Exhibition Stand Promotion Tip:
No.6 - Make an Impact

An integral part of pre and post-show promotional activity is a direct mail campaign.

Your direct marketing campaign needs to have a specific purpose, which will be based on your show objectives. It requires three separate mailings at planned intervals, and remember to keep your design simple but unique!

Think about what action you want the recipient to take once they receive it?
See a demonstration? Receive a gift? Participate in a competition?

There is no point doing any of this if you don't have a method for measuring the effectiveness of the campaign.

A good measuring tool is a card or questionnaire which the recipient is asked to return in order to register their interest.

Increasingly, websites are being used in conjunction with direct mail as an easy (and instant) way of logging interest after a campaign.