Exciting direct marketing trade show promotions and giveaways will direct the attention of passers-by to your business’s trade show booth. Trade shows provide the opportunity for companies that provide direct mail lists or guide other businesses through the marketing process to meet new people within the industry and make potential clients and investors aware of the products and services they provide. By exhibiting in direct marketing trade shows, you can establish your brand name, promote your business, create leads and increase sales.

Without effective marketing strategies, people won’t be interested in your booth and, therefore, won’t come by to see what your direct marketing business has to offer. Without customers, your business won’t be able to grow. Keep the following tips in mind as you plan your direct marketing trade show marketing strategy:

1. Use industry and tradeshow magazines to spread the word about your direct marketing tradeshow participation.

2. Direct marketing tradeshow promotions provide name recognition for your business.

3. Take advantage of trade show sponsorship and advertising opportunities.

Action Steps
The best contacts and resources to help you get it done

Advertise your participation in a direct marketing tradeshow

Once you've decided to become an exhibitor at a direct marketing trade show, you should consider advertising that to the general public. Look into trade show magazine and direct marketing magazines to find out what your advertising options are. While it may be a considerable chunk out of your budget, it would be worthwhile to get attendees to come to the tradeshow and visit your direct marketing service booth.

I recommend: DMNews gives you the option to advertise in print or online. Consider advertising your products and trade show participation in DIRECT magazine.

Help people remember your business with direct marketing trade show giveaways

Many people consider promotional items part of the trade show experience. Consider giving attendees magnets, letter openers, pens or pocket Sudoku pads. These items draw potential customers to your booth because they're free and fun. Just remember that any promotional items you provide must include your business name and contact information. The whole idea is that every time attendees use their letter opener, they'll remember your business and possibly even give you a call.

I recommend: Obtain promotional products specific to the direct mail marketing industry from ePromos or Motivators. Consider using these giveaways at such events as the American Marketing Association's Marketing Research Conference.

Attract customers with direct marketing tradeshows advertising

Banners, signs and graphics are very important to drawing individuals to your booth. Additionally, you can advertise in the hosting organization's magazine or get your name out by sponsoring the direct marketing trade show event. A sponsorship typically entails purchasing print advertising or products that attendees will receive, such as lanyards for their name badges that have your business name printed all over them.

I recommend: Download the exhibitor packet for the North American Farmers’ Direct Marketing Convention to find out about sponsorship opportunities. Advertising Specialty Institute (ASI) conducts several trade shows all over the country each year. Obtain information about advertising and sponsorship opportunities for any of the shows, such as advertising in the show directory.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Create a team to handle direct marketing tradeshow follow-up tasks. Their main purpose is to contact the direct marketing trade show sales leads you acquired at the trade shows and present the sales pitch again. Also, send out email newsletters regularly to keep potential clients interested.