The trade show is over, and you have a bunch of new information and leads. Now what? Just like having a plan for before the show and during, you need one for after the show. These post-show tips will guide you through what you should do post trade show.
Organize your data
After a trade show, your team will have a lot of notes from speakers, demonstrations, conversations with other booths and companies, and personal notes. Having so many notes can cause a mess. Make sure you organize your written thoughts well before going through everything. Categorize everything and type them up if that helps. This way, you’ll be able to share your notes with other employees and you can collaboratively learn from the post-show information. This will make your follow-up emails and blog posts much easier to do.
Have a follow-up strategy
Before the trade show, you should have a pre-show strategy, a strategy for the floor during the show, and a post-show strategy. This will make your life much easier so you can just fill in the blanks when it’s time to dive into it. If there will be a bunch of different blogs, assign them accordingly to your writers so they know what they’ll be writing and will prepare for it. A simply laid out follow-up strategy will help you prioritize and organize in the correct ways.
Prompt response to show leads
It is crucial that you get an email out to your new leads from the trade show right away. A prompt, professional, tailored response is a great way to make your company stand out from the competition who may take days to respond. Putting together an email and blasting it to your new leads will show that you care about them joining your family of clients. Make sure you edit pictures, videos, and anything you were going to add into the email as soon as you get back to the office and send it out right away so that you stay top of mind.
Prioritize your leads
So you just got back from a trade show and you have a bunch of leads you want to connect with further. It’s great to send them all that initial follow-up email, but some leads are going to be a bit more important to you than others. Prioritize your leads so that you personally talk to the most important ones first. These leads may be ready to jump in faster than other leads that may just be interested in learning more about your business and services. They are important too, but make sure you reach out to those that are ready to use your business sooner rather than later, first.
Make your call-to-action specific
If you make your call-to-action more specific at the bottom of your email, it’ll be more personal than the typical, “to learn more” or “for more information.” Stay away from the generic buttons and write something that has to do with your company. Lay out exactly what they’ll get when they take that next step. Being clear and concise with your call-to-action will help build trust and increase the chances of starting a lasting relationship.
Like responding to your leads quickly, your clients that attended the show and those that didn’t would like to receive a follow-up. Put together an email that explains how the show went, how well your booth did, what kind of prizes or raffles your booth had, and more. This will give the clients that stayed home some information on how you did, as well as remind those that attended who you are. This is a good place to either announce a winner to your raffle or tell them that you didn’t forget and to stay tuned.
Nurture your new connections through social media
Along with email follow-ups, be sure to reach out to your new connections through social media channels. Following other businesses that you’ve met or potential clients on social media will keep them informed about your company and show them that you didn’t forget about them. Most social media channels are fine, but LinkedIn should be your first priority in most cases. Connecting on LinkedIn opens up the possibility for other connections of your contact to see you as a potential source. You follow one and you just might get more in return.
Blog and tweet
After the event, be sure to post articles or blogs to recap the events, speakers, and demonstrations that took place at the show. You’ll want to include what your favorite parts were, what kind of booths there were alongside yours, and just about anything that’ll give the outsiders a taste of what you participated in. Your blog posts about the show may even inspire other businesses that didn’t participate, to go to the next show and have their own booths. Include the takeaways, what your personal experience was like, and what benefits came from the show. You don’t only have to recap the show in a blog, but write some blogs about certain topics you learned about. For example, if you learned about ways to make our Earth and communities cleaner, write about that! Make sure to post these blogs on social media as well! Your followers want to hear about it, and social media platforms are the best places to share your thoughts and experiences.
Have a debriefing meeting with your team
An internal follow-up is just as beneficial as the follow-ups with your leads. Touching base with your team after the event to discuss what worked, what didn’t, and ideas for the next convention will make your next exhibiting experience even better. If something didn’t work, either brainstorm together to see how it can be changed or if it should be removed from future plans. If something worked well, think about how you can update and improve it for next time. Some of your team may have noticed other booths doing something that you didn’t think of. Now is the time to discuss it and see if you can come up with something even better for the next show.
Get creative to stand out
Getting creative to stand out from all the follow-up noise is crucial. You don’t want your emails to sound like all of the others that your leads are receiving. Put together an informative, playful video to include in your email. Think of something that some people might not think about. A generic follow-up email will help but might be ignored by most. If your email is fun, engaging, and different, you’ll lock those leads in quickly.
Hopefully these tips helped you come up with some ways to manage your post-show strategies. There are other things you can do, but these 10 tips are crucial when planning your post-show plans. Follow these and you’ll be good to go!