Create an After Expo Plan

What do you do when you get back to the office after a trade show?

Once you get back to your office; schedule a meeting with your sales manager to review the leads and assign them to the appropriate sales person for follow up. Make sure the person who receives the lead is accountable for calling them in a timely manner and make sure they have been given detailed notes on the conversation from the booth. Most importantly, periodically check in with each sales person on their progress with their leads and if any business has been closed as a result of your marketing efforts at the show. By doing so, you will have some quantifiable data to give you an accurate ROI from your trade show participation.

Prepare ideas for follow-up a week, month, 3 months, 6 months, and even 10 months out. What level of attendee should receive the appropriate amount of follow-up? That depends on the conversations you are having, and the type of services you provide.

Consider ways to reach out to your prospects that include data they can use (like an article from a magazine or website). If you use email follow-up (like everyone), how will your message stand out? Are you visible year round with advertising, involvement, or even written articles? Soft visibility is important to build trust.

Personalization goes a long way with everyone. For great prospects, consider a hand-written note immediately following the event to thank them for visiting your booth. The sooner you make contact after the EXPO closes, the more apt the prospect is going to remember your conversation.