So you’ve secured your booth, arranged shipping, ordered promos, printed sales collateral and then some. Trade shows are a ton of work. So, how can you leverage being there? Make your time, effort and payment worthwhile. Trade shows are great exposure and a fun way to meet new contacts.
Many exhibitors consider the physical prep of a trade show (i.e. the materials mentioned above) but some fail to execute another important step of prep – sharing the news with prospects or important contacts.
Below, we’ve laid out a trade show nurturing campaign. Use these steps to connect with your targeted audience beforehand. Let them know when and where they can see you and what to expect at your booth.
Before the Trade Show
Email #1: Introduction Email
Timeline: 1-2 weeks before show
Key Messaging: Tell them when, where, why the should come to your booth. Entice them to register by teasing a free giveaway at your booth. Think outside of the box for this. While you may think an Ipad or high dollar item may spike interest, see how RJMetrics had more luck offering free cupcakes.
Email #2: Reminder Email
Timeline: 2-3 days before the trade show
Key messaging: Remind attendees to stop by for a visit. Reference where your booth is and provide a landmark so you’re easy to find – ex: find us on the Northside near the coffee and beverages. Highlight your free giveaway again. Provide an easy link to the online registration so all it takes is a few clicks.
At the Trade Show
Participate in the social media chatter – share photos, videos or compelling quotes from industry speakers. Engage in the conversations, use the designated hashtags and be sure to tag the association putting on the event. You could get a retweet or share, increasing your own visibility. See how we participated in Association’s North Annual Meeting and Expo here.
Post Trade Show
Email #3: Thank You
Timeline: 24 – 36 hours after show
Key messaging: Thank your attendees for stopping by. You’ll stand out from other exhibitors if you send your email within 24-36 hours and attendees will be more likely to remember you too. Reference a keynote or important insider kernel. Remind him/her of what your software does. Link to a success story that shows them how your software solved a challenge.
Showcase your giveaway winner with a photo. Let them know you’re offering another gift post-show for those who complete a specific action.
Email #4: Tips / Gift
Timeline: 7-9 days post show
Key messaging: Show the prospect how your association can help with membership growth, acquisition, recruitment with an easily digestible tip sheet or infographic email. Point them to your blog or other important resources
Quick Tip: If the prospect doesn’t open the tip sheet / infographic email, resend it using a different subject line.
Email #5: Blog Post / Longform Content
Timeline: 9 – 11 days post show
Key messaging: Write a blog post or email a recap of the event with your key takeaways. Share this post on social media. Include a link to download a piece of long form content about your services that relate to something at the trade show.
Quick Tip: If the prospect doesn’t open the email, send another email with a different subject line or try sending your message at different time.
Overall, you’ll want to aim for 8 – 10 touches. Though that may seem like a lot, it’s actually pretty normal metric when converting a prospect to a sale.