online account, guide them to the next step.
There are endless facets to the way you can create an email campaign. If you would like more details, read the full post at: Create the Ultimate Pre- and Post-Trade Show Email Campaign.
