Tips for promoting an exhibition using direct mail.

We have worked with industry leading event and exhibition organisers for many years and in that time have learnt that one of the biggest challenges facing you as an event manager or marketing manager is undoubtably time. Time to organise, time to trouble shoot last minute problems, time to effectively communicate with not only visitors but the all important exhibitors that you need to attract to the event. Working closely with a direct marketing supplier can take that pressure away.

With past experience and timing in mind we’ve compiled our tips for the various stages of planning and managing how best to maximise your direct marketing activity to promote events and exhibitions and to ensure you’ve covered all bases and eventualities.

Exhibitor promotions.

You’ve agreed the format and purpose of the exhibition/event, so your first priority is attracting a strong selection of exhibitors to the event and keeping them informed of the plans for the exhibition format.

Some of the key activities to consider are:

  • Invites for exhibitors to send to their customers letting then know about the event. These can be printed with codes or URLs to monitor response.  The invites can be sent out in bulk or we can securely receive data files and mail to customers directly.
  • Extra push with early bird discounts – sending various direct mails such as postcards with book before offers.
  • Activity plans – floor plans, conference schedules, sent to update exhibitors or potential exhibitors with event content, showing who else is exhibiting or what stand space is still available.
  • Industry Media inserts, coded if required, printed and sent in bulk dispatches to various publication houses for insertion into industry relevant publications.

Visitor promotions.

Once you have started to fill the exhibition hall your focus then turns to attracting the right visitors to the exhibition so that your exhibitors have the relevant audience and a high foot fall. Direct mail is still an extremely effective way to reach audiences. We can personalise, print, mail and achieve postage discounts on higher volume mailings alongside your other activity of press releases, and digital comms.

The most effective forms of DM used by our customers have included:

  • Postcards
  • Self-mailers
  • Pre-show newspapers
  • Show/conference schedules

We handle direct marketing this for several clients for their global event portfolios. We can even handle your mailing returns enabling you to keep your data clean, this is good housekeeping practice and essential for GDPR.

Event build-up.

In the final months before your exhibition as well as continuing to inform exhibitors and visitors, you’ll be busy prepping materials for the big day. Here are a few things to consider including registration and badges.

Registration and badges.

Many event organisers find that mailing out a badge to those who have pre-registered is a great tool to remind those who have registered or a direct mail piece to those that haven’t yet registered for the event yet but have attended on previous years. A badge mailing is also a great opportunity to send out show previews.

We are a recognised supplier in the event industry for badges, so if you need a supplier to print delegate badges, personalised with barcodes and QR codes and coordinate with your registration company, we can help.

 

Delegate bags.

Delegate bags are a key promotional element at any event. Branded for your event they act as extra publicity and also a marketing tool to offer sponsor inserts to generate additional revenue for your show. This is something we regularly manage for our clients - taking delivery of sponsor or show branded bags, as well as the various exhibitor and sponsor inserts, which then get packed into the bags, boxed, palletised and delivered to the event via a dedicated vehicle ready for delegates to use at the event. We know how important it is that these items are delivered on time and to the correct location, to aid the smooth running of your event.

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Onsite Show Guides.

Another key item not to be forgotten in your plan. The show guide can include the schedule for the event, floor plans, sponsor adverts and promotions for future events. It is important to plan ahead for this and give the relevant contributors deadlines for artwork to be received. However we appreciate there are often last minute changes that will effect the layout, requiring a quick print turn around.

Final reminders.

Providing your data complies with the all important GDPR regulations, sending last minute electronic forms of communication such as emails or text messaging can really help to boost last minute registrations. An A5 postcard mailed out with show timings and how to get there messages can also really have a great impact on registrations and reminders to attend for those who have already registered.

Exhibition promotions

In our experience direct mail is an essential marketing tool to effectively inform and promote exhibitions and events of all shapes and sizes, to maximise both revenue and footfall.

Jude Stockley
Jude StockleyClient Services Manager
Jude is known as a legend in the trade exhibition world, the go to person for organising exhibitor mailings, visitor mailings, mailed badges, the print of onsite badges and delegate bag packs. A true marketing partner you’ll often see Jude as a visitor at your events or digging out a dress for industry awards!

Get in touch with Jude:

Jude Stockley
Jude StockleyClient Services Manager
Jude is known as a legend in the trade exhibition world, the go to person for organising exhibitor mailings, visitor mailings, mailed badges, the print of onsite badges and delegate bag packs. A true marketing partner you’ll often see Jude as a visitor at your events or digging out a dress for industry awards!

Get in touch with Jude:

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