Question

Topic: Strategy

Pre-tradeshow Conference Mailing

Posted by aaroncagen on 9/15/2009 at 12:16 PM ET 57 Points
I'm sending out a pre-show mailer to key attendees of a tradeshow my salespeople are going to attend.

Is there any standard intro or general format for the letter that is suggested?

I'm planning on sending out a letter - each with a key. Only 2 of the keys match the lock on the booth prize. Would like your thoughts on this as well.

(I made it "urgent" because I need to send out the letter this week. Thanks for your help.)
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RESPONSES

  • Posted by aaroncagen on 9/15/2009 at 1:29 PM Author
    Date: First week in Oct
    Qty: 115
  • Posted by CarolBlaha on 9/15/2009 at 2:39 PM Accepted
    I usually start my show mailers with a "Please Join Us"-- make sure you give the booth location (number) and define any new product offering and the contest. Attendees will often create a folder of where they want to go, and its not unusual for them to come in the booth, with my mailer in hand.

    But, with only 115 attendees-- do the mailer if you want, but get your salespeople on a blitz to key clients. Get them to set appointments at the booth with these key buyers. When I do a show I set mine an hour apart. They usually take less (almost always) and that gives me time to accomodate walk ins, etc. But in a 3 day show, I have 20 plus sales calls-- take that by # of reps you have and its a productive day.

    While you want traffic in your booth, more important you want results for your investment. I see at every major show the schwag hounds. I know of one that would regularly attend, a husband and wife team. He was in the biz, she wasn't-- but she'd entertain herself searching for giveaways and freebies.

    Build into your program a lead follow up system. Trade show organizers quote that 90% of all trade show leads are never followed up on. Build ahead a system that will capture those leads, and hold your salespeople accountable-- don't let anyone slip out of the funnel.
  • Posted by aaroncagen on 9/15/2009 at 2:52 PM Author
    Thanks Carol,

    There will be around 200, but we've identified 100 or so key clients.

    So something to the affect of "Please join us at booth #55 at the XX Conference on October XX. We will be giving away XX for the two lucky members whose key matches the lock".

    Then go into what we do briefly?

    I was also thinking of offering a free assessment for the first 30 attendees. What do you think?
  • Posted by CarolBlaha on 9/15/2009 at 3:23 PM Accepted
    If you do "first 30" and a guy comes in at noon and you still haven't got 30, his impression is "gee these guys are slow" (negative)

    Do a runner's up drawing for the assessments. That gives them more incentive to drop their card in the fishbowl. Capture that info and put them into the lead pool.

    Put that in your mailer, your 2nd chance drawing!
  • Posted by CarolBlaha on 9/15/2009 at 3:27 PM Accepted
    Oh, and I'd put your offering ahead of your giveaway.

    Remember to write it from the standpoint of features vs benefits.

    I like to write so they feel I will be teaching them something. And still blitz your 100 targets. Every "touch" between now and then will increase your success.

    Sell Well and Prosper tm
  • Posted by aaroncagen on 9/15/2009 at 4:22 PM Author
    Thanks.

    So first the Security Assessment THEN the sweepstakes (w/ the key) for the hidden prize?
  • Posted by CarolBlaha on 9/15/2009 at 4:23 PM Accepted
    first the description of your service

    then 1st round of giveaway, then 2nd
  • Posted by aaroncagen on 9/17/2009 at 1:16 PM Author
    Thanks. Great suggestions.

    Carol, You suggest we send the mailer AND call them prior to the show?

    Randall,

    I'd like to start the day after the tradeshow, but we exhibit at an array tradeshows of different industries.

    How would you suggest we plan for this?

    Thanks again.
  • Posted by CarolBlaha on 9/18/2009 at 9:22 AM Accepted
    Sure you can mail and call. The more touches you make the more you'll be in front of their mind when they hit that show floor.
  • Posted by aaroncagen on 9/18/2009 at 12:00 PM Author
    So the key is to follow up and keep track of all activities.

    Thanks
  • Posted by CarolBlaha on 9/20/2009 at 2:58 PM Accepted
    Definitely-- build a system so nothing slips by.

    Track every lead, track every target and find out if they said "no" -- why. Inspect what you expect.

    A typical sales rep stall is "I called twice and they didn't call me back". Maybe that is true. maybe its not. Then say, "oh, do you mind if I make a follow up call?" And you might find that lead turn warm all of a sudden.
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