While a lot of planning goes into the preparation for a tradeshow, few companies spend as much effort during the critical follow-up period after the show is over. It becomes easy to overlook follow-up activities after returning to work and finding a full inbox of e-mails, voicemails, and other deadlines to catch up on. Others assume that prospects will call them because they gave them their business card or brochure. Overall, tradeshow success requires immediate follow-up on leads generated from the show floor.
Here are a few tips to improve your follow-up strategy:
- Follow-up should begin before the show ends by taking detailed notes on each prospect you meet and rating them (such as hot, cold, etc.).
- Prioritize your follow-up plan, starting with the most serious prospects.
- While you should wait a day or so for attendees to get settled back into their offices, you want to follow-up quickly while your conversations are fresh in their memory.
- In addition to calling, send prospects you visited with personally an old fashioned, hand-written note via snail mail that addresses specific interests or needs the customer mentioned while visiting your booth.
- Send special gifts to qualified leads that will remind your prospect about your company, such as a flash drive, flashlight, or envelope opener. Avoid cheap token items such as pens which are given out in abundance at the show.
- E-mail all other booth attendees who provided e-mail contact information (regardless if they were a cold prospect) and tell them you will be in contact in the next few weeks, unless they need to reach you sooner. Whether or not they are ready in the buying cycle, you can create top of mind awareness for your business.
- Design and print follow-up postcards, as well as the bulk of a follow-up e-mail messaging prior to the trade show to save valuable time. When you return, you can easily personalize the message and send it out.
- Don’t assume prospects will contact you for more information, since they likely saw your competition as well and are waiting to see who can earn their business.
Let us know if you’d like help developing professional follow-up materials. Our creative experts can help you ensure you and your business will be remembered in a positive light!
Joe Gass @ Heritage Printing & Graphics
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.heritageprintingcharlotte.com
22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.com
Wide Format – signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
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