After having some very long conversations with vendors at ad:tech, it is pretty interesting to see the various types of follow-ups. Many companies just threw me on a newsletter list. An alarming amount of companies sent nothing at all. Perhaps they did not have a strategy for following up prior to the show?
Here are two of my favorite follow-ups in no particular order.
1. A voicemail left for me very early in the morning (6am). Guess he didn’t notice I was based out of California. That’s ok. What was funny is that he sounded like an awkward teenager hastily reading a script, trying to sprinkle in my first name as heavily as he could.
2. An email from a company where I must have dropped my business card in the fish bowl for some prize. The email did not reference the prize.
Unfortunately, you were not one of our winners, but you have still a chance to boost your email marketing results for FREE! Just sign up for a free _______ new account and get our exclusive Marketing Secrets Guide at ….
Why does this second follow-up response make me feel like doing anything in the world but visiting their link? When a company puts your first name in a merge field at least you can pretend it is a personal note. Somehow this offer doesn’t feel very ‘exclusive’ or full of actual secrets just for me, mrs. contact person. When a name isn’t used in a personal style email one gets the sense the company is trying to speak to AT them rather than TO them. Taking the time to do show follow-ups makes the difference.
I will be at Dreamforce this week. Hope to see you there!¬† @annebot.