| Mailing a compelling offer to a pre-show attendee list is | | | | can be a very powerful technique. |
| a technique top-caliber trade-show exhibitors use prior | | | | Depending on what product or service you market, |
| to attending any show. | | | | you may be able to offer a giveaway that is very |
| Before you write one word of your offer, you need to: | | | | useful for your target audience. If you sell to graphic |
| - Define your goals | | | | artists, a chance to win $1,000 worth of software for |
| - Identify your audience | | | | their own personal use may just bring prospects to |
| Generally, your audience will fall into two categories: | | | | you in droves. A set of $1,000 golf-clubs, targeting the |
| decision-makers and referrers. You can market to | | | | same audience, may only supply you with hang-abouts |
| both effectively--and achieve profits from both--but | | | | and actually fewer of your desired candidates. |
| you must alter your targeting techniques for each of | | | | If your group of decision-makers is more generic, then |
| these audiences. | | | | the appropriate choice for the chance to win may be |
| Let's examine how to attract the decision-makers. | | | | the chance at the golf clubs or the vacation getaway |
| The first step is to sort your pre-show mailing list by | | | | for two. |
| title, and only mail to those titles that are most likely to | | | | Remember, offering something for free is the key |
| be decision-makers. There is no hard-and-fast rule for | | | | here. It must be free, regardless of the offer. You'll |
| what that magic title will be; it depends on your | | | | want to use that word free prominently in your offer |
| business. Don't let somebody in the back office or a | | | | copy. |
| rookie salesperson merely mail to all the CEO's; they | | | | The guaranteed gift is really a much stronger B-to-B |
| may not even visit the exhibit hall! You need to | | | | pull, and so although you will get less response from |
| oversee this process yourself. This is where it is | | | | this, you will find more qualified prospects. Here you |
| important to set a budget and stick to it. A large trade | | | | need to offer your decision-maker a gift that is related |
| show might have 5,000 or more attendees; your | | | | to your product, and promotes your unique solution to |
| candidates might number at most 1,000 of these. By | | | | her problem. Check to see that your offer involves the |
| culling through the pre-show list by title, you greatly | | | | following: |
| improve your odds of finding the right person. | | | | - What she will receive (for free). |
| Plus, you reduce the number of people swinging by | | | | - What she needs to do. |
| your booth that are no more than tire-kickers at best. | | | | - How long she'll be at your booth--5-10 minutes is |
| Next, make sure you promote something for free, in | | | | about right. |
| your campaign. This is the heart of your offer. | | | | - The names of one or two salespeople for her to talk |
| Remember, right now we are discussing what to offer | | | | to at your booth. Even if you have ten, this personal |
| the decision-makers. There are two broad types of | | | | touch makes the invitation more appealing and |
| offers: First, a chance to win a physical product or a | | | | increases the likelihood of your prospecting stopping |
| premium (like a set of golf clubs), via a drawing; | | | | by. |
| Second, a guaranteed gift in exchange for the | | | | - Your booth number--yes, exhibitors sometimes forget |
| person's time. | | | | this important tidbit. |
| Which of these two offers is better to attract your | | | | If you are casting a wider net and want to attract |
| decision-maker? It depends on your staff, your product | | | | referrers as well as decision makers, different |
| or service, and the nature of traffic at your show. | | | | techniques are required. We'll cover those in our third |
| The chance to win is a bit easier on staff, will generally | | | | article on how to pre-promote your trade show. |
| secure you more booth traffic, but will also almost | | | | Remember: People (customers and employees) + |
| guarantee you more tire-kickers. If you are willing to | | | | Package (your Face to the Customer) + Brand (who |
| wade through and pre-qualify a greater number of | | | | you are) = Marketing Success. |
| prospects either at show-site or post-show, then this | | | | |