Page 31 - EXHIBITION BOOK - BOOK 1 Before!_Neat

am surprised that more people don’t personalize invites because it’s a great way of making your invite
different than your competitor and the fact that other people don’t do it gives you a perfect opportunity to
make yourself different!
Tip: Do a run of personalized invites

Put your exhibition stand details on your email signature …Very often people have a direct dial number on
the bottom of their email and this is the number the client or potential client will look for when calling you
so why not put in your stand number here too! It’s a gentle reminder that they can see you at the show. I
don’t see this as much these days but maybe that’s the exact reason we should do it because nobody else
is.
Tip: Personalise your email signature

Promote your stand on the home page of your website…This sounds obvious, but you would be surprised
how many companies don’t do this. I think this is an underestimated opportunity as websites are accessed
every day and very often are left open on a desktop…you could also offer the opportunity of clicking on a
link that will put the Exhibition dates directly into their calendar on their computer. This makes it far easier
for them to remember and you could include some form of personalized invite in the comments section
when they open it.
Tip: Put your stand number on the home page of your website

Do a text reminder…This is going to be down to personal choice and this option is not going to work for
everyone. There’s still something a little personal about texting like this but this whole area of marketing is
growing exponentially so it’s worth considering. I think you must look at your relationships and the way
you currently do business to see if this is an option for you. As a means of communicating it’s growing so I
wouldn’t write it off but I’m not so sure I would go ahead and recommend it yet. Going to leave this one
with you….
Tip: Look to this as a strong direct marketing channel

Send your clients just one invitation with a note to contact you directly for more free tickets.
I have seen many companies start to use this approach and it works because it encourages engagement
before the show. People are not going to visit a show because you only sent them one invite and
realistically people like to go to Exhibitions with colleagues, so this is a good way of engaging them pre-
show. It also gives you a good opportunity to talk to them about specifically visiting your stand when they
do. I also find this can be a good way of building your database and finding out who the other key people
are in organizations. I personally would recommend this as it has many advantages.
Tip: Only Send 1 invitation initially

Do up your Exhibition Marketing Checklist (See below!)