On the show floor, it can be hard to attract the attention of attendees. There are bright lights, lots of loud noises, and colorful distractions around every corner. So how do you compete in this environment for the attention of your target audience? It’s simple. Reach out to them before they arrive at the show floor.
How? One effective tool is personal invitations sent to your target audience weeks before the show. Preferably these are delivered in print via the US Mail, UPS, Fedex or courier, and not via electronic media. Your invitations can invite your guests to stop by your booth anytime during show hours or more specifically, you can set up a special time for them to meet you there. With carefully written and crafted invitations, your guests will walk by the bright lights, loud noises, and colorful distractions directly to your booth.
What makes an effective invitation? Create excitement based on exclusivity. Make a personal phone call after the invitation is sent to be sure it was received and to confirm their attendance. Offer a free gift or product sample to them if they show up at the appointed time. This will make them feel special and they will go out of their way to visit your booth.
If you will have presentations in your booth, be sure to include the schedule in your invitations to let your target audience know the best time for them to arrive. At presentation time, your pre-invited guests will attract an even bigger audience because attendees will take notice of your crowded booth and will naturally want to see what the fuss is about. This will lead to an increased audience for your message.
Do you want your guests to have exclusive opportunity to see your new products? Send a private invite to let them know they have a limited window of opportunity before your products are disclosed to the general public. Be sure they know this is a one-time offer and made only to them. And when they arrive at your booth, be sure they receive VIP treatment.
Yes, trade shows have bright lights, loud noises, and colorful distractions clamoring for attention. But you aren’t worried. Your invited guests will simply be walking past all the distractions because you have given them a solid reason to visit your booth. And by the way, be sure you are prepared to send a carefully written and crafted thank you card to them after the show.
We’d love to hear from you. Tell us how personal invitations worked for you at your trade shows.