Event Management Publicity Products – Don’t Waste Your Marketing Opportunity

One all-important statistic rules high-profile events and exhibitions and that is visitor numbers. Every potential exhibitor at a major trade show wants to know that there’s a good chance that thousands of buyers are going to visit his stand. If visitor figures start to fall, so do the numbers of exhibitors and pretty soon, the whole event is in jeopardy.

Exhibition managers generally do a marvellous job in trying to recruit both exhibitors and visitors but no amount of effort will persuade certain potential visitors to attend. An absolute fortune is spent on direct mail efforts alone on each major exhibition by both the exhibition organisers and by the exhibitors themselves. Some mailers are aimed at persuading businesses to exhibit but many more event mailers are aimed at persuading business personnel to visit the show.  Maybe only one in a hundred people mailed will respond to the invite so what happens to the other 99 business contacts? And what is used as a mailer? In my many years of experience I have found the most common form of invite to be a folded leaflet or a postcard. I believe that this is a terrible waste of a direct marketing opportunity.

Even though your expectations of persuading a business contact to visit the show may not be very high, the opportunity to talk about your own business and to make a  lasting impression should not be overlooked. A leaflet or a postcard will make very little lasting impression. In fact, there is every likelihood that they will be forgotten in minutes. You might as well throw your marketing budget down the drain!

Every direct marketing opportunity should be made to work for your company. Even those who will not attend or even reply should still be given a positive vibe about your business and one relatively inexpensive way to achieve this is through pop-up mailers. A 3D shape jumping out of a custom printed mailing pack creates instant impact AND a lasting impression. They also have a high rate of retention which cannot be said for leaflets and postcards. Many shapes are available to fit all kinds of invites. A pop up cube is very versatile and can be printed to suit many event applications. The event could be quite specific such as one concerned with the housing market, so a house-shaped pop-up could be very appropriate. Christmas fayre could be the order of the day and a pop-up shaped like a Christmas decoration might work in this instance. Adding pen holes to the pop-up would transform the pop-up into a desk top pen holder, adding extra life to your invite. As a marketing professional, I’m sure that the point has hit home.

Every mailing should be viewed as a marketing opportunity for your business. Don’t waste them!