Forget about empty booth space at your next conference. You'll be scrambling to find extra room for more exhibitors--or turning late ones away--when you try these can't miss ideas.
1.
Personally invite past exhibitors to return
Send a personalized letter to every past exhibitor, reminding them how
successful last year's show was, and encouraging
them to be part of it again this year. Send the letter a few weeks before
the prospectus--that way they'll be watching for your package.
2. Add a new incentive for early contracts
Recognize the first 25 exhibitors by putting their logos on the first
attendee mailing; give early birds an exclusive, desirable perk (like
a free list of early-bird attendees); or--better yet--create an attractive
package of early-bird benefits.
3. Create a special piece for new prospects
They need to be shown whythey should exhibit. It can be a simple
fact sheet, or a glossy brochure, as long as it paints a clear picture
of your attendees and their buying power.
4. Use a newsletter to build excitement about the show
Mail it just to exhibitors and strong prospects--every month or six
weeks. Focus on the contacts they'll make at the conference. It's also
a good way to build interest in add-ons like sponsorships or program
book advertising.
5. Consider a "look who's coming" mailer
No one wants to stand back while competitors scoop up new business!
When you've signed up key exhibitors in your most important product
categories, sent out a flyer featuring your exhibitor list.
6. Send hold-outs a package via second-day mail
Everyone opens overnight packages. Use them to reach your best prospects--hold-outs
from last year. Include a personal letter from your president urging
them to attend. (Be sure to use second-day air...you get the impact
of overnight packages at a fraction of the cost.)
7. Add a "booths are selling fast" last-chance mailing
Many prospects hesitate to commit far in advance. They may pass on your
first mailing, then forget or assume it's too late to get a good booth.
Another mailing can help change those procrastinators into exhibitors.
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To learn about how O'Connell Meier can generate bright ideas and boost sales for your orgainzation, give Rich Meier a call at 703.739.2266 or send us an e-mail. For a preview of the sales-boosting techniques we use, visit the association section of our bright idea generator. And for an overview of our company, our experience, and our creative and marketing services visit the About OM section. |
