Increase pre-show promotions . Direct mail provides an incentive to visit the booth and helps prime the pump. The pre-show mailing list should follow a descending priority. Names from a list broker or show registration list Texas Instruments Inc. used its distributor's customer list for a recent Comdex show mailing and increased its response rate by 66 percent vs. the show registration list. The increase was measured in terms of the number of qualified leads and dollars written after the show.
Postcards are a more effective, guaranteed, quick read.
But, any mailing should include a photo or visual, as well as provide a compelling reason to visit the exhibit. Don't forget that one mailing is not enough. A minimum of three mailings is required to garner attention. Ask for more names . Identify other people with whom booth visitors will share information once they return home.