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Print Show proves power of direct mail

With their next event now in sight, organisers of The Print Show opted to practice what they preached in the build up to the inaugural event in 2015 after utilising direct mail to connect with the industry and generate interest in the show.

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More than 2,000 people brought along their golden ticket to The Print Show and were entered into daily prize draws, which featured prizes such as an Epson SureColor T5200D

With the likes of Ricoh, Konica Minolta, Morgana and Grafityp in attendance, the inaugural show proved to be a hit, attracting 5,384 visitors over the three days. However, event director Chris Davies has now revealed that this incredible achievement for a show in its first year would not have been possible without a direct mail campaign that ran during the build up to the event.

The Print Show team took it upon themselves to come up with a campaign that appealed to not only those that had pre-registered for the show, but also other members of the industry that were likely to be interested in attending. Around 20,000 pieces of direct mail were produced and distributed to the exhibition’s entire database, which features companies from across the UK. 

Each piece of direct mail also came complete with a golden ticket, which visitors were urged to bring with them in order to be scanned and entered into daily prize draws at the show


Working in partnership with direct mail specialist Amethyst Mailing, The Print Show team came up with two types of direct mail to distribute.

The first piece for those that had preregistered was designed in the style of a handwritten note and featured the person’s name, their personal ID bar code and a personal message tailored to each individual to match the demographic of their company.

The second piece of direct mail was designed for non-preregistered people on the organiser’s database, featuring the same personalised messages as the first piece, but instead urging them to pre-register for the event and to bring the ticket with them to receive their badge at the show.

Each piece of direct mail also came complete with a golden ticket, which visitors were urged to bring with them in order to be scanned and entered into daily prize draws at the show. The star prize on offer was an Epson SureColor T5200D, won by Emma Tomlinson of Carton Edge, while other prizes included Pentax K-S2 cameras, £1,500 of Virgin Gift Cards, Pantone Capsure and Formula Guide Bundles.


A look back at last year's Print Show


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