Now that you have your email list refined and narrowed down for the event, what are the options for attention-grabbing, thoughtful, personalized outreach?
We also want to mention that these ideas are relevant for both in-person and online events, including hybrid events. Having outreach tactics to reach audiences in the spaces they are in is key:
1. Build hype
If your brand plans to launch a new product or service at an upcoming trade show, create emails or use your virtual environment to build hype for the launch.
Send prospects an email, or better yet — a piece of magic mail (this is a mailer that gets attention, not just a boring white envelope!) — to invite them for an exclusive sneak peek of the product in your booth and/or your virtual environment.
Treat customers and prospects to a teaser video or graphic animation to give them a glimpse of what they can expect to see at the live event. If your client or prospect is truly interested in this product, then they will certainly make the time to visit your booth.
2. Book meetings and demos
If one of your trade show marketing goals is for clients and prospects to book a meeting or a demo with the event staff, get started prior to the event. At the completion of the teaser video, or mini-education session you created to build hype and intrigue, you can prompt users to book time with your team during the trade show by using scheduling software such as Calendly.
Add a little incentive for your prospects by having them download a coupon to be redeemed at the meeting or demo.
3. Make it personal
People are much more receptive to email and digital marketing tactics when the messaging feels personalized to them. Luckily, most martech products allow for the personalization of mass emails, which is a great tool for event marketers.
For top-tier clients and prospects, stand out in their inbox with a personalized video talking about the upcoming event and what you’d love to share exclusively with them. For this application, we recommend Vidyard.