Nimlok Tradepoints:
10-Point Planning Guide for Developing a Direct Mail Campaign

1. What is a realistic timeline for your campaign?
   • Date to begin planning:
   • Date to create preshow mailing piece(s):
   • Date to create postshow mailing piece(s):
   • 1st mailing:
   • 2nd mailing:
   • 3rd mailing:
   • Postshow mailing:
2. What are your show goals?
3. Who is your target audience?
4. What particularly interests your target audience?
5. What differentiates you from your competitors?
6. What benefits do your products and/or services offer?
7. What is needed to create pre- and postshow promotional pieces?
8. What kind of an incentive will encourage attendees to visit your booth?
9. Who needs to receive your mailings?
10. How will you track and evaluate the response to your campaign?

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com