Exhibiting in a trade show requires a large investment of time and resources. However, approximately 2/3 of exhibitors attend a trade show with no plan. They set up the booth with their representatives, literature, and giveaways and then cross their fingers. Studies show that 75% of booth visits are planned in advance by the attendee. Since the booth visits are a key to the success of your trade show exhibit, you need to invite attendees to visit your booth before the show.

The very least you should do is invite your customers to stop by your booth. A simple post card with an inviting message is an inexpensive way to start generating interest in your booth. This card should include your logo, booth #, and perhaps a teaser of what they will see at the show.

Other examples of pre-show mailings are ones that include a free gift, and/or a postcard that can be redeemed at the show for a free gift. Research shows that there is an increase in traffic when a promotional item is given at the trade show booth, and an even larger increase is seen when a companion gift is sent with a pre show mailing, i.e. a coaster and mug.

Companion gifts work best in a business to business trade show setting. When sending a promotional product as a pre-show contact, make sure it has your logo, contact information and booth number on it. Consider including an executive summary of your company with the trade show mailing as well.

Retention of the message you are promoting at your booth starts with the pre-show mailing. Statistics show that the recall rate on a dimensional direct mailing is 80%, while flat direct mailings rate much lower at 10%. Promotional products continually rank as one of the top forms of advertising media when it comes to recall and retention rates. Even if a segment of your audience does not attend the show or the booth, at the very least they have your brand and message in their hands.

Remember that pre-show mailings and invites should be sent out 2-3 weeks prior to actual event. Measure the response to your pre-show marketing by tracking those who show up, call for more information, or redeem their gift at the booth.

For more information on trade show marketing, contact your Newton Representative.