With the world starting to open up again, we’re very excited at the prospect of attending industry events in the near future. There’s no denying that industry events are one of the best (and most sociable) ways to connect with your peers. Whether you care to admit it, we bet you’ve missed them, too! So today, we’re looking at how your direct mail campaigns can actually boost your events. Don’t believe us? Read on.
Did you know that direct mail can be one of the best ways to connect with potential clients? Studies have shown that receiving physical communication is a welcome distraction in a heavily online world right now.
It can be as simple as a leaflet to promote the event with a personalised greeting with information on what to expect. But if you really want to step up your efforts, there are a few ways direct mail can help your events stand out.
Yes, something as simple as a postcard is one of the most popular ways to promote your event. A clear, concise, branded message with perhaps a QR code to more information on your website. Visually appealing and gets them on site. Win, win.
Why not send out a small booklet of information about the event? Include speakers and topics, activities and seminar times with their locations, and floor plans to help potential attendees visualise the day. People love to plan, and if they can map out their day (and know where the nearest coffee station is), they feel prepared and familiar with the environment before they even attend.
If it’s an event you’ll be charging for, send out Early Bird discount invites; they never fail to draw people in! These can be personalised to new attendees and segmented for those who have attended before. Attention to detail like that doesn’t go unnoticed; it’s much nicer to receive something you feel is intended for you rather than the masses…even when you know that isn’t really the case.
Once attendees have signed up, why not send them their delegate lanyard, name card and a little treat as a thank you? People may expect the name badge, but adding something specific to the event is always a nice touch. You can never go wrong with a pen, of course, but thinking outside the box highlights your creativity and thoughtfulness. Is your event an outdoor affair in the summer? Send them a branded bottle of sunscreen.
How about offering drinks or lunch vouchers? This works especially well if people are paying to exhibit at your event (just make sure they include queue jumps, too!) What about casino tokens or the like to get people involved in the onsite networking activities? Again, when people know they are getting money off, or even getting something for free, they feel valued and, not to mention, it makes you look great!
Many feel that direct mail is old school marketing, and maybe it should be considered that in this digital world. But there’s so much more to it than just a leaflet in the post; you just have to get creative, be unique and speak personally to your intended audience. So if you’re struggling with creative inspiration, the Clone team are on hand to get to work on your next direct mail campaign.