Using direct mail for your exhibition promotion
Your direct mail campaign forms an integral part of your pre-show and post-show promotional activity. Your campaign needs to have a specific purpose based on your show goals and objectives. Decide what action you want the recipient to take.
Do you want them to:
- See a demonstration?
- Receive a gift?
- Participate in a competition?
And remember to measure the effectiveness of your campaign. The best method to do this is to have recipients return something in exchange, for example, a reply card or questionnaire. An effective campaign requires three separate mailings at planned intervals – 3 – 4 weeks prior to the show, 10 – 14 days prior and finally one week prior. You can keep your design quite simple but try to differentiate it from other mailing pieces that visitors may receive.