Convention organizers need to realize that trade show printing is not limited to show dailies and brochures. Because of the economy, convention attendees have higher expectations than ever. Every trip to a convention has to be justified and vetted and it’s difficult for attendees to do this when convention organizers have little to offer in way of customized services.
This is why it is necessary for organizers and exhibitors to take extra steps to prove that attending trade shows is more than a luxury. In 2021 the best way to do this is to include direct mail campaigns in all aspects of the convention.
Moving Beyond Generic Postcard Mailers
It’s not uncommon for large organizations to use personalized mailings for the initial announcements and postcard mailers to a convention. This is a basic level of service and can sometimes be done in house. But the mailings are often generic and it is easy to see that they aren’t really personalized.
Show organizers and exhibitors should work with a commercial printer that can create multi-styled campaigns based on the interests and prior activities of trade show attendees. For example, more personalized mailers should include information that is specific to the attendee’s industry, location, and job responsibilities.
Custom Direct Mail Campaigns
Organizers need to prove that attending the show will be worthwhile for companies by showing that such an array of information will be impossible to find anywhere else. After the initial invitation, organizers should implement direct mail campaigns: mailing a list of exhibitors, presentations, and lectures that may interest the potential attendee.
Although it can be convenient to do this via email, organizers also need to use print versions because physical material shows commitment. Plus, custom printed direct mail is more likely to be opened than an email.
Once potential attendees have expressed an interest in the show, organizers should continue to follow up with postcard mailers, much in the same way that candidates for office use political postcards to remind constituents to vote.
After a commitment to attend, organizers can then send personalized schedules, including hotel and airline recommendations.
Advance Preparation With Commercial Printers
Once armed with all of this information, there is no limit to how it can be used. Commercial printers like PrintArt not only have the ability to clean up your data, removing any extraneous information and duplicate entries, they can also help you with BMC/SCF Drops.
It can be a fairly complex process but don’t feel overwhelmed, reach out to PrintArt today, and explain your needs. Their customer service department will put together a cost-effective quote and help your vision come to reality!
PrintArt – Accurate Die Cutting
413 Interchange St.
McKinney, TX 75071
972.562.7921
https://www.printart-adc.com
