| If you've ever spent $5,000--or more--to exhibit at a | | | | for a B-to-B mailing such as this; and a postcard, self |
| trade show and came away with half the leads--or | | | | mailer or letter will all work well. There is no use trying |
| less--that you forecast, then you know first-hand the | | | | to create a full-blown direct mail package with letter, |
| pain of wasting your money and your time at an event | | | | brochure, lift note and reply device. This specific |
| where you know you should have snagged new | | | | sub-category of event-marketing promotion requires a |
| customers or referrals. | | | | brief, well-written format with an offer appropriate to |
| Before your next show, make sure you secure the | | | | the audience. |
| pre-show attendee list. Then you can mail out a | | | | One important note: make sure you mail your piece |
| promotional offer to drive traffic to your booth. If your | | | | out first class, presort. This is no time to skimp on |
| pre-show attendee list contains emails, then by all | | | | money and mail it out standard (third) class mail. Don't |
| means send an email out, too. | | | | do it! Yes, we are huge fans of standard class mail for |
| You may have to pay for the list. A moderate | | | | general promotions: nine out of ten times standard |
| processing fee is fairly standard. But some trade | | | | class is your best direct mail option. But the timing of |
| shows try to turn the list into a profit center; they | | | | the trade-show correspondence is simply too critical. |
| charge far more than needed to cover the actual data | | | | Your standard class piece that is mailed nationally may |
| processing and administrative labor cost required to | | | | take up to three weeks to arrive in your prospects |
| put that list in your hands. These shows may charge | | | | mailbox, and that's just unacceptable for a B-to-B |
| $500 or more for their pre-show list. | | | | mailing with a time deadline like this one. |
| Even at that price, you may find it worthwhile to pay it, | | | | The cost of every piece of mail that arrives after your |
| if you are already committed to exhibiting at the show. | | | | prospect gets on the plane for the show is 100% |
| But just remember that there are usually several show | | | | wasted. |
| you can choose to exhibit at; and next year when you | | | | Above we mentioned the importance of delivering the |
| do a cost-benefits analysis of which ones you'll spend | | | | correct offer to the prospect. The next two articles |
| your marketing money on, factor in both the availability | | | | address that topic. Because, you see, there are at |
| and the cost of the pre-show attendee list into your | | | | least two different audiences out there. |
| decision-matrix. | | | | Remember: People (customers and employees) + |
| The physical make-up of the direct mail piece requires | | | | Package (your Face to the Customer) + Brand (who |
| careful consideration. Simple and direct is usually best | | | | you are) = Marketing Success. |