Add the trade show date as a custom calendar task within your calendar.
Create a plan for publishing blog posts, promoting via social, etc. around the trade show date. Every business and every tradeshow is different, so plan your calendar, your content, and how and which social media tools you use, accordingly. Each piece of content can be scheduled through the Calendar tool.
For any piece of content you create, tag it with the trade show campaign name.
Use the Calendar tool to assign different tasks to your colleagues to help create the different content assets.
Create a new email and keep the name of the email consistent with your campaign name and content offer. Include "Pre-" in the name.
Determine the From Name and From Email Address (or the name the recipients will see). Make sure emails are sent from real people.
Tag the email with the campaign name.
Create your message subject - this will be the first thing your recipient sees, so make sure it grabs their attention and invites them in to read your email. Include trade show name.
Create the email body. It should include any necessary information about the trade show. This could be your booth number or what to expect when stopping by your booth. Make the content is easy to scan and personalize when appropriate.
Send a test email to review your email. Make any necessary changes.
When your email is complete, schedule when you want it sent before the trade show. Within the Sending tab of the Email tool, determine your send date and time.
Select the recipient list for the email. Use the list you created in the above step.
Make sure emails are sent from real people. It should be the same email for emails during and after the trade show, as well.
Create a new form and name the form after the trade show.
Select fields for the form. This form will be filled out on a landing page by the attendees at the trade show.
Mark any required properties that a visitor would need to fill out on the form. Email address is always required.
Since multiple people will be filling out the form, disable cookie tracking so every form submission is accounted for.
Save the form. It will be used later as you build out a landing page.
Remember, this form will be filled out during the tradeshow. Keep it simple, so it doesn't take attendees long to fill out. You can always follow-up with them for more information and spend more time talking to them in-person at the event.
After the trade show is over, navigate to the Lists tool.
At this point, you’ve imported a list of contacts and also converted other contacts by having attendees fill out a landing page at the tradeshow. Segment these contacts so you can best follow up with their needs.
Create a new list and name it after the trade show. This will be a static list.
Add contacts to the list. The contacts could meet the criteria of filling out the trade show form, orginally being imported, or other criteria you may have already identified.
Save the list to be saved for a follow-up email.
Segment your trade show contacts so you can best follow up with their needs.