Interesting post. Never thought of doing this by email. Thanks for sharing.
How To Develop A Mini eMail Trade Show!
No matter where you look on the web, the key to making any money online is wrapped up in the list. Without one, you’ve got a major hurdle to clear. The following concept, may be your answer to fast-tracking exposure!
At some point in time, you have probably visited a trade show within your industry. You saw legions of companies within your industry, selling goods from booths and visitors looking to buy or develop leads for themselves. Using this model, why not create your own mini trade show with friends or colleagues who compliment each other’s businesses?
By combining the lists from say five to ten companies, who share the same target audience, put together a promotion to present a series of services to this body of contacts and feed off of each other. Here is how you could approach it:
1: Gather together businesses who have a growing list of emails from contacts that the group as a whole might benefit from. For instance: Accountants, lawyers, business consultants and financial people would all share the same target audience – small business. Put together a joint list. Make it a rule that your list is not for sale, but only to be used within the confines of the trade show arena. The joint list only mails from one location. Once the show is over, all parties return to their own lists.
2: Put together some teazer emails, and start to push them at this joint audience, to prime the pump. Let them know the time span the “Trade Show” will occupy. Also give them the opportunity to opt-out of the mailing if they so wish.
3: The day of the “Trade Show” launch send out the first of many consecutive mailings. Encourage each of the participants to offer something of value to contacts. An example would be to offer something, that could be used to harvest new emails for your own growing list.
4: Once the span of the “Trade Show” has expired, follow up leads, and send out thank you emails with announcements on the date to expect the next one.
5: Send out a web survey to gage awareness of the show and see what needs tweeking.
How ever you do this, be sure to take your best shot as it could expose your product or service to a large audience. In the lead up, your list could be told of your valuable contacts, and your desire to provide meaningful assistance to them from a variety of positions. Benefit from a larger list without the grueling years of building one. It is a great way to boost your brand by helping others to succeed. The true spirit of networking.
Author: Ed Roach (123 Articles)
For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook
15 comments - add yours
Janet Giacoma
February 25, 2009
Ed Roach
February 25, 2009
Thank you Janet. It’s a concept I’m developing for myself. I thought it would be a great idea to throw out there to see if other’s find value in it.
Steve, trade show booths
February 25, 2009
Hi Ed,
My ear perk up anytime I hear (or read) the word “trade show.” This is an interesting idea. Even though it’s virtual (and doesn’t require any “real” trade show booths), I support it. If it helps businesses grow and expand eventually they’ll go to real trade shows too. ~ Steve, purveyor of “real” trade show booths
PS. These days we need all the creative ideas like this we can get! 
Grace
February 26, 2009
An mini email trade show, wow! Is this similar to video email offered by http://www.24conference.com?
Ed Roach
February 26, 2009
I don’t think so Grace. I envision as multiple services revolving around a common theme. Let’s say it is aimed at start ups – then all the participants would have something start ups could use. The event would also provide free materials as a value added benefit. There may be a nominal entry fee.
It would have speakers as well. 24Conference looked liked strickly conferencing.
As I get closer to launch, I’ll be writing about it.
Thanks for commenting by the way.
Ed Roach
March 1, 2009
Steve, have you ever put any thought at becoming an expert in virtual trade events and developing it into a revenue stream. Nice differentiator. You could bundle it with your existing product.
Steve, trade show booths
March 2, 2009
hi Ed,
Thanks for replying to my comment.
Funny you should say what you did because I have thought about something along those lines. I think “real” trade shows will always be around, but their growth may be limited at best. I think the real growth potential is online, and have thought about looking into it. Unfortunately, that is as far as I have gotten… Steve, purveyor of “real” trade show booths
Ed Roach
March 2, 2009
I agree with you Steve. Maybe as I move closer with mine, I’ll get you involved somehow. As it stands, I’m working on this with a buddy who does compliance branding. Stay tuned.
Ed
Radio Controlled Boats
March 11, 2009
Very interest post, I’ve manned a few booths in my time and a let me tell you a virtual trade show would be much, much easier on the feet!
Chris
March 16, 2009
Brilliant ! I had no idea that you can make a trade show using email. It is a big help to promote your website and develop friendship too. Very informative, thanks for sharing.
Kaizen
July 25, 2009
I work with a number of similar businesses using this type of model, but based on a referral system. Ed, this is an excellent way to build those relationships and more importantly customer relationships.
Car Maniac
July 27, 2009
Awesome tips! Email is the main contact system of the digital world, so it should always be considered in any marketing plan
Ed Roach
July 27, 2009
Thanks all for your comments. I’m glad you found the information useful.
Tom - Trade Show Displays
August 10, 2009
This is extremely creative – Very outside of the box thinking Ed. Glad I read this. Not many people can come up with unique ideas such as this… Something new is always pleasing
Ed Roach
August 12, 2009
Thank you Tom. I’m doing my best to bring this to life. It’s been a busy summer so far.
