Once you’ve done all the hard work, set up a trade show booth, showcased your products and services to exhibit hall attendees and potential customers, and packed up for the day, there are a few after-the-show do’s and don’ts you should definitely consider.
We are going to share our top do’s that’ll help yield more sales, as well as the top don’ts, that could lose you the valuable leads you worked so hard for.
After-the-Show Do’s
1) Follow Up Email
Attending a conference or a trade show is usually an all-day event and it can get exhausting. The attendees absorb a lot of information and make many new connections; which is why they might not necessarily remember you or have your business card in their wallets when they get home. It’s up to you to send out a follow-up email that reminds them of their conversation with you. We recommend sending the follow-up email on the evening of the day of the show.
2) Virtual Connections
There’s nothing wrong with sending out a LinkedIn request or liking a Facebook page. It’s a great way to strengthen the lead without being overly obnoxious. Once you interact modestly online, follow up with a phone call to gauge their interest.
3) Measure Results
In order to assess and improve your trade show strategy, you need to be measuring the total cost, number of leads in relation to the cost, and the number of sales secured per trade show. Once you compile this data, you can determine which shows yield better returns on your investment.
4) Review and Adjust
What worked and what didn’t work that day? Think about everything from the set up until the booth dismantle and make sure to note what you can do better next time.
After-the-Show Don’ts
1) Be Annoying
No one wants to receive 4 emails per day following a trade show. One email is enough, and if you are afraid it went to spam, then sending a LinkedIn message as well is fair. Otherwise, let these people come to you. Don’t be annoying!
2) Forget Promises
If you promised an investor a whitepaper or a potential customer an answer to a technical question about your product, make sure you follow through with those promises.
3) Forget Prizes
If you had prizes or giveaways that day, do not forget to reward the winners and showcase it on your social media. You don’t want to look dishonest or cheap to your potential customers.
4) Forget Names
It’s really great etiquette to send a thank you note or some kind of indication that you appreciated everyone who showed up. It shows you are willing to go the extra mile. Also, do NOT forget names — generic emails don’t feel personal and will most likely not get read or end up in the trash.
Trade shows come with their own unique sets of etiquette and procedures, no doubt. If this is your first trade show, fear not — our list above is a good guideline to follow.
