It’s All In The Follow-Through: The Importance of Post-Show

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NAFEM 2015 has come and gone. Your booth looked great. The traffic exceeded expectations. There were great conversations had, collateral picked up and badges scanned. Success!

Well, maybe. Consider that every genuinely interested lead that came through your booth also walked through dozens of other booths. Your branded flash drives are now swimming in the bottom of briefcases, and the great information shared is no longer top of mind as your prospects play email catch-up and try to digest all that they learned and saw at the show.

Earlier this year I watched a webinar that shared the following statistic from The Center for Exhibition Research: 80% of leads gathered at a show are not followed up with. That’s a staggering statistic considering these people have essentially said, “Hey, I’m interested in what you offer, and I’m the right person to be talking to.”

Ideally, we’ve all planned out our post-show strategy weeks in advance, but as we rush to complete graphics and prep the sales team, sometimes post-show seems to be one of those things you can deal with post-show.

But it’s not too late. Here are some easy and quick ideas:

  • Send out a post-show e-blast reminding leads of key messages and offering links to helpful resources
  • Invite leads to watch an online presentation
  • Split up leads among sales people for personal calls and emails (though be careful with copy/paste or generic follow-ups—this can get you in trouble)
  • Add these contacts to your distribution list for future e-marketing

And most importantly, as you look ahead to the next trade show, be sure that post-show is on your mind so that you can be prepared with a strategic, creative plan of making the most of the leads. After all, isn’t getting the leads a primary reason for doing trade shows?

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