Pre-Event Marketing & Promotional Teaser Ideas

Marketing for an event can begin well before the doors open. Pre-event promotions give you an opportunity to introduce the event, build interest and provide potential attendees with a reason to remember the date. Invitations, direct mail, promotional products and digital communications can work together to create a coordinated campaign before the event begins.

Start With a Clear Event Message

Before selecting promotional items or designing invitations, determine what you want recipients to know and what action you want them to take. The message may be to register for a conference, visit your trade show booth, attend a grand opening, participate in a company event or learn about an upcoming product launch.

Keep the primary message easy to understand and make important information such as the date, location and next step easy to find.

Create Curiosity With a Teaser Campaign

A teaser does not have to reveal everything at once. A short message, creative invitation or small promotional item can introduce an idea and encourage the recipient to watch for additional information.

Teaser campaigns can be especially useful for product launches, sales meetings, trade shows, corporate events and other occasions where you want to build interest over time.

Use Promotional Products Before the Event

Promotional products do not have to be distributed only at the event. A branded item sent beforehand can become part of the invitation or reminder.

The product should relate to the audience, event or message whenever possible. A useful item can accompany an invitation, introduce an event theme or give recipients something they can bring with them when they attend.

Coordinate Direct Mail and Digital Communication

Physical and digital marketing can support each other. A mailed invitation or promotional package can direct recipients to an event website, registration page or other online destination for additional information.

Email and other digital communications can then provide reminders, updates and additional details as the event approaches. Using consistent branding and messaging across each communication helps connect the different parts of the campaign.

Give Attendees Something to Look Forward To

Pre-event communication can preview an activity, demonstration, giveaway, special presentation or other feature attendees will find at the event. For trade shows, a pre-show message might invite recipients to visit your booth for a demonstration or promotional item.

The goal is to provide a genuine reason to attend or visit rather than simply sending repeated reminders.

Keep the Campaign Consistent

Invitations, promotional products, event graphics, emails, signage and booth materials should look and sound like parts of the same campaign. Consistent colors, logos and messaging can help recipients recognize the event as additional communications arrive.

Plan Ahead for Customized Products

Pre-event promotional products need to arrive early enough to be distributed before the event. Allow time for product selection, artwork preparation, proof approval, production, shipping and distribution to recipients.

Working backward from the date you want the promotion to reach your audience can help determine when the project needs to begin.

Carry the Campaign Through the Event

A strong pre-event campaign should connect naturally with the event itself. The message or promotional theme introduced beforehand can continue through signage, displays, giveaways and other event materials, creating a consistent experience from the first invitation through the event.

Garrett Specialties can help you select promotional products for pre-event mailings, trade shows, product launches, corporate meetings, grand openings and other events. For assistance, call 1-800-320-1510.