Email Marketing for Exhibitors
Get ready for the trade fairs in 2018
No marketing communication action works in isolation, the same goes for trade shows. So make sure you boost your investment and streamline every action in your marketing plan.
Get the return on your investment. For successful participation in international events, booking a space at the fair is only the first of several steps.
And the email marketing strategy? Well, this starts long BEFORE any event is held. Set a good strategy and accurately communicate the right message to your audience.
BUT WHY EMAIL?
During the last few years, the internet has become a crucial element in the communication and marketing strategy of any business. With the development of new strategies in the field of digital marketing, email has been assumed as an essential tool, particularly in the business world.
There are currently over 4 billion email accounts and, per minute, about 150 thousand emails are sent (Yes, 150 thousand per minute!). But in this frenzied stream of emails, how can you highlight your email and make it more appealing?
MAKE A PLAN AND STICK TO IT
1º
PLAN IT
About 3 months prior to the event, determine a plan with content that is valued by your target audience. To help build this plan, answer these questions: “what?”, “who?”, “when?” and “where?” (what do you want to say, to whom, in that moment in time and through which channels?).
2º
SHARE THE KNOWLEDGE
Within 2 months of the event, send the first email. BE CAREFUL: An invitation to visit your stand is just another email and does not bring direct benefit to the recipient, so you should create an alternative communication with rich and attractive content. It can be a guide of the city that hosts the event, some of the nearest bars or the best transports to and from the exhibition centre.
3º
THE HYPE
One month before the event, announce the high points of your participation in the trade fair (conferences, releases) or events that will take place at your stand (workshops, happy hours). Promote your presence. Stand out.
4º
SHAKE IT
2 weeks prior to the event, schedule meetings at your booth. A crowded stand attracts glances and generates interest, so make sure that yours is highly attended and that you receive the visits that really matter to your business.
5º
MAKE THE NEWS
Make the news. One week before the trade show starts, promote your business, advertise products or services. It may not be news for you, but it may be news for those who don’t know your business.
6º
INVEST IN LOYALTY
On the days that follow the event, send an email to thank the visit and renew your interest in a strong and long-term relationship. Relational marketing fits here like a glove, did you know that the cost of winning a new customer is far greater than keeping a loyal customer?
7º
KEEP THE FLAME ON
Maintaining and stimulating a business relationship will be by far the most difficult action to put into practice, since it requires dedication over an indeterminate period of time, without any guarantees of success.
This will depend on your business area, but it usually helps to maintain regular communication (monthly, quarterly, it depends on the receptivity of your target audience). Invest in content of value to your customers/prospects.
Do you want to expand your company by participating in significant international events?
We’ll take care of everything for you!
Determined to break boundaries, Bleach Global is a multinational company of exhibitions stand design and construction, with physical operations in Portugal (headquarters), Argentina, Chile, Brazil, UAE, India, USA, Mexico, China, Japan and Russia.
We specialize in coordinating and organizing the customer’s participation in events:
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design & construction of exhibition stands
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graphic design development
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analysis of relevant events to fulfil the customer’s goals
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selecting the location in the space of the event
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support for the accomplishment of the logistics and bureaucratic procedures
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follow up
WORLDWIDE EXHIBITIONS STAND DESIGN
Strive to exceed expectations by using Bleach Global as the competitive edge for your international expansion.
Focus on your business, we’ll take care of the rest!
Largo da Alegria, nº3 2430-266 Marinha Grande – Portugal (Sede) | T +351 244 023 726 | E [email protected]
