Email Tips To Drive Results for Your Exhibitors
Pre-Event Email Strategies
1. Objectives and Metrics
Before diving into your email strategies, it's crucial to identify one or two main objectives for the trade show. These could range from maximizing new leads to training or up-selling. Clearly defining your objectives will help you tailor your email campaigns to meet these goals effectively. Additionally, establish metrics to measure the success of your efforts. Metrics such as the number of new leads generated, engagement rates, and booth visits can provide valuable insights into the effectiveness of your strategies.
By setting clear objectives and metrics, you can create a focused and measurable approach to your email campaigns. This will not only help in achieving your goals but also in refining your strategies for future events. Remember, what gets measured gets managed, so ensure you have the right tools and processes in place to track your success.
2. Pre-Event Content Strategy
Launching a robust content strategy before the show is essential to attract visitors and build anticipation. Start by sending email teasers about what will be announced or demonstrated at the event. This can pique the interest of potential attendees and encourage them to visit your booth. Additionally, write blogs on trending topics related to the show and publish video excerpts of special speakers. These content pieces can be shared via email to keep your audience engaged and informed.
Promote free downloadable materials that educate your audience on the solutions you propose. This not only adds value but also positions your company as a thought leader in the industry. A well-executed pre-event content strategy can significantly boost your booth traffic and overall event success.
3. Registered Attendee Email Campaign
Utilize the list of registrants to target specific personas before the show. Start with an email containing interesting and relevant content to capture their attention. Follow up with an email directly promoting your booth presence, emphasizing the benefits for booth visitors. Highlight any special demonstrations, product launches, or exclusive offers that will be available at your booth.
Include an incentive offer for qualified prospects who visit your booth. This could be a special discount, a free gift, or an entry into a prize draw. Such incentives can significantly increase booth traffic and engagement, helping you achieve your event objectives.
During-Event Email Strategies
1. Real-Time Social Activity
During the event, leverage real-time social activity to keep your audience engaged. Send out emails highlighting live updates, special sessions, and key moments from the event. Encourage attendees to share their experiences on social media using a specific hashtag. This not only increases your event's visibility but also creates a sense of community among attendees.
Real-time social activity can also be used to drive traffic to your booth. Share photos, videos, and testimonials from your booth to showcase the excitement and value of visiting. This can entice more attendees to stop by and engage with your team.
2. Daily Digests
Sending daily digests during the event can keep your audience informed and engaged. These emails can include highlights from the day's sessions, key takeaways, and upcoming events. This helps attendees stay on top of important information and ensures they don't miss out on valuable opportunities.
Daily digests can also be used to promote your booth and any special activities or offers you have planned. By keeping your audience informed and engaged, you can maximize your event's impact and drive more traffic to your booth.
3. Booth Staff Engagement
Engage your booth staff in your email strategies to ensure a cohesive and effective approach. Provide them with talking points and key messages to share with attendees. This ensures that your team is aligned and can effectively communicate your value proposition to visitors.
Encourage your booth staff to collect email addresses and follow up with personalized messages. This can help build relationships and keep the conversation going after the event. By involving your booth staff in your email strategies, you can create a more personalized and impactful experience for attendees.
Post-Event Email Strategies
1. Personalized Follow-Ups
After the event, personalized follow-ups are crucial to maintaining the momentum and converting leads into customers. Send personalized emails to attendees, thanking them for visiting your booth and highlighting key takeaways from your conversations. This shows that you value their time and are genuinely interested in their needs.
Include relevant content and offers based on their interests and interactions at the event. This can help keep the conversation going and move them further down the sales funnel. Personalized follow-ups can significantly increase your chances of converting leads into customers.
2. Gratitude & Re-engagement
Expressing gratitude and re-engaging with attendees is essential for building long-term relationships. Send a thank-you email to all attendees, expressing your appreciation for their time and interest. This simple gesture can go a long way in building goodwill and trust.
Include a call-to-action to re-engage with your brand, such as subscribing to your newsletter, following you on social media, or scheduling a follow-up meeting. This keeps your brand top-of-mind and encourages ongoing engagement.
3. Lead Conversion & Sales
The ultimate goal of your post-event email strategies is to convert leads into sales. Send targeted emails to qualified leads, highlighting the benefits of your products or services and addressing any pain points they may have. Include case studies, testimonials, and other social proof to build credibility and trust.
Offer special promotions or discounts to incentivize leads to take the next step. This can help create a sense of urgency and drive conversions. By focusing on lead conversion and sales, you can maximize the return on your event investment and achieve your business objectives.
