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Use Email Marketing To Get More From Your Trade Shows

email can help your trade show marketingConnecting with potential customers, website visitors and past clients becomes easy with email marketing. Unlike any other tool, this resource allows a company to gather emails and then use that contact information to announce new products, invite people to future events and introduce upcoming developments. During every part of a convention or trade show, e-marketing can boost the results of a trade show booth.

Gain Interest Prior To The Trade Show

Leaving the advertisement of the event to the convention’s promoters does not guarantee success of your individual trade show booth. Because the promoters for the convention must focus on bringing people into the exhibition, they are not focused with the success of each business that participates.  Although it’s good to have a large crowd, people who come in the front door may or may not even see your trade show booth.  To get visitors to walk over to your booth, you must stay on top of the competition and reach out to people through email marketing.  This low-cost method will easily lure attendees to come by your booth while they are at the event.

To collect email addresses before the convention, consider having a subscription option or newsletter sign up form on your website.  When people agree to receive these notifications, take the opportunity to keep them updated about upcoming events.  Since they requested the information, they want to stay informed.  By writing friendly and short emails, you will stir up hype before the event even happens.

Gather Data During The Trade Show

Once you have built up interest and drawn people to your trade show booth, make sure to seize the opportunity to get their email address. Gathering emails from every single visitor should be a priority since not everyone who stops by knows about your company.  Because email continues to be one of the most commonly forms of communicating along with Linkedin, Twitter, Facebook, instant messages and other social media, it’s a premiere advertising tool.  When sending out newsletters, email is the best choice.

Follow Up After The Trade Show

After the convention ends and you pack up your trade show booth, follow up with prospective customers through all the email addresses you received.  E-marketing is less invasive than calling someone on the phone and it gives individuals an easy way to respond back.  In addition, emails can quickly be forwarded to managers and business owners who must approve purchases.  Contacts typically are more receptive to emails then snail mail or phone calls because they can open it at their convenience and aren’t interrupted during an important meeting. Most people don’t even see snail mail that is delivered to a workplace.  Numerous executives have their assistants sort out the solicitations before they bring them the mail.  Most likely, the intended boss never knows that you sent them anything.  Put the hard work of collecting emails at the convention to use and gain great results.  When used correctly, online marketing can be a highly effective marketing tool for any company.

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About the Author

Scott Price was President of Skyline New Jersey and is currently retired.

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