Exhibiting at trade shows requires investments of time and money. For those to pay off, you need a good amount of booth traffic. We’ve given you ideas about how to earn spontaneous walk-in traffic (like games, experiential booth designs, and more), but there are things you can do before the show to ensure traffic. One of those is sending trade show invitations to the people you really want to be there.
Reach out and let people know why they should visit your trade show booth, and they’re more likely to schedule a stop instead of leaving it up to chance.
How to Write an Effective Trade Show Invitation
When writing a trade show invitation email, you have a couple of options for content. You can write a general invitation, or you can invite the recipient to take a specific action. Either way, there are some simple rules to help you write an effective invitation:
- Get to the point. Don’t write an essay on why people should visit your exhibit. Give them a few quick facts and let them decide.
- Don’t just tell your readers what’s happening at your booth—tell them how they can benefit from visiting you.
- Add something visual to make the invitation interesting. It doesn’t have to be fancy; something as simple as a photo of your booth from a previous event can be enough to catch the eye.
- Include a call to action. It might be a general CTA, such as visiting your booth, but it could also be a specific action, like seeing a product demo or scheduling an appointment.
Pro Tip: Many trade shows provide exhibiting companies with unique URLs they can use in email blasts. These URLs direct visitors to the show’s registration page. In some cases, using the URL can give the registrant a discount on their registration fee. If you have one of these, use it in emails—for instance, as a call to action—and let recipients know they can get a discount. (This doesn’t necessarily make your emails more effective at driving traffic to your booth, but anyone who registers via your invitation is certainly more likely to visit you than someone who doesn’t attend at all!)
Email Templates to Drive Traffic to Your Booth
In the lead-up to the trade show, sending out regular email blasts is an easy way to remind people that you’re attending and that your booth is worth a visit.
Note that emails 1, 2, and 3 are three versions of an “introductory” email. Each recipient should receive one of these three emails, according to which recipient group they belong to. In the remaining three emails, you reiterate your invitation and focus on a different element of your exhibit each time.
1. General Trade Show Invitation
This sample invitation is aimed at people with whom you already have a working relationship, such as current customers, clients, and vendors. They’re not necessarily potential leads, but it doesn’t hurt to let people know you’re attending an industry event. And should any of them happen to stop by your booth, they’ll help make it look busy and popular, which can itself attract more traffic.
Subject line:
Come and See Us at [EVENT] in [MONTH]!
Email:
Hi [NAME],
[COMPANY] has booked our booth for [EVENT] this year in [MONTH], and we’re excited for what’s in store!
The lineup looks amazing, and we’re looking forward to finding out what’s new in the industry along with everyone else. We’re particularly excited about [INSERT: Keynote speaker or education session of interest to your niche].
If you’re attending, we’d love to see you there. Come visit us at booth [NUMBER/LOCATION]!
[YOUR NAME/COMPANY]
2. Invitation to Visit Your Booth
This is an introductory email that’s more focused on your exhibit. It’s for people on your email list with whom you don’t already have a relationship. Since you don’t know them yet, it needs different language from that used in Email 1. In this email, focusing on the value that your booth offers gives recipients a reason to stop by.
Subject line:
[NAME], Will You Be at [EVENT] This Year?
Email:
Hi [NAME],
[EVENT] is scheduled for this [MONTH], and we’ll be there at booth [NUMBER/LOCATION]. This year we’re featuring:
- [EXAMPLE] A new product we’re excited to debut, with live demonstrations throughout the show. If you’re looking for a [KEY BENEFIT of product], you won’t want to miss this!
- [EXAMPLE] The best exhibit team, ready to answer all your questions.
- [EXAMPLE] Enter our game/raffle/giveaway for a chance to win!
We hope to see you there!
[YOUR NAME/COMPANY]
3. Invitation for Prior Contacts
This version of the trade show invitation is for people who visited you at the same show last year. In this email, you’ll reach out to remind them you had contact last year and encourage them to revisit you.
Subject line:
[NAME], Will You Be at [EVENT] Again This Year?
Email:
Hi [NAME],
[EVENT] is scheduled for this [MONTH], and [COMPANY] will be there again! This year, you can find us at booth [NUMBER/LOCATION].
This year we’re featuring:
- [EXAMPLE] A new product we’re excited to debut, with live demonstrations throughout the show. If you’re looking for a [KEY BENEFIT of product], you won’t want to miss this!
- [EXAMPLE] Our amazing booth team, ready to answer all your questions.
- [EXAMPLE] Enter our game/raffle/giveaway for a chance to win!
We’d love to see you again, so stop by and let us know what [THEIR COMPANY] has been up to!
[YOUR NAME/COMPANY]
4. Invitation to Schedule a Meeting
In this sample invitation, you’re inviting people who are attending the trade show to schedule a meeting to discuss their needs and explaining how your products or services can meet them. Here, you need to highlight how your products or services can solve particular problems. Then, include a CTA that allows them to click through to a calendar where they can schedule a meeting.
Subject line:
[NAME], It Only Takes a Few Seconds to Schedule a Meeting at [EVENT]
Email:
Hi [NAME],
Recently, we let you know we’d be attending [EVENT] in [MONTH]. Today we’re opening up the calendar so you can schedule an appointment in advance at a time that suits you.
If you have a problem, let’s get together and talk about solutions.
- [EXAMPLE 1]
- [EXAMPLE 2]
- [EXAMPLE 3]
Appointment slots are limited, so don’t delay!
