Virtually every piece of face-to-face marketing wisdom contains the admonishment: You must get on the attendee’s must-see agenda. An abundance of “musts” in that statement, enough that you may well ask, “Why?”
On a show floor crowded with exhibitors and attendees who have less and less time to visit exhibits, you can’t hope that you will attract the visitors you want to see just because they happen to walk by your space. “Random” is not a workable solution.
That is why pre-show marketing is no longer optional — it is essential.
Why Pre-Show Marketing Matters More Than Ever
Trade show attendance has become a serious decision. No longer a get-out-of-town boondoggle, trade shows attract attendees looking for information, solutions, new products, and quite possibly new vendors.
Taking time from day-to-day responsibilities demands a compelling reason — one that clearly communicates value before the event begins.
And with the amount of money that it takes for your company to attend even a smallish regional show, can you seriously afford to leave connecting with important targets up to chance?
Effective pre-show marketing ensures that your most important prospects plan to visit your booth before they ever step onto the show floor.
Pre-Show Marketing Must Reflect New Corporate Realities
The pre-show agenda advice has been around for decades, certainly longer than the wide-spread use of electronic communication tools.
Once upon a time, print mailings were an important vehicle for helping attendees plan their journeys around the show floor. Companies competed to make their mailings not only attractive but distinctive. They used postcards, three-dimensional mailers and creative incentives to capture attention.
Mind you: those were the days when everyone worked in an office and shared a single corporate address.
The disappearance of office-based workforces, the growth of hybrid teams, and the expansion of large-scale events have made traditional mail-based pre-show marketing less practical and more difficult to manage.
Modern pre-show marketing requires digital-first strategies that reach attendees wherever they work.
Email: The Foundation of Pre-Show Marketing
So how do you reach attendees before they leave for the show — or as our VP Creative, Stephen Ross puts it, how do you influence their journey from curb to carpet?
The Center for Exhibition Industry Research (CEIR) consistently points to the staying power of email as an effective marketing vehicle for exhibitors. Multiple studies show that in the B2B world, email remains the preferred method for receiving communication from businesses. One study indicates 72% of respondents prefer to receive promotional content through email, compared to 17% who prefer social media.
Email remains one of the most powerful tools in pre-show marketing because it allows you to communicate directly, personally, and strategically with your target audience.
How Do You Get Your Target Market to Open Your Email?
At this point, you may be saying, “I never read all the promotional emails I get.”
And why don’t you read them?
There are many reasons — and we also explored what those are and how you can fix them.
Start paying attention to the emails you open and the ones you delete. What motivates you? What subject lines catch your attention? What messages feel relevant?
Successful pre-show marketing begins with understanding your audience’s behavior — including your own.
Heighten your awareness and learn what works for you. Remember: you are someone’s target customer!
Strengthen Your Pre-Show Marketing Strategy
Your trade show marketing plan has to reflect contemporary best practices, not those of the 90s.
If you want to build a more strategic pre-show marketing plan, download our free workbook, download our free workbook, Creative Bravery for Your Face-to-Face Marketing Program.
Are you a healthcare marketer? We have a special workbook for you that takes into account the challenges you face.
If you’d prefer to discuss your pre trade show marketing strategy directly, contact our team to start the conversation.
