Postcard Marketing Can Enhance Trade Show Lead-Generation Activities

Last week, FEI marketing whiz Marka gave the FEI tribe some tips for effective postcard marketing. This week, she gives marketing apprentice Lucy an idea for using postcard marketing for lead-generation. Remember, fire = print.

Lucy tiptoed into Marka’s office. “Are you busy? I have an idea for a postcard mailing.”

Marka looked up from her pile of her paperwork, and lowered her rimmed glasses to her nose. “Please. I’m anxious to hear.”

“Let’s send every customer a postcard,” Lucy said.

“Why?” Marka asked.

“Um…” began Lucy, who clearly hadn’t thought this idea through, “to remind them who we are?”

“I’m glad you’re bringing me ideas, Luce,” Marka said. “But every marketing activity should have a clearly defined purpose behind it. Sending a generic postcard to every customer is unlikely to achieve desired results.”

“What do you suggest?” Lucy asked eagerly.

Marka stood up and began writing on the whiteboard behind her.

• Use postcards to maximize the lead-generation value of a trade show.

“Fire Expo 2012 BC is coming up, and we’re exhibiting there,” Marka said. “I’ve glanced at the attendee list, and it’s full of hot prospects. Let’s remove existing clients and non-prospects from this list, and hit everyone else with a targeted pre-show postcard. The postcard will say…”

“Find us in booth #523!” Lucy exclaimed.

“How about ‘Visit us in booth #523, and enter to win a free Kiln ereader?’” Marka suggested.

“Why are we giving away a Kiln?” Lucy asked.

“To enter this contest, prospects have to come by our booth, scan their ID cards, and then answer a few questions about their fire-buying needs,” Marka explained. “While prospects are at the booth, Zoot will talk to them more about their needs. Afterwards, Zoot will score each lead (5 = ready to buy, 0 = not a fit) based on those conversations and the information prospects provided.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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