COOL TIP OF THE WEEK
"Cool Tips of the Week" archived from 5/28/2008 email, which is a weekly email sent by Steve Miller to IMTS Exhibitors with quick tips, ideas, examples, advice, and just plain old good information on making the best of your IMTS Experience.
PRE-SHOW PROMOTION
Preshow Promotions & Communications #2
Last week I started discussing the importance of preshow communications.
In one of my points I said to think about doing MULTIPLE communications with your top targets. This is an important part of a successful preshow plan.
MOST exhibitors who do use preshow will only do ONE type of communication -- one postcard, or one email, or one direct mail piece, or one phone call -- and leave it at that. The problem is that one piece can easily get overlooked, ignored, lost, or forgotten.
The most successful programs utilize MULTIPLE contacts. In addition, they also utilize more than one type of media. So, for example, you might plan a campaign that includes a postcard, a personal letter, a telephone call, and an email -- each spaced about a week apart.
Yes, it's more work, but by using frequency and variety, you multiply the odds of getting noticed, remembered, and on their agenda.
CONNECTING GLOBAL TECHNOLOGY
International Manufacturing Technology Show: September 8-13, 2008 McCormick Place Chicago, IL
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