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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.

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