Ten Ways to Attract VIP Customers to Your Trade Show

1. Mail a personal invitation with a pass to the exhibit two months before the show.

2. Call the VIP the same day you mail your letter to announce the important event.

3. Mail a second letter with a detailed description of the products you will be exhibiting and another pass three weeks after the first contact.

4. Three weeks before the show, mail a third letter with a map of the exhibit, a map of the city with details about parking and a pass key to your hospitality suite. (Most hotels now have an electronic pass-key system and you can get 30 or more keys made at very little extra cost.) As an alternative, a symbolic gold key can be produced that can be exchanged upon arrival for a real key to the hospitality suite.

5. Call and speak to each VIP personally to announce a special VIP service: the availability of a chauffeured car (or limo) from the airport with a show representative as guide from the airport to the exhibit. Get the VIP to commit to a specific hour of planned arrival.

6. One week before the show: Distribute the VIP arrival schedules to all exhibit personnel. Assign senior executives to receive VIPs. Prepare for special show-presents, refreshments, literature and availability of product specialists for special questions.

7. During the visit: Present each VIP with special name tag, key to VIP suite, information on evening entertainment, city map, etc., and complimentary portfolio. Include a small present for the spouse, even if the spouse is not attending. Have the show photographer take several shots of the VIP inspecting the exhibit. Serve refreshments in a special VIP area or suite. Introduce senior company officers. Arrange for special business meetings or product presentations.

8. At the closing of show: Conduct a short VIP debriefing meeting with all personnel in contact with the VIPs. List all special comments made to and made by VIPs for use in follow-up strategy.

9. Two days after show: Mail thank-you letters to VIPs and enclose several photos from the show. Also, answer all open questions and mail a set of all brochures your VIP showed interest in.

10. One week after show: Call the VIPs and inquire about: a) personal reactions to the show and b) specific ideas gained from their visit. Then, c) follow up on business discussions conducted during the show.