Wine Supplier: Best Practices for Trade Show Marketing
Many of us are recovering from the big conference at the Unified Wine and Grape Symposium from last week. We are scrabbling to catch up to the leads we received and still manage to do our normal weekly tasks as well. But for the well planned exhibitor many of the tasks can be on autopilot. In this blog post we are going to talk about the best practices for trade show marketing so that you can increase your leads to sales ratio.
Trade Show Email Contacts
Don't Skimp on the barcode readers at trade shows.
You have already invested thousands of dollars to be at the conference, it makes little sense to not invest in the $300 system to scan the contact's information. The mere time it takes to manually enter the contacts into your email marketing systems equals the cost of the scanner rental.
The winemakers and winegrowers need to be "touched" multiple times with your companies message before they are likely act on your message. Email marketing is the most effiecient tactic for acheiving those touch points. For those companies that didn't rent the barcode scanner, I think the reason is that they have not yet mastered an email marketing campaign.
Email Automation for Trade Show Marketing
Email marketing automation is often called drip email marketing. This means that when one single person subscribes to the email list, they receive a campaign of emails in a series of days. So if they attended the Unified Wine and Grape Symposium and you scanned their badge on Wendesday, then they receive an email on the Following Monday. Then they recieve another the following Friday, another a week from that Friday and, finally, an email one month after being added to your email list.
The day the subscriber recieves an email will depend on the day they originally subscibed to the email series. Unlike a monthly enewsletter that is recieved by everybody on the same day of the month.
Your Trade Show Follow up Emails are Not SPAM
Don't worry about being consided SPAM. If you provided valuable, free information in your emails that add value to the reader's profession, they will be opened. And even better, they will begin to trust your brand and company. You become a trusted adviser.
Calls to Action
The key to any effective campaign is to have an end goal that is measurable. This means you have a specific action that you want the email subscribers to do. Each email should have a specific offer that you want them to act on. The offer could range from attending a free webinar to setting up a free demo. Each email should have a different offer and different information that is valuable to the reader for professional purposes.
Trade Show Planning
Now, I know what you are thinking. This sounds like a lot of work and you already have your work cut out for you with just setting up for the trade show. But isn't the end goal to get leads from the trade show and nurture them so that they become clients? The sales calls are important, but they work even better when they are made in synch with an email marketing campaign that builds trust and credibility.
If you would like to have us set up these email nurturing campaigns on your behalf, please call us for a consultation at 916.761.1465.