EMT #16 with Neil P. Rogers - How Small Touches Create Big Wins at Trade Shows

Event Marketer's Toolbox

In this episode of Event Marketer’s Toolbox, Neil P. Rogers, a marketing and sales expert with over 37 years of experience, shares powerful insights on how small yet impactful gestures can create significant results at trade shows.

Neil draws on his extensive background in sales, promotional products, and his experience as a bartender to offer fresh perspectives on how event marketers can engage attendees and maximize ROI at trade shows.

From using creative pre-show mailers to ensuring proper booth staff training, Neil walks listeners through effective strategies to elevate their event marketing game.

🔹 The Power of Lumpy Mailers (Dimensional Mail)

Lumpy mailers, or dimensional mail, are incredibly effective for grabbing attention and driving traffic to your booth. These physical mailers have an exceptional open rate, as people are compelled to open them due to their unique shape.

“When a box shows up or a dimensional piece of mail, guess what? They're gonna open that thing. The open rate is a hundred percent.”

🔹 Using AI to Enhance Engagement

Neil discusses how combining traditional marketing tactics with AI can make a difference. For example, using a promotional item with a QR code that leads to a chatbot or landing page can encourage more interaction long after the event.

“The engagement starts right away and lasts long after the show.”

🔹 Hospitality at Trade Shows

Treating attendees with the same care and hospitality you’d give a guest at a bar or restaurant can make a lasting impact. This mindset, centered around kindness and attentiveness, translates into better engagement and follow-ups.

“How do you want to be treated? If you've come to a show, how do you want to be treated?”

🔹 Personalization Wins

Small personalized touches, like including the recipient’s name in a piece of promotional material (e.g., a calendar with their name on it), go a long way in making your audience feel valued.

“The sweetest sound somebody ever hears is their name.”

🔹 Post-Show Follow-Up: Go Beyond Emails

Follow up with prospects after the show in a way that makes them feel valued. Sending handwritten notes or including a small “lumpy” piece can differentiate your brand and leave a lasting impression.

“Shoot for a hundred percent. If somebody came by your booth, follow up in some form or fashion. Don’t be lazy.”

Neil P. Rogers offers timeless sales advice that resonates just as much at trade shows as it does in everyday business.

The key takeaway from this episode is simple: small touches, whether it's a lumpy mailer, a personalized gift, or a genuine interaction, can create big results. It’s the little things that make the difference between a forgettable experience and one that drives long-term success.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

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Chapters

1. EMT #16 with Neil P. Rogers - How Small Touches Create Big Wins at Trade Shows (00:00:00)

2. Meet Neil P. Rogers: A Marketing Expert and Author (00:01:40)

3. What are Lumpy Mailers and Why Do They Work? (00:04:10)

4. The Power of Personalization at Trade Shows (00:06:40)

5. Integrating AI into Traditional Marketing Methods (00:09:40)

6. Hospitality in Trade Shows: Creating Memorable Experiences (00:13:40)

7. Importance of Follow-Up and Going Beyond Emails (00:16:40)

8. Why Post-Show Follow-Up is Crucial for Success (00:21:40)

9. Real-World Examples: Turning Small Gestures into Big Results (00:25:40)

10. Final Takeaways for Event Marketers (00:32:40)

11. Where to Learn More About Neil and Rogers Marketing (00:37:40)