5 Successful Marketing Strategies from Chicago’s DMA Conference You Should Be Using.

Written By Kara Monson, Account Supervisor

Out TWO Sense: 5 Successful Marketing Strategies

Since this year’s Direct Marketing Association (DMA) Conference was located in downtown Chicago near our office, our agency received even more information leading up to the exhibition than usual. Through 5 different channels, the DMA was able to reach me, as a target audience – before, during and after the event.

1. Direct Mail: I received personalized direct mail from a few exhibit contacts prior to the event reminding me to visit their assigned booth. Since I had existing relationships with these contacts, this was a great way to reconnect and discuss new ideas/opportunities.

2. Email: A few contacts emailed me asking if I’d be attending this specific expo.  In one case a scavenger hunt was mentioned that if I visited this booth and several others by completing a game card, I would be eligible for a prize. This was again a great way to encourage booth and event traffic, similar to the personalized direct mail, mentioned in #1.

3.Social Media: At the event itself, a circus-themed booth took a photo of me and my associate and fellow blog author, Janelle Schenher. This was a fun way to share the DMA experience with others by posting our photo to Twitter!

4. Giveaways: Freebies have come a long way! This year food, pens, and other technology-based giveaways were offered as a thank you for stopping by many of the booths. In some cases, it was appreciated that we could get some takeaway samples that could lead to generate new creative direct response ideas. And not to be forgotten-the raffle entry! Who can say no?!

5. Creating an Experience: Some exhibitors used their booth as an opportunity to create more than a sales experience but also create interest at the event itself. Food stations and mocktail drink stations are a few I hadn’t seen before to stand out from the crowd. What a great way to engage prospects because in the time it takes someone to eat a few bites, you have the person’s attention for a few minutes to talk business.

This year’s DMA successfully used these 5 strategies. Plus, the dialogue continues even after the event. After making new contacts likely there will be follow up communications that could include any of these 5 media named above, such as thanking me for stopping by the booth or mailing me some requested samples. Or maybe I won the raffle?!

Whether you’re planning to host a future event or develop ideas for your next marketing effort, how could these types of channels be most effectively tailored for your campaigns? Need some ideas? Please contact me at kmonson@twochicago.com.