Category Archives: Trade Show Sponsorships

Raise Money for Charity

Raise Money for your Charity

Almost every association we work with has a charity that they support.  Associations typically will run a fund raising event during the show.  This can range from a party, to a 10K run, to a golf tournament.  The money raised during the event is important.  For events that want to raise additional money and awareness for their charities, we have an idea.give-to-charity

Pre and post show email marketing programs are designed to bring attention to an exhibitor’s booth to drive more traffic and generate more leads.  Integrating the event’s charity with this type of email program can also bring more awareness to the charity while raising additional revenue for a good cause.

It’s a simple idea.  Here are the benefits:

  1. A portion of the revenue from the pre-show exhibitor email marketing program can be donated to the charity.  This is the most obvious benefit, but not necessarily the most impactful.
  2. Probably the biggest benefit is bringing more awareness to the charity by getting the message out to all the attendees with multiple touch points.  Emails sent to attendees from exhibitors can include a small JPG that either asks for donations, or encourages participation in the show’s charity event. For the events we work with, we integrate the charity’s message into all our communications with the exhibitors as well.
  3. And lastly, exhibitors that use the program will be happy to know that a portion of their show marketing dollars are supporting a good cause.

How to Write a Top Performing Trade Show Email

EMAIL-Envelope-Image-2Over the last 3 years, we at Event Technologies have sent over 1.25 million pre and post show emails to trade show attendees on behalf of over 1,000 exhibitors.  We have learned a lot along the way, especially that sending emails to attendees requires a very different strategy from other email marketing efforts (newsletters, emails to prospects, customer relations, etc.).  We did a brief analysis of the top performing emails and the bottom performing emails and here is what we found:

Subject line

The subject line is arguably the most important part of your email.  It will often determine whether or not the recipient opens your email.  You can have the best designed email of all time, but if the recipient doesn’t open it they won’t ever see it.  What we found was pretty basic, but seemingly extremely important.  The emails that mentioned the show name in the subject far outperformed those that did not.

Pre-show:  Of the top 50 performing emails (by open rate), 44 of them mentioned the show name.  Of the bottom 50 performing emails (by open rate), only 16 of them mentioned the show name.  Pre show emails that used the show name in the subject line had an open rate of 24%.  Those that didn’t mention the show name had an open rate of 18%.

Post-show:  Of the top 50 performing emails (by open rate), 40 of them mentioned the show name.  Of the bottom 50 performing emails (by open rate), only 18 of them mentioned the show name.  Pre show emails that used the show name in the subject line had an open rate of 30%.  Those that didn’t mention the show name had an open rate of 26%.

Content

Once the email is opened, we gauge the success of an email by the click through rate.  Emails need a clear call to action and something compelling that will entice the recipient to click through to your site.  Here is an analysis of the top 50 performing emails and what they offered.

Top50Preshow

For pre-show emails, the most successful emails promote an event at the show.  Parties, hosted breakfasts, dinners, and live music.  There is always a clear call to action (Click Here to RSVP to our Event) so it makes sense that these emails perform so well.  Unfortunately, not all companies host large parties at every trade show.  If your company is not hosting any special events, we recommend you promote any new content your company has, a free giveaway in your booth, any seminars and presentations your company is involved in and/or a new product launch.  Make sure to have a clear call to action – Click here to RSVP, click to register, click to download, etc.

Top 50 Post show

Post show emails need to take a different approach.  Because the event is over, exhibitors can’t promote an event.  It’s clear that for post show emails content is king.  eBooks are popular as are whitepapers, case studies and session recaps.  If you don’t have any new content to link to, other ideas that perform well are continuing to promote a giveaway from the show, product launches and showcases, and job  postings.  Again, make sure to have a clear call to action – click to register, click to download, etc.

Conclusion

In conclusion, when constructing a trade show email make sure to mention the show name in the subject line and promote your most enticing offerings with clear calls to actions.  Additionally, mentioning that content in the subject line along with the show name will also help get your message read by the recipients.

