Thursday, August 28, 2014

How to Use Direct Mail to Rev Trade Show Marketing

With direct mail accounting for 30% of trade show attendees' ad spending, snail mail is still essential to show marketing even in this increasingly digital world, points out Charles Dugan in a recent Trade Show News Network post. Based on his experience as owner of a trade show display firm, Dugan offers some good tips on direct mail tactics. Starting with the basics, he advises planning at least two campaigns: an early awareness mailing to get planners to put the show on their calendars and then a follow-up mailing closer to the show with exciting materials and attendance incentives. Then cut costs and boost response with targeting, both geographic and demographic. Use available mailing list data to personalize, ranging from gender all the way to ethnicity or specific hobbies. Offer incentives for attendance, with the inclusion of complementary tickets for example. Take advantage of direct mail's unique physicality to make a dimensional package that's fun and enticing, boosting open rates and response. And integrate snail mail with digital, via QR codes for example. QR codes can be used to promote access to exciting website materials, including videos, or something as simple as an online RSVP. For more, see the article at http://www.tsnn.com/news-blogs/why-direct-mail-should-still-be-your-trade-show-marketing-plans

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