Trade shows have always been a great source of new leads; but, considering travel costs, booth construction, booth rental and collateral printing, they are also one of the most expensive. There are ways, however, to maximize the number of warm leads they produce, said Melanie Attia, product marketing manager at Campaigner, a provider of email marketing services.
“I know from my experience being an attendee and an exhibitor that trade shows are a fantastic way to build [your email list]; but you need a strategy going in because not every contact you meet will be a valuable contact,” she said.
What’s the best way to ensure a successful list build at a show? For one thing, marketers shouldn’t automatically add a prospect to the database just because he or she provided an email address. “You’ll want to ask them to opt in when you send them your post-show email,” she said. Attia also provided these four tips to help marketers separate the email wheat from the chaff.