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Beyond Handshakes: The Steps to Achieving Post-Show Success

5 min read
Aug 14, 2023 7:00:00 AM

You did it! Your recent trade show was a success, and you had the opportunity to showcase your brand, network with potential customers, and generate valuable leads. But the journey doesn't end when the event concludes. In fact, the real work begins after the show is over.

According to Spotio, 80% of sales require five follow-up calls following the meeting, and 44% of sales professionals give up after one follow-up. What's more daunting is 50% of customers choose the vendor who responds first, so being quick yet strategic in contacting your trade show leads will make or break your lead efforts.  

To ensure you make the most of your trade show investment and maintain the momentum, here are a few post-show tips to turn your trade show success into long-term business growth.

Follow-Up for Lasting Impressions

In the fast-paced world of lead generation, timely follow-up is paramount. Don't let valuable connections slip away—take the initiative to reach out promptly to booth visitors via email or other communication channels. Personalizing your messages adds a special touch, reinforcing the memory of your interaction and conveying sincere appreciation for their interest.

Take this opportunity to fulfill any inquiries or provide supplementary information, demonstrating your commitment to meeting their needs. By responding swiftly, you not only exhibit professionalism but also ensure your brand remains at the forefront of their thoughts, fostering lasting impressions.

Segment Your Contacts and Prioritize Leads 

After receiving the trade show attendee and exhibitor list, you may have the urge to contact those on that list right away. The greater the number of individuals you can reach, the better, right? Absolutely not! Segmenting your contacts into lead nurturing, Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL), or another type of personalization will allow you to visually see the opportunities and green lights. 

Once you have a segmented list of contacts to reach out to, use the first two days after the trade show to write a personal follow-up email. This is an excellent way to follow up after a trade show. The earlier, the better, since your lead will be more likely to remember who you are and what you said, and after sending the email, it's also a good idea to call warm leads.

Professional woman typing on laptop computer – productivity at work

Nurturing Leads with Post-Trade Show Emails Campaigns

At the very least, thank everyone who stopped by your booth in an email. Keep in mind that your interactions should be pertinent, tailored, and consistent and offer valuable material when you create your follow-up email campaign. You should not try to close leads immediately away; instead, you should nurture them. Keep your emails brief, pleasant, and direct.

Email 1:

It's crucial to express gratitude for their visit in your initial follow-up email. To let them know who you are, send them a picture or a video of your booth.  As a thank you, you could make them an offer or special pricing, and depending on how the conversation went at the show, this could be a good time to introduce a call to action while the conversation and excitement are fresh in their mind. Keep a casual and friendly tone but provide value to the needs and interests they expressed at the show.

Email 2:

One to two days after the first initial email was sent, schedule email number two. Include a clear call to action along with any other relevant information to nudge the contact along the pipeline. It's crucial to refrain from making a hard sale just now. Doing so may scare potential customers away from your brand. Simply keep delivering high-quality, pertinent information. Think about the difficulties they could be experiencing and how your business might assist them in overcoming those difficulties. Don’t be afraid to send a follow-up email if there is no response after a few days, it is a busy time of the season for everyone, and it is very easy for emails to get lost.  

Email 3:

After the first few emails are sent, regularly send high-quality information with clear calls to action. Stick to a schedule when sending your emails to ensure that the frequency corresponds to your audience's preferences without overloading them with too many messages. This could be done weekly or monthly, and doing so will keep your brand at the top of their minds when they need your product or service. 

Tracking and analyzing the efficacy of your email campaign will provide vital insights into the engagement and preferences of your prospects, allowing you to adjust your plans for future trade shows and marketing activities. 

Engage Your Audience through Social Media

Gif of iPhone scrolling through instagram social.Share highlights from the trade show on your social media platforms and website. Utilize photos, videos, and testimonials to showcase your booth's success and the positive impact you made. Leverage this content to engage with your audience and attract new followers. Also, use social media to connect with your leads and like, comment, follow, and participate in their pages and posts.

Remember, a successful trade show doesn't end when you pack up your booth. The post-trade show period is a critical phase that determines the long-term benefits. We all know how hectic post-trade shows are, but planning ahead and developing your trade show follow-up strategy before the event will make post-show follow-up a breeze. Before you head to your next show, prepare with these 14 tips to make the weeks leading up to the tradeshow seamless. By taking advantage of these tips, you'll be well-equipped to capitalize on your trade show success and propel your business to new heights.

Want to give more power to your leads before, during, and after trade shows? Custom assortments and digital catalogs are powerful ways to present your line and bring your products to life. RepSpark's interactive, flippable, and clickable Digital Catalog mimics the in-person experience by allowing buyers to mark up the catalog with notes, favorites, and ratings or instantly place purchases. Create shoppable catalogs that can be shared with specific purchasers based on their past purchases and notes. 

Trade shows require time and energy; let us help you provide true B2B collaboration so you can focus on a successful trade show! Schedule a demo with our team to learn the tailored B2B solutions you can take to your next show.

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