Using email to boost ROI at your next event - Presentation 1

DRIVING TRAFFIC TO YOUR BOOTHusing email to boost ROI at your next event

WHEREOWARE

Geek chic: building nerd smarts + style into every design,

development, + marketing project

A FEW OF OUR CLIENTS…

ATLANTIC• Atlantic is a full service, visual communications

company specializing in the design/build of trade show exhibits and corporate interiors.

• 2013 marked the 25th anniversary of serving our valued clients from our HQ outside of Washington DC and offices in Philadelphia, Baltimore and Richmond. Our production/operations center is located in Front Royal, VA.

• We are EDPA members as well as the Exhibit and Event Marketers Association.

• Atlantic has been named to the FAB50 list by Event Marketer Magazine for the past 2 years.

Setting up for success

Email best practices

Pre-event emails

Example emails

Multi-channel approach

AGENDA

SETTING UP FOR SUCCESSdoing your homework

80% of attendees know who they will

visit - prior to traveling to the show

CEIR report

76 % of businesses use email to market an event Hubspot report

For every $1 spent on email,

businesses see $40 in returnhttp://www.the-dma.org/annualreport/ANNUAL_REPORT-COMPLETE_PDF_WITH_FINANCIALS.pdf

Segment the show list by industry + business potential

Use your in-house list and show list

Partner with a non-competing company to advertise

Schedule meetings in the booth prior to the show

Use incentives wisely

DO YOUR HOMEWORK

Product demo

Asset or case study to review together

Quality giveaway or discount for select

booth visitors

Game or social tie-in to drive engagement

EXAMPLE INCENTIVES

EMAIL BEST PRACTICESlearning how to best optimize you emails

Affects open + click through:You have very little real estate to capture readers’ attentionGetting users to enable images affects open ratesCreative best practices can improve click through rates

Looks matter:Often times you are judged by your looksIf an email is all text, copy can make the differenceInboxes are jammed + cluttered, your email needs to pop

CAPTURE: WHY CREATIVE MATTERS

CONVINCE: VALUE PROPOSITION

Why should customers visit your booth instead of a competitor’s?

Some common value props:

Authority in your field

Exchange thought leadership

Product demo/exhibit

Incentive/exclusive giveaway/game

Does it have appeal + exclusivity?

Be clear and concise: what are the benefits to your customers?

CONVINCE: THE BIG THREE “S”S

Subject line

Snippet text

Sender

Sender: recognizable + trustworthySubject line: less than 50 characters, front-loaded value propSnippet text: move housekeeping items, contains the value prop, front-loaded

From: Litmus <conference@litmus.com>

Subject: Not just another email conference

CONVINCE: SUBJECT LINES

From name

25 characters

Subject line

50 characters

Snippet text

85 characters

SAMPLE SUBJECT LINES

Subject: Your invitation to the 2014 New York Venture Summit

Optimized: Save 50% - Sign up for NY Venture Summit today

SAMPLE SUBJECT LINES

Optimized: Save 10% on Off-Broadway musical hit Ordinary Days

Subject line : TM Insider: Save on musical hit Ordinary Days

Top left 300x400 pixels are most important

Does it contain your value proposition?

Can you include your CTA?

CONVINCE: THE PREVIEW PANE

CONVINCE: THE LAYOUT

Layout

CONVINCE: THE LAYOUT

S-curve

Create a good eye path

CONVINCE: THE LAYOUT

600 px

Create a good eye pathEmail should be less than 600 pixels wide

CONVINCE: THE LAYOUT

poor use of alt-text

Create a good eye pathEmail should be less than 600 pixels wideCombat image blocking

CLOSE: CTA

Single prominent CTATells the user what it will accomplishIncludes the value propLooks clickable

PRE-EVENT EMAILSbest practices

GOALS OF YOUR PRE-EVENT EMAIL

Set up a meeting / product demo at the show

Clear, compelling value proposition above the fold

Contact information / booth number

Clickable CTA

MAKE IT EASY

MAKE IT EASY

MAKE IT EASY

WE EAT OUR OWN DOG FOOD

EXAMPLESbefore and after

Clear CTA

Conveys exclusivity

Clear concise value proposition

Communicates instead of markets

Clear takeaway + minimal copy

Authority in field –personalized with photo

Move value prop support up top

Specific Call to Action, looks clickable

Clear, compelling value proposition

Clean layout with good eye path

Shortened the header to bring the valuable info up

Made the value prop clearer and more concise

Moved the call-to-action up

Move housekeeping items away from snippet text

Header image is too large

No value proposition

No call to action

Snippet text added to header Smaller header image + better

headline

Value proposition

passes the “so what” test

Call to action

Snippet text not front loaded

Call-out the value proposition

Bring pricing + discount value to top

No call to action

Font-loaded snippet textValue prop clear and concise

Clear call-to-action

Quantity value prop

ADDITIONAL IDEASmultichannel

INTEGRATE

WHEREOWARE EXAMPLE

POSTAL MAILING EMAIL PHONE FOLLOW-UP

5 days later

3 days later

ADDITIONAL OUTREACH IDEAS

Submit to be a speaker, sit on a panel, or sponsor the event

Create a game in the booth, with a cumulative leader board*

Mail well qualified attendees a two part item, requiring the attendee visit the exhibit to collect the second part

Sender – keep it relevant

Subject lines – keep it short, include value prop, front load

Snippet text – support the subject line

Using copy effectively – passes the ‘so what’ test

Highlight incentives

Use email to support multi-channel efforts

KEY TAKEAWAYS

QUESTIONS? GET IN TOUCH

Bill Haskitt

Partner + heads marketing dept.

bhaskitt@whereoware.com

703-889-1212

Website: www.whereoware.com

Twitter: @whereoware

Facebook: www.facebook.com/whereoware

Blog: www.whereoware.com/blog

James Morris

VP client strategy

jmorris@atlanticexhibits.com

215-674-9500 x 3154

Website: www.atlanticexhibits.com

Facebook: www.facebook.com/atlanticexhibits

Twitter: @atlantic_james