Direct Mail Still Works for Trade Shows


It’s the electronic age. If you want to do something with marketing, it must be done digitally, right? If you want to distribute information, you have to do it on the web, with website content, blog posts and share on social networks. So why go to a fair? No one wants to go through a convention center and get out with sore feet. Let’s go sit at Starbucks and read all about it on our smartphones. Yes, it’s a different world.

But is it really? How much do you really learn about that new software package by looking at an image on your website. And how can you really appreciate the size of a storage system that is as tall as Madison Square Garden. So, sometimes you just have to go put on your running shoes and go to the fair. And how will you know it is the right program for you. Because he probably received a good piece of direct mail, or two, from one of the exhibitors, inviting him to visit with them when he gets there.

In this digital world of electronic communications and gadgets, direct mail is still one of the most widely used methods for marketing the show. In fact, direct mail now averages 30 percent of advertising budgets spent to attract attendees to trade shows. Even “snail mail” is still very affectionate to getting people to the show.

How to make it work.

So the exhibitor did not just send a postcard and we hope to see the people at the show. They have to start around 4 weeks and create some awareness. Send it to all your customers and prospects. That list is extremely important for success. They need to let them know they are on the way. Put it on your calendar. And start thinking about what you can expect to see and learn at the show. Then, about 2 weeks, they hit you again. Now, you are getting excited. Get non-planners to start planning. Time is coming. With the current technological advances in printing, they can send different versions to different audiences. Split it all you want. You and your spouse can get a piece. A different piece. Then send him something. Like a flash drive with very good info. Here’s the thing about gifts. This is something you can touch and feel. You can never do that on the Internet. How about some complimentary tickets? Offer something free when you visit your booth.

And talking about that post. Count them hitting their socks with that. Make the graphics GREAT! Do not dilute the message with a lot of small things. You just glaze over that. They will make it all tie. Direct mail, letters, gifts, booth, and even your outfit. It’s all stacked against you.

And, they will do everything. They need a customer database, response rates, and what got the most attention. Direct mail still has its place in the world of the fair. And it’s an important part. So do not get caught up in the high tech world thinking that’s what it takes to make the show work. Proven and true methods can still be very effective, especially when combined with some of today’s innovations to increase response rates. Direct mail can be effective and fun. After all, he took you there.

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9 Ways to Advertise Your Business With Flyers

Business Advertisement

Flyers and postcards are a very inexpensive way to market your business and while well done it can be effective. Here are 9 ways to use a steering wheel:

1. Menu

For restaurants a menu is a good way to advertise your business. It is an indispensable printed material of low cost and makes a great “takeaway menu”. When printing your menu on a paper flyer is all in the design, because you printed a cheap flyer does not mean you have to look cheap! Saving on the cost of printing and hiring a professional graphic designer, visuals are very important in the food industry.

2. Coupon

A flyer makes a great coupon and if done correctly will pay for itself with the new business that it will bring in. Design the brochure to have an offer as well as all your contact information. The last thing you want to send a lot and the customer or prospect have no idea where you are or how to get in touch with you. The offer could be a fixed number or a discount percentage.

3. Product Information

Use a full color brochure to get product information you can display at your store, use at trade shows, drop off at other locations and / or distribute to customers and prospects. For a product information card the images are very important as well as a good description of the product or service to be effective.


There is no cheaper way to print an entire color invitation then an airman. Invite customers and prospects to your locations as often as you can. Use the flyer to leave in the stores of your community and in your business to deliver to customers and future customers.

5. Opening a new company

You have taken a leap of faith and now you are opening your business, congratulations! The only problem is that if nobody knows it is not very good. Create a brochure “We are open” to deliver to friends and people in the community; That many people know about your new business!

6. Postal

You can use a brochure as a full color postcard to send to customers and prospects as often as possible. It is a very effective and affordable way to communicate with a group of people efficiently without breaking the bank. Of course, this requires a budget for the mail service as well.

7. Events

You can print cheap brochures for parties and nightclubs, but also for corporate events. Whether you are having an open house, a block party, a charity event, a fair, or any other event a full color printed flyer is a must. If it is also within your budget, be sure to use advertise your events with a mailer as well.

8. Mailer

Commercial printing allows you to send cheap brochures as often as possible without much work on your part. In our days it’s just a matter of including a mailing label inside the graphic design and voila! A mailer only requires that you work on the contents of your flyer, take advantage of it.

9. EDDM (direct mail from each door)

An EDDM is all in the design and most commercial printers can handle the service. Use your Every Door direct mail to communicate special offers, new products or new services and events to your community.

These are just nine ways to use a full color custom brochure, but there are so many more ideas and options. Just be sure to incorporate brochures into your marketing strategy as often as possible.

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Making A Targeting Mistake

Business Advertisement

I have a confession to make.

I Broke A Copywriting Rule For Direct Marketing.

In fact I did not even realize that I broke a rule until I received my copy of my first client!

But first of all I have to say about myself. I am a junior copywriter which means that I am just a beginner in this awesome world of direct marketing. One day I hope to sit at the table with people like the big old hands before me. Greats like David Garfinkel, Doug D’Anna, Ben Settle, David Duetch, Gary Bencievega and good uncle John Carlton. I also hope to write a day for many of the best Direct Marketing companies in the world.

Yes my friends I am ambitious.

So what exactly did I do wrong that I have my copy rejected in the first place? Well, in my quest to find clients, I thought since Copy is advertising that it would “hit the pavement”, and would sell my services business to business in the hope of landing a customer or at least a prospect.

In my quest for landing my first client I encountered rejection after rejection. No one needed editorial services, but worse, none of these businesses had ever heard of writing or direct advertising.

Headlining the house defeated and tired I met an old friend who ran a small company of assembly of televisions. He confessed that the business was slow and that he needed more customers. When I realized his pain, I offered my services, he agreed. I went home, put on my deerstalker and went to work. I researched your target customers to find out their biggest issues, concerns, etc. I also went ahead and called the local newspapers to find out the prices to get their ads.

You name it, I probably did.

After a week I finished his copy of 1 page and called him with pride to let him know. Then … rejection.

“This was not what I expected,” he said.

I was annoyed, angry and hurt. I expected a more “traditional” form of advertising. During our discussion I realized my grave error.

“I should have sold my services to my target market!”

White market that means those in direct marketing!

This was my fault and I should have told him what I specialized in. It would have saved us headaches.

When you write copy you write for your ideal client in mind. You write about your pain, and how you had the same problem And you have a solution to your problem.

When I spoke with my friend I should have been clear on what copy it was and how I was going to look.

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