Advent Blog

Isn't it great when you get an invitation in the mail for a chance to win a 50" Plasma television if you stop by a trade show booth?  Sure it is….but is it really the best way to market to trade show attendees?

Many companies seem to overlook the importance of qualified leads and focus on getting a large amount of trade show traffic in their booth space. The problem with this tactic is that probably 90 to 95% of the traffic generated by a mass mailer "give-a-way" promotion is NOT a qualified lead.  So at the end of the day what are you really accomplishing?

Let me suggest an alternitve way to approach targeting potential customers by telling you a quick story.  

A marketing executive decided they were only going to target a very select group at the next trade show they attended.  So, they purchased the pre-show registration list from the show and chose to target just 200 of the 5,000 attendees. They sent out a high-end invitation that asked the attendees to stop by the booth to pick-up a free $500 ink pen!  Wow, what a treat! And it worked. They had over a 50% response rate to the promotion. They spent as much money on 200 attendees as you would to market the entire list, but by closing one of these deals they would pay for the entire promotion.  I'll just say they closed more than one deal:).

Remember:  Quality over Quantity….it works!