[YOUR NAME/COMPANY]
5. Invitation to a Product Demo
If you’re holding product demos at a trade show, it’s useful to let potential leads know in advance. If they’re interested, they can schedule a stop at your booth at the right time to see the demo. This means it’s important to include some key details about the product, so they can decide if it’s something they’re interested in.
Subject line:
[NAME], You Can See Our New Product Launch Live at [EVENT] in [MONTH]!
Email:
Hi [NAME],
Recently, we let you know we’d be attending [EVENT] in [MONTH]. Now, we’d love to personally invite you to our booth to see one of our exciting live product demos. We’ll be introducing a product that can:
- [KEY BENEFIT 1]
- [KEY BENEFIT 2]
- [KEY BENEFIT 3]
We’ll be demonstrating our new [PRODUCT] at [BOOTH NUMBER] on [DATES/TIMES]. If you’ve been looking for solutions to [SPECIFIC PROBLEM] you’ll want to make time for this!
6. Invitation to Enter a Prize Draw
This is another email that essentially invites the recipient to stop by your booth. Here, the focus is on your prize draw, with a few details about your booth as an aside. If your previous emails haven’t entirely convinced the recipient in your favor, this one may seal the deal.
Subject line:
[NAME], Drop by Our Exhibit at [EVENT] and You Could Win!
Email:
Hi [NAME],
We’ve mentioned our booth at [EVENT] before, but did you know that we’re offering a [GRAND PRIZE] to one lucky recipient this year?
It’s true! In addition to our product debut and live demos, we’re holding a prize draw with a [GRAND PRIZE] up for grabs, as well as [MINOR PRIZES].
Check us out at booth [NUMBER/LOCATION] to enter the raffle!
[YOUR NAME/COMPANY]
Generate & manage leads
Don’t Leave Booth Traffic to Chance
To make attending trade shows worth the investment, you need plenty of good leads. To get those, you need a steady stream of booth traffic throughout the show. By sending out trade show invitations with incentives to visit your exhibit, you get the opportunity to let people know what you’re offering and how visiting you can benefit them. If they know in advance that your products are a good fit, they’ll be more likely to fit you into their schedule.
- Bio
- Latest Posts
Paul Miller
VP of Marketing at ProExhibits
Having served in a number of executive roles for companies in Silicon Valley for over 25 years, Paul has a client-side perspective of the trade show event and exhibits industry. He has worked for startups as well as global firms. At ProExhibits, Paul helps the company reach clients through traditional and digital marketing programs. With an extensive background in the high-tech sector, he’s also involved with technology strategy both internally and for clients.
Latest posts by Paul Miller (see all)
- A Step-by-Step Guide to Trade Show Marketing: Capture Your Audience Before, During, and After - October 12, 2023
- Your Guide to Email Marketing for Your Trade Show Appearance - May 2, 2023
- How to Launch a New Product at a Trade Show - April 19, 2023
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A Step-by-Step Guide to Trade Show Marketing: Capture Your Audience Before, During, and After
Your Guide to Email Marketing for Your Trade Show Appearance
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As someone deeply immersed in the world of trade shows and exhibit marketing, I understand the critical role that effective communication plays in ensuring a successful event. My experience spans over 25 years, during which I've held various executive roles in Silicon Valley, providing me with a unique client-side perspective of the trade show and exhibits industry.
The article you've provided addresses a key aspect of trade show success – attracting booth traffic through well-crafted invitations. This is an area where my expertise shines, having actively participated in devising strategies to drive engagement and increase footfall at trade show booths.
Now, let's delve into the concepts outlined in the article:
-
Trade Show Invitations:
- The article emphasizes the importance of sending invitations before the event to ensure a good turnout at your booth.
- It highlights the need to convey the value of visiting your booth and encourages recipients to schedule a stop rather than leaving it to chance.
-
How to Write an Effective Trade Show Invitation:
- The article provides practical tips for crafting compelling trade show invitation emails:
- Getting to the point quickly without overwhelming the recipient.
- Communicating the benefits of visiting your exhibit.
- Incorporating visuals, such as photos from previous events.
- Including a clear call to action (CTA) to prompt engagement.
- The article provides practical tips for crafting compelling trade show invitation emails:
-
Pro Tips for Trade Show Invitations:
- The article suggests leveraging unique URLs provided by trade shows in email blasts. These URLs may offer registrants a discount on their registration fee, increasing the likelihood of attendance.
-
Email Templates to Drive Traffic to Your Booth:
- The article offers email templates for various recipient groups:
- General Trade Show Invitation for existing relationships.
- Invitation to Visit Your Booth for those on your email list.
- Invitation for Prior Contacts for individuals who visited your booth in the previous year.
- Invitation to Schedule a Meeting, focusing on one-on-one interactions.
- Invitation to a Product Demo, promoting live demonstrations.
- Invitation to Enter a Prize Draw, using incentives to attract visitors.
- The article offers email templates for various recipient groups:
-
Generate & Manage Leads:
- The article underscores the importance of actively managing leads and not leaving booth traffic to chance.
- Sending trade show invitations with incentives enhances the chances of attracting valuable leads.
-
About the Author - Paul Miller:
- Paul Miller, the VP of Marketing at ProExhibits, brings a wealth of experience in technology strategy and marketing to the trade show industry.
- His client-side perspective and involvement in both startups and global firms underscore his understanding of the dynamics of the trade show landscape.
In summary, effective trade show invitations, as outlined in the article, are a crucial component of a successful exhibit strategy. Leveraging my extensive experience in marketing and trade shows, I can confidently affirm the significance of these concepts for maximizing booth traffic and achieving tangible results at industry events.
