Maximizing Your Trade Show Success with Email Marketing

It's no secret that trade shows are expensive. They are often the biggest line item within the marketing budget which means it is essential you get a positive return.

Today I want to share some ideas for using email marketing as a channel to succeed at your next show.

Here's how to use email marketing to ensure you succeed at a trade show:

Build Anticipation and Drive Attendance Before the Event

1. Create a Dedicated Trade Show Email Campaign

   1. Personalized Invitations: Send a personalized email to your existing contacts or potential leads, inviting them to the trade show. Include event details (location, booth number, date, time) and explain why visiting your booth will be valuable. Personalization makes the email feel more relevant and engaging.

   2. Early Registration Offer: Offer a special incentive for those who sign up to attend the event or schedule a meeting with you ahead of time (e.g., a discount, free consultation, exclusive product demo).

2. Highlight What Attendees Can Expect

   1. Booth Activities: Promote what you will be doing at the booth, such as live product demos, giveaways, contests, or exclusive presentations.

   2. Speaker or Panel Appearances: If your team will be speaking at the event or hosting a session, include that in your email to entice potential leads to visit and learn from you.

   3. Special Promotions: Let recipients know about any trade show-specific offers or discounts that will only be available during the event. Make sure to mention it in your subject line for added attention.

3. Set Up Meeting Appointments in Advance

   1. Calendar Links: Include links to a calendar tool (like Calendly or a similar scheduling platform) that allows recipients to book a meeting time with your sales team. This can be particularly useful if you want to engage with high-value prospects at the show, ensuring that you have time set aside for them.

4. Countdown Emails

   1. A series of reminder emails as the event approaches can help keep the trade show at the top of mind for your contacts. Send reminder emails with event details, personalized invitations to visit your booth, and sneak peeks of what’s in store.

Engage Attendees at the Event

1. Event Kickoff Email

   1. Send an email on the first day of the event to let your subscribers know the event has started. Include information on what’s happening at your booth, any special offers or promotions, and encourage them to stop by.

2. Real-Time Updates

   1. If you’re doing something special at your booth, such as a live demo or a contest, send out real-time emails inviting attendees to participate. For example: “Our demo starts in 30 minutes – don’t miss out! Visit us at Booth 123 for an exclusive preview.”

3. Use Event Hashtags

   1. Include event hashtags and branded hashtags in your emails to encourage recipients to share their experience on social media.

Follow-Up, Nurture Leads, and Drive Conversions After the Event

1. Follow-Up

   1. Thank You Email: Send a thank-you email within 24–48 hours of the event. Express appreciation to attendees who visited your booth and show gratitude for their time. This also gives you the opportunity to reiterate key benefits of your products or services.

2. Meeting Recap

   1. If you had meetings or conversations with potential clients at the event, follow up with a personalized recap email, outlining the specific points you discussed, answering questions they may have had, and proposing next steps.

3. Exclusive Post-Event Offer

   1. To capitalize on the momentum from the trade show, send out exclusive, time-sensitive offers to attendees who interacted with your brand. You could provide a discount, free trial, or an additional resource (e.g., an eBook or whitepaper) to help convert them into customers.

How are you using email marketing to drive engagement with your brand at trade shows?