4 min
By Amy Silberman
Trade shows are a great opportunity for your company to gain new leads, promote new products, or increase your visibility and reputation with your existing customers. However, trade shows can also be costly and sometimes do not provide a significant return on the investment put into them. One of the best ways to ensure you are getting the most out of a trade show is to take the time to create an email campaign. Here are our recommended timeline, assets and deliverables needed to run a solid email campaign to support your sales team.
Trade Show Schedule
| Date | Deliverable |
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-1.5 months before trade show |
Homepage banner
Client Information Needed:
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-1.5 months before trade show |
Trade Show Landing Page Brief explanation of the trade show, all details about the show, who will be attending, if there will be any demos, reference any tools that will be given to attendees, and include link to trade show registration form. Client Information Needed:
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-1.5 months before trade show |
Announcement Email 1.5 months before the trade show for interested parties (top customers, contacts who have attended trade shows in the past, etc.) Client Information Needed:
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-1 Month before trade show |
Pre-Trade Show Reminder Emails A set of reminder emails with the following schedule:
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|
During trade show |
Post Trade Show Thank You Emails
Client Information Needed:
#2: Day after trade show ends, link to Post Trade Show landing Page #3: One week after trade show ends, drip campaign to highlighted products #4: Three weeks after trade show ends, drip campaign to highlighted products |
|
Day after trade show ends |
Post Trade Show Landing Page / Blog Included in email #2, page that summarizes any relevant trade show content (new product announcements, demo videos, etc.)
Client Information Needed:
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One final thought: To run a successful trade show campaign, it is critical that your sales team takes multiple pictures of the:
- Booth
- Sales team group photo (booth, outside of convention center)
- Sales team talking with clients / prospects
- Products
This will allow you and your marketing team to use highly relevant pictures that resonate with the email readers.
By planning and executing an email campaign for your company’s trade show, you complement your sales team's efforts by reinforcing the messaging around your products and services and keep your prospects and customers engaged with your brand.
