DRIVINGTRAFFICTOYOUR BOOTH
using email to boost ROI at your next event
WHEREOWARE
Geek chic: building nerd smarts + style into every design,
development, + marketing project
A FEW OF OUR CLIENTS…
ATLANTIC
• Atlantic is a full service, visual communications
company specializing in the design/build of trade
show exhibi...
Setting up for success
Email best practices
Pre-event emails
Example emails
Multi-channel approach
AGENDA
SETTING UP FOR SUCCESS
doing your homework
80% of attendees know who they will
visit - prior to traveling to the show
CEIR report
76% of businesses use email to
market an event
Hubspot report
For every $1 spent on email,
businesses see $40 in return
http://www.the-dma.org/annualreport/ANNUAL_REPORT-COMPLETE_PDF_W...
Segment the show list by industry + business
potential
Use your in-house list and show list
Partner with a non-competing c...
Product demo
Asset or case study to review together
Quality giveaway or discount for select
booth visitors
Game or social ...
EMAIL BEST PRACTICES
learning how to best optimize you emails
Affects open + click through:
You have very little real estate to capture readers’
attention
Getting users to enable image...
CONVINCE:VALUE PROPOSITION
Why should customers visit your booth
instead of a competitor’s?
Some common value props:
Autho...
CONVINCE:THE BIGTHREE “S”S
Subject line
Snippet text
Sender
Sender: recognizable + trustworthy
Subject line: less than 50 ...
CONVINCE: SUBJECT LINES
From name
25 characters
Subject line
50 characters
Snippet text
85 characters
SAMPLE SUBJECT LINES
Subject:Your invitation to the 2014 NewYorkVenture Summit
Optimized: Save 50% - Sign up for NYVenture...
SAMPLE SUBJECT LINES
Optimized: Save 10% on Off-Broadway musical hit Ordinary Days
Subject line :TM Insider: Save on music...
Top left 300x400
pixels are most
important
Does it contain
your value
proposition?
Can you include
your CTA?
CONVINCE:THE ...
CONVINCE:THE LAYOUT
Layout
CONVINCE:THE LAYOUT
S-curve
Create a good
eye path
CONVINCE:THE LAYOUT
600 px
Create a good
eye path
Email should be
less than 600
pixels wide
CONVINCE:THE LAYOUT
poor use
of alt-text
Create a good
eye path
Email should be
less than 600
pixels wide
Combat image
blo...
CLOSE: CTA
Single prominent CTA
Tells the user what it
will accomplish
Includes the value
prop
Looks clickable
PRE-EVENT EMAILS
best practices
GOALS OFYOUR PRE-EVENT EMAIL
Set up a meeting
/ product demo at
the show
Clear, compelling
value proposition
above the fol...
MAKE IT EASY
MAKE IT EASY
MAKE IT EASY
WE EAT OUR OWN DOG FOOD
EXAMPLES
before and after
Clear CTA
Conveys
exclusivity
Clear concise value
proposition
Communicates
instead of
markets
Clear takeaway +
minimal cop...
Move value prop
support up top
Specific Call to
Action, looks
clickable
Clear, compelling
value proposition
Clean layout with
good eye path
Shortened the
header to bring the
valuable info up
Made the value prop
clearer and more
concise
Moved the call-to-
action ...
Move
housekeeping
items away from
snippet text
Header image is
too large
No value
proposition
No call to action
Snippet text added to header Smaller header
image + better
headline
Value
proposition
passes the “so
what” test
Call to ac...
Snippet text not
front loaded
Call-out the value
proposition
Bring pricing +
discount value to
top
No call to action
Font-loaded snippet
text
Value prop clear and
concise
Clear call-to-action
Quantity value prop
ADDITIONAL IDEAS
multichannel
INTEGRATE
WHEREOWARE EXAMPLE
POSTAL MAILING EMAIL PHONE
FOLLOW-UP
5 days later
3 days later
ADDITIONAL OUTREACH IDEAS
Submit to be a speaker, sit on a panel, or sponsor
the event
Create a game in the booth, with a ...
Sender – keep it relevant
Subject lines – keep it short, include
value prop, front load
Snippet text – support the subject...
QUESTIONS? GET INTOUCH
Bill Haskitt
Partner + heads marketing dept.
bhaskitt@whereoware.com
703-889-1212
Website: www.wher...
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Using email to boost ROI at your next event - Presentation 1

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Looking for a way to maximize the ROI on your market, tradeshow, and/or corporate events? We can help! Learn actionable ways to maximize your pre- and post-show emails to drive people to your event, gather lead information, and turn those leads into paying customers.

Learn how to:
Maximize Your Event ROI using Email with Whereoware + our partner Atlantic Exhibits.
• drive people to your event booth
• gather lead information
• turn those leads into paying customers.

