Trade Show invitations can be tricky. If they aren’t handled in just the right way, they can leave a very bad impression before the Show even begins.
In addition to the branding opportunity that we wrote about before, it’s important to create the right copy that compels recipients to put you on their must-visit booth list. It should be an engaging teaser that grabs attention and makes you want to open the email that includes a special price or offer, to be collected at the booth. It’s the first of many PR trade show opportunities that introduces your Brand to new prospects and reminds customers of why they enjoy doing business with your company.
While some Trade Show producers are now offering to send invitations on Exhibitor’s behalf, that too can have its own risks.
Case in point.
During a casual conversation, I was asked if I would be attending a particular Trade Show. My no didn’t elicit the expected response of, “Sorry we won’t be seeing you there.” Instead, I was extended an invitation to the Show to hang out. Except when the so-called invitation arrived, it wasn’t an invitation with a ticket to the show, it was a calendar page with an email that mysteriously, and incorrectly, told me where to register on their website. It was totally misleading and rather funny as well, so I dismissed him, and most importantly, this very interesting company from my mind.
Except, of course, until I received a reminder two days before the Show, sent from the Show management. This was odd too because it was a Google Calendar page linking me to the wrong page on the Show’s website, while the first was a calendar page for my Mac software.
Out of curiosity, I pursued it with the very large Corporate Show Producer, because it appeared that I should have been led to a ticket. Two hours later, I received a call telling me that no, it was a series of mistakes that really was an invitation to visit their Booth.
As if.
Let us know your Trade Show invitation experiences.
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