Tell ‘em what you’re gonna say. Say it. Then tell ‘em what you just said. I’ve always heard that’s the key to structuring an effective presentation. Why? Because audiences aren’t paying that much attention. So the most we can hope for is that they listen and remember a fraction of what we tell them. So we say it again. And again. And we hope some of it sticks.

Now fast-forward to your tradeshow marketing campaign. Like it or not, direct mail still drives attendance to trade events. We know this because direct mail still shows up in surveys as a top way that attendees hear about and decide to go to tradeshows. We know it often takes three, four or more “hits” to prompt action. Guess why? Because they just aren’t paying that much attention. (Not because they aren’t interested; they’re just busy!)

Are you feeling pressure to cut your direct mail budget but afraid you’ll cut too deep? Try these strategies to surgically trim your campaign without risking that your information doesn’t sink in:

• Scrutinize your database and know who you are mailing to
   
• Cut the lists that aren’t delivering registrations
   
• Make sure your best prospects (those most likely to attend) get multiple hits
   
• Pare back the content in print and send prospects to your website for details
   
• Don’t scrimp on your website; it has to be accurate and easy to navigate (two worth checking are www.npe.org and http://convention.bio.org)
   
• Find efficiencies in size and weight of brochures or postcards and make sure your mail panel is designed for maximum postal automation discounts
   
• Use self-mailers to save on printing and fulfillment costs; even international pieces no longer require envelopes.