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Looking for a way to maximize the ROI on your market, tradeshow, and/or corporate events? We can help! Learn actionable ways to maximize your pre- and post-show emails to drive people to your event, gather lead information, and turn those leads into paying customers. Learn how to: Maximize Your Event ROI using Email with Whereoware + our partner Atlantic Exhibits. • drive people to your event booth • gather lead information • turn those leads into paying customers.
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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 <[email protected]>
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.
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
James Morris
VP client strategy
215-674-9500 x 3154
Website: www.atlanticexhibits.com
Facebook: www.facebook.com/atlanticexhibits
Twitter: @atlantic_james
