Before we jump in, I want to make sure you and I are on the same page here.
By direct mail, I mean any unsolicited advertising or marketing communication sent through the mail, that asks the reader to do something or give some kind of response immediately.
The response might be to download a free report, comment on a blog post, register for a webinar or sign-up for your newsletter.
Including some kind of clear call-to-action is critical. If your direct mail piece doesn’t include this element, then you’ve just wasted a lot of time and money.
Here, we’ll talk about how direct mail can be used for trade-show exhibits and product demonstrations.
Unfortunately, most trade-show exhibits and direct mail efforts fail to adopt a direct marketing approach and suffer as a result.
As mentioned in the previous two issues, nanotech firms don’t make any attempts to get qualified prospects onto their list. This is crucial and direct mail can drastically increase the number of qualified leads you add to your list from your trade-show booth or product demo.
With that said, here are 7 direct mail tips you can use to get more people visiting your booth.
1. List selection
At the end of the last issue, I said that direct mail was one of the best ways of promoting your booth and upcoming exhibit to your list.
Just make sure that the list you’re mailing to is the right one.
For a trade-show, the ideal list is qualified potential customers and current customers within a 100-mile radius of the trade-show center.
Obviously, you want to mail those prospects who are most likely to be interested in the product you’re displaying at the exhibit.
One way to do this is to make a list of prospects who have responded to ads about the product within the past 6 months.
2. Use carry cards
Marketing consultant and copywriter Bob Bly recommends using what he calls “carry cards”.
This is a card that you include with your direct mail piece. Prospects can return the card to you at your booth to receive a small gift.
3. Inject some personality
Direct mail and other marketing tactics work best when they can be personalized.
Consider including the individual names of your mailing list in the direct mail piece you’re sending out.
4. Use VIP seminars
Have a smaller list of key prospects that you want to contact.
You can send them special invitations to attend executive briefings, presentations of papers that highlight key findings in nanotechnology research and other events that are held in conjunction with your exhibit.
5. Add urgency
Direct marketing is a tactic that aims to get a response right away. To do this, you need to give your reader a reason to act now, not later.
If you wanted to get your reader to sign-up for a free webinar on your latest nanotech solution, make sure they know that the webinar is first come, first serve and to register now while places are available.
6. Give them a choice
Direct mail can be more effective when you give your prospects a choice.
Some people might not be able to make it to your product demo or booth. So offer to send them a brochure, newsletter or invitation to register for a webinar if they can’t make it to the live event.
7. Avoid a one-hit-wonder
You can get a better response by mailing more than once.
A printed direct mail piece that invites potential buyers to view your product demo at a trade-show can be sent a second and third time to those who didn’t respond the first time round.
Even better, you could send different pieces of content for additional mailings. You could start with a postcard, then send the full invitation package, and then a follow up reminder.
To wrap up, when you use direct mail (and direct marketing in general), there are a number of points that you need to keep in mind:
- Always have an offer stated
- Be clear and concise in your instructions
- Give a reason to respond right now, or at least sooner rather than later
- You must follow up
- You must track and measure everything
- Strong copy must be used
Next week, we’ll talk about the biggest mistake made by marketers in high-tech industries when writing a case study.
Look for it next Thursday!
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