How Trade Shows Work

Filling the Fulfillment Package

About 90% of all literature picked up by people at trade shows never makes it back to their office.
How do you decide what to put in your fulfillment packages? It's never as easy as it sounds. For one thing, you don't want to simply send the same things your visitors picked up at the show (reason number one for not displaying every piece of literature your company offers at your trade shows). You also don't want to overload them with expensive literature that they will just throw in the trash.

For these reasons, a well done but economical overview piece for your company is essential. It can be used for either pre- or post-show mailings, as well as for a simple informational piece for your "general" response packages and other mass mailings.

There should be some variation in the contents of your fulfillment packages. If you did a pre-show mailing, you should first take that mailing list and pull out the names of those who actually came to the booth (excluding the fish bowl people). To the remainder of that list, send a very basic package outlining your company's product or service line. Speak specifically about the success of the show and make sure you include an offer in the letter to encourage the reader to act.

To the contacts you made at the booth, send letters and contents specifically addressing their requests. These packages need to be personalized and should also include a specific offer that will encourage the contact to take action. Also, remember to state that a representative will be contacting the person by phone, and provide a range of dates for the contact time.

If you don't have phone numbers from the show, invest in one of the business directories on CD, such as those available at, that provide company contact information.