Integrating Email and Trade Show Marketing

Whether you’re selling to buyers pulling together merchandise for next season or individual shoppers looking to purchase today, trade shows can be an invaluable channel for building your brand and sales.

A good place to start a search for the best places to promote your merchandise and network without having to worry about expensive travel costs is your local chamber of commerce. For trade shows beyond your neighborhood, The Trade Show News Network offers free searching of its database of more than 19,500 trade shows, exhibitions, public events and conferences.

Keep in mind that the people you meet along the way are the same people you’ll want to cultivate a professional relationship with over time. An email marketing program is a great way to keep your merchandise top of mind with your new acquaintances. If you don’t have one already, look for a service that has a comprehensive library of templates and an automatic personalization tool for your contact details.

You won’t be the only business sending out emails to promote your booth, so be sure to include an intriguing call to action in your subject line. Don’t use words such as “free,” “limited time offer” or “amazing” in your subject line, however, as these are red flags for spam filters and will cause your unopened email to go directly into the trash folder.

When at the event, take notes on everyone you speak with and update your email contact list during breaks. By segmenting your list into the following three categories you can send effective follow-up emails:

1. For passersby who simply stopped to pick up something for free, send an email to thank them for visiting your booth and include an invitation to opt into your e-newsletter. If they connect in this way, take a closer look to see if they’re a competitor or someone you mislabeled. If it's the latter, resegment the contact by adding them to your lead-nurturing list.

2. For people who took time to engage, follow up with a personalized thank-you note. Make sure to include information about the product(s) they were drawn to, and maybe even a coupon. Continue to cultivate your relationship with these prospects by sharing new product information, customer reviews and special offers specific to their interests.

3. Finally, for those with whom you network with at the event’s social gatherings, a less generic touch program is appropriate. While you still want to include them in your lead-nurturing program, a follow-up phone call and an invitation to a private event for your best customers is always a good way to take the relationship to the next level.

Typically you’re away at trade shows for a day or more, leaving you with a lot to catch up on when you return. Therefore, try to get your email campaign written before the event. Then when you return, you only need to fine-tune your email lists and tweak your introduction (if something notable happened at the show).

Melanie Attia is the product marketing manager for Campaigner Email Marketing. Melanie can be reached at mattia@protus.com.