Published in: Marketing, Technology, Business
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Using email to boost ROI at your next event - Presentation 1

  1. 1. DRIVINGTRAFFICTOYOUR BOOTH using email to boost ROI at your next event
  2. 2. WHEREOWARE Geek chic: building nerd smarts + style into every design, development, + marketing project
  3. 3. A FEW OF OUR CLIENTS…
  4. 4. ATLANTIC • Atlantic is a full service, visual communications company specializing in the design/build of trade show exhibits and corporate interiors. • 2013 marked the 25th anniversary of serving our valued clients from our HQ outside ofWashington DC and offices in Philadelphia, Baltimore and Richmond. Our production/operations center is located in Front Royal,VA. • We are EDPA members as well as the Exhibit and Event MarketersAssociation. • Atlantic has been named to the FAB50 list by Event Marketer Magazine for the past 2 years.
  5. 5. Setting up for success Email best practices Pre-event emails Example emails Multi-channel approach AGENDA
  6. 6. SETTING UP FOR SUCCESS doing your homework
  7. 7. 80% of attendees know who they will visit - prior to traveling to the show CEIR report
  8. 8. 76% of businesses use email to market an event Hubspot report
  9. 9. For every $1 spent on email, businesses see $40 in return http://www.the-dma.org/annualreport/ANNUAL_REPORT-COMPLETE_PDF_WITH_FINANCIALS.pdf
  10. 10. Segment the show list by industry + business potential Use your in-house list and show list Partner with a non-competing company to advertise Schedule meetings in the booth prior to the show Use incentives wisely DOYOUR HOMEWORK
  11. 11. Product demo Asset or case study to review together Quality giveaway or discount for select booth visitors Game or social tie-in to drive engagement EXAMPLE INCENTIVES
  12. 12. EMAIL BEST PRACTICES learning how to best optimize you emails
  13. 13. Affects open + click through: You have very little real estate to capture readers’ attention Getting users to enable images affects open rates Creative best practices can improve click through rates Looks matter: Often times you are judged by your looks If an email is all text, copy can make the difference Inboxes are jammed + cluttered, your email needs to pop CAPTURE: WHY CREATIVE MATTERS
  14. 14. CONVINCE:VALUE PROPOSITION Why should customers visit your booth instead of a competitor’s? Some common value props: Authority in your field Exchange thought leadership Product demo/exhibit Incentive/exclusive giveaway/game Does it have appeal + exclusivity? Be clear and concise: what are the benefits to your customers?
  15. 15. CONVINCE:THE BIGTHREE “S”S Subject line Snippet text Sender Sender: recognizable + trustworthy Subject line: less than 50 characters, front-loaded value prop Snippet text: move housekeeping items, contains the value prop, front-loaded From: Litmus <conference@litmus.com> Subject: Not just another email conference
  16. 16. CONVINCE: SUBJECT LINES From name 25 characters Subject line 50 characters Snippet text 85 characters
  17. 17. SAMPLE SUBJECT LINES Subject:Your invitation to the 2014 NewYorkVenture Summit Optimized: Save 50% - Sign up for NYVenture Summit today
  18. 18. SAMPLE SUBJECT LINES Optimized: Save 10% on Off-Broadway musical hit Ordinary Days Subject line :TM Insider: Save on musical hit Ordinary Days
  19. 19. Top left 300x400 pixels are most important Does it contain your value proposition? Can you include your CTA? CONVINCE:THE PREVIEW PANE
  20. 20. CONVINCE:THE LAYOUT Layout
  21. 21. CONVINCE:THE LAYOUT S-curve Create a good eye path
  22. 22. CONVINCE:THE LAYOUT 600 px Create a good eye path Email should be less than 600 pixels wide
  23. 23. CONVINCE:THE LAYOUT poor use of alt-text Create a good eye path Email should be less than 600 pixels wide Combat image blocking
  24. 24. CLOSE: CTA Single prominent CTA Tells the user what it will accomplish Includes the value prop Looks clickable
  25. 25. PRE-EVENT EMAILS best practices
  26. 26. GOALS OFYOUR PRE-EVENT EMAIL Set up a meeting / product demo at the show Clear, compelling value proposition above the fold Contact information / booth number Clickable CTA
  27. 27. MAKE IT EASY
  28. 28. MAKE IT EASY
  29. 29. MAKE IT EASY
  30. 30. WE EAT OUR OWN DOG FOOD
  31. 31. EXAMPLES before and after
  32. 32. Clear CTA Conveys exclusivity Clear concise value proposition Communicates instead of markets Clear takeaway + minimal copy Authority in field – personalized with photo
  33. 33. Move value prop support up top
  34. 34. Specific Call to Action, looks clickable Clear, compelling value proposition Clean layout with good eye path
  35. 35. Shortened the header to bring the valuable info up Made the value prop clearer and more concise Moved the call-to- action up
  36. 36. Move housekeeping items away from snippet text Header image is too large No value proposition No call to action
  37. 37. Snippet text added to header Smaller header image + better headline Value proposition passes the “so what” test Call to action
  38. 38. Snippet text not front loaded Call-out the value proposition Bring pricing + discount value to top No call to action
  39. 39. Font-loaded snippet text Value prop clear and concise Clear call-to-action Quantity value prop
  40. 40. ADDITIONAL IDEAS multichannel
  41. 41. INTEGRATE
  42. 42. WHEREOWARE EXAMPLE POSTAL MAILING EMAIL PHONE FOLLOW-UP 5 days later 3 days later
  43. 43. ADDITIONAL OUTREACH IDEAS Submit to be a speaker, sit on a panel, or sponsor the event Create a game in the booth, with a cumulative leader board* Mail well qualified attendees a two part item, requiring the attendee visit the exhibit to collect the second part
  44. 44. Sender – keep it relevant Subject lines – keep it short, include value prop, front load Snippet text – support the subject line Using copy effectively – passes the ‘so what’ test Highlight incentives Use email to support multi-channel efforts KEYTAKEAWAYS
  45. 45. QUESTIONS? GET INTOUCH Bill Haskitt Partner + heads marketing dept. bhaskitt@whereoware.com 703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog James Morris VP client strategy jmorris@atlanticexhibits.com 215-674-9500 x 3154 Website: www.atlanticexhibits.com Facebook: www.facebook.com/atlanticexhibits Twitter: @atlantic_james
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