Know-How Exchange : Customer Behavior

Hi Cathy, I would recommend sending out a 3-part mailing (beginning approx. 6 weeks before the show). Tie it to an interactive demonstration and/or incentive that is going to occur in your booth. The first mailer could give a little glimpse into the interactive demonstration/incentive, referencing to watch for the second mailing the week of....

The second mailer would be a continuation of the first mailer that could include a brief questionaire about your company/products. If they fill out this info. and bring it to your booth, they get/qualify for_____________. In the second mailer, tell them to watch for their invitation the week of ....

The third mailer could be an invitation inviting them to participate in __________ demonstration/activity. The trade show attendees are going to get pre-show invites from a lot of companies. If you take a multiple mailing approach, the people you mail to will remember your company more so over other companies that just do a single mailing.

If you're able to have an interactive demonstration in your booth that attendees can participate in and win prizes, you'll have a higher chance of getting a better response. Ideally, you would want to tie this demonstration to your products.

You can send the pre-show mailers to existing customers, prospects, industry association members, the media that covers your industry, and purchased mailing lists (i.e. previous year's trade show, key decision makers of your type of products, etc.). Hope this helps.