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.

1. DRIVINGTRAFFICTOYOUR BOOTH
using email to boost ROI at your next event

2. WHEREOWARE
Geek chic: building nerd smarts + style into every design,
development, + marketing project

3. A FEW OF OUR CLIENTS…

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. Setting up for success
Email best practices
Pre-event emails
Example emails
Multi-channel approach
AGENDA

6. SETTING UP FOR SUCCESS
doing your homework

7. 80% of attendees know who they will
visit - prior to traveling to the show
CEIR report

8. 76% of businesses use email to
market an event
Hubspot report

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. 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. 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. EMAIL BEST PRACTICES
learning how to best optimize you emails

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. 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. 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. CONVINCE: SUBJECT LINES
From name
25 characters
Subject line
50 characters
Snippet text
85 characters

17. SAMPLE SUBJECT LINES
Subject:Your invitation to the 2014 NewYorkVenture Summit
Optimized: Save 50% - Sign up for NYVenture Summit today

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. Top left 300x400
pixels are most
important
Does it contain
your value
proposition?
Can you include
your CTA?
CONVINCE:THE PREVIEW PANE

20. CONVINCE:THE LAYOUT
Layout

21. CONVINCE:THE LAYOUT
S-curve
Create a good
eye path

22. CONVINCE:THE LAYOUT
600 px
Create a good
eye path
Email should be
less than 600
pixels wide

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. CLOSE: CTA
Single prominent CTA
Tells the user what it
will accomplish
Includes the value
prop
Looks clickable

25. PRE-EVENT EMAILS
best practices

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. MAKE IT EASY

28. MAKE IT EASY

29. MAKE IT EASY

30. WE EAT OUR OWN DOG FOOD

31. EXAMPLES
before and after

32. Clear CTA
Conveys
exclusivity
Clear concise value
proposition
Communicates
instead of
markets
Clear takeaway +
minimal copy
Authority in field –
personalized with
photo

33. Move value prop
support up top

34. Specific Call to
Action, looks
clickable
Clear, compelling
value proposition
Clean layout with
good eye path

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. Move
housekeeping
items away from
snippet text
Header image is
too large
No value
proposition
No call to action

37. Snippet text added to header Smaller header
image + better
headline
Value
proposition
passes the “so
what” test
Call to action

38. Snippet text not
front loaded
Call-out the value
proposition
Bring pricing +
discount value to
top
No call to action

39. Font-loaded snippet
text
Value prop clear and
concise
Clear call-to-action
Quantity value prop

40. ADDITIONAL IDEAS
multichannel

41. INTEGRATE

42. WHEREOWARE EXAMPLE
POSTAL MAILING EMAIL PHONE
FOLLOW-UP
5 days later
3 days later

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. 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. 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