Expo holders really need to tread a fine line.
On the one hand they want to attract service/product providers to buy stall space.
- good space
- great Expo promotion
- tons of potential customers coming to the Expo
And the Expo holder has to attract people interested in the services of the stall holders.
Pre-Register For Free Entry
Part of that might include something like pre-register for free entry.
Then the Expo holder can say to potential stall holders – “Look, we have 200 people pre-registered. You can get in front of these potential customers for just $200 by taking a stall.”
The other way the Expo holder can provide added value is by providing the stall holder with the contact details of those who pre-register.
But here it gets tricky.
Getting Inundated With Calls
You see, I’ve just had a friend in my office who is getting married. So she pre-registered for a Bridal Expo.
Whilst she can’t remember giving permission to be contacted by stall holders for this upcoming Expo, she has been inundated with calls and emails.
(She did give permission, I just checked. The fine print says “Disclaimer: Please note that by completing this form you give permission for your details to be passed onto advertisers on this site.”)
But even if she did, I’m not sure it’s such great marketing to hammer her with offer after offer after offer after offer.
Permission Marketing – But It’s Too Much
I guess it’s permission marketing to a perfectly qualified target, but it’s the deluge of calls and emails that make it intrusive.
- Permission marketing is great.
- Marketing to a perfectly qualified target is great.
- Having your marketing message welcomed is an important part of the strategy too, however.