If you would like to talk to Kevin Ehlers of Event Technologies regarding email marketing to attendees, you can contact him at kevin@event-techs.com.  To continue to read the Event Technologies Blog, click here: http://www.event-techs.com/blog/

National Grocers Association Case Study

Customer

The National Grocers Association (NGA) is the national trade association representing the retail and wholesale grocers that comprise the independent sector of the food distrNGA Show Logoibution industry.  NGA’s mission is to ensure independent, community-focused retailers and wholesalers the opportunity to succeed and better serve the consumer through its policies, advocacy, programs and services.

Event Name

The NGA Show had 2,078 attendees and 1,112 exhibiting personnel for a total attendance of 3,190.  The exposition hosted 316 exhibiting companies.

Challenge

The NGA wanted to give their exhibitors an opportunity to communicate with their attendees before and after the event.  They had offered access to the physical mailing address list (without email address) in the past, but many exhibitors were requesting access to the email list.  It was against NGA policy to share the attendee’s email addresses, so NGA was looking for a solution that would protect the attendee’s information.

NGA did not have budget to pay for this program, so the program had to break even or preferably generate revenue.  In addition, many of the NGA exhibitors would require assistance creating their emails, so there had to be an option for exhibitors to submit their content as text and images and have an email created for them.

Solution

Event Technologies created an email program incorporating all of NGA’s requirements.  The program was designed to send two emails per day over the course of 4 weeks.  However, due to an overwhelming number of exhibitors signing up for the program, we opened the schedule to send up to 5 emails per day during the final two weeks.   To keep the program on schedule and ensure exhibitor satisfaction, each exhibitor was assigned to an Event Technologies representative who worked with them to help with the creation of their email content.  About half of the emails were created with the assistance of Event Technologies using a template designed for the show.

Results

36 exhibitors (11%) participated in the email program sending a total of 47 email blasts.  Over 40,000 emails were sent with an open rate over 25%.  NGA wanted to keep the price low for their exhibitors so they opted to only slightly increase the Event Technologies fee.  They were able to generate over $2,000 running the email program.

Client Testimonial

Thank you so much for being so great to work with as we transitioned the NGA Show exhibitors to your email service as opposed to my sharing email addresses with them.  I have only heard positive things.  You were timely, responsive and flexible and I really appreciate it.  I look forward to using Event Technologies in the future and have already recommended you to a couple of associations we partner with! 

– Karen Voorhies, National Grocers Association

CEIR Data Suggests Exhibitor Retention Strategy

Trade Show FloorIf your company hosts trade shows and exhibitions, exhibitor retention is a very important part of your strategic plan. The cost of exhibitor attrition is high with estimates from Competitive Edge placing the cost for a show with 450 exhibitors and a retention rate of 75% at well over $250,000 on average. The cost goes up dramatically if the attrition rate approaches 40% as in some events or if the departing companies are the large anchor exhibitors. Whatever the show organizer can do to enhance the exhibitor retention rate will have a significant impact on the show’s bottom line. Continue reading

The Value of Event Data: Part 1

I read an article by Mike Blackman, Managing Director of Integrated Systems Events, regarding the value of an event’s registration data.  I found it very interesting and thought I would share it:

Tread carefully when considering whether to rent or sell your attendee data to third parties, says Mike Blackman, managing director of Integrated Systems Events.

“Big data.” It’s a phrase that entered into common usage a couple of years back, when it seemed the only companies seriously bucking the recession trend—at least in the Western world—were those engaged in the acquisition, processing and subsequent exploitation of customer data. Continue reading

6 Trade Show Sponsorship Ideas

SponsorshipsThere are traditional sponsorship opportunities that show organizers have been successfully using to boost their show revenue for years. These include sponsorship of badges/lanyards, show directory, banners, and signage to name a few. These avenues are not going anywhere, but as technology evolves more sponsorship opportunities present themselves. The key is finding new opportunities that benefit all stakeholders (organizers, attendees and exhibitors). Below are a few examples that have benefits to all parties involved:

1.  Apps – I was at IAEE’s Expo! Expo! show last December, and it seemed that every other booth was a company that had something to do with Apps. Apps are here to stay, and their increased use at shows is prime real estate for a sponsor. Continue reading