If you do trade show marketing, here’s a story of how to make it dramatically more profitable.
One of our successful relationship building campaigns was conducted on behalf of Velocity Trade. Designed to target attendees of a trade show, direct response communications were scheduled to arrive, as usual, both before and after the trade show. (Most conferences allow for pre-requested magalogs, which can be a powerful tool in generating traffic to your booth. Post-show magalogs should use a conversion series. For more information, call me at 310-212-5727.
However, the element that helped make the most lasting impression was the thank you email sent the very same day customers actually visited the booth! The positive impact of this aspect of the campaign was astonishing, with customers actually calling the client just to report how impressed they were by the fast response!
Why did customers respond so dramatically to our quick communication? Because it made the transaction feel personal. Rather than just another faceless nobody who stopped in at the booth, the customer now knew that the client was paying close attention to him, and valued his business.
Most importantly, the email’s carefully written direct response copy reinforced the company’s Unique Selling Proposition. For more information, call me at 310-212-5727.
If you want customers to feel valued by you, too, take the time to let them know you’re thinking of them. They will reward you by continuing to bring you their business.
If you’d like help in putting together a trade show campaign, call me to discuss how we can help you.