Maximize Your Trade Show Results with an Effective Post-Show Process

The trade show marketing equation does not end on the show floor. In order to maximize the effectiveness of your exhibit, there are a number of post-show steps you must take. Failure to complete any one of them will result in lower sales conversion rates, the inability to maximize ROI and damage to your chances of succeeding in the future.

Prioritizing leads is the first step in the post-show process, and should actually be considered prior to the show. While in the planning phase, you need to determine a scoring system for leads obtained, which should be based on their potential to purchase your products or services. While at the show you will then be able to give each visitor to your booth a score which will help you determine the best type of post-show communication to use. After the show, use the scores to split your leads into three different categories; those with an immediate need, those who are in the researching stage and those who do not have a current need and should be nurtured until they do.

Once you know where your leads rank, it is important to contact them while they are still hot. You will miss out on an enormous amount of potential sales if you don't start your follow-up process immediately and act continuously. As a general rule, you should send some type of follow-up communication to ALL leads within 1 week of the show. Any way you can personalize these messages will make a greater impact and bring you closer to securing a new client. Some best-practices for following up with leads in the various categories include:

1. Call each of your most serious prospects within 48 hours of the show. Their follow-up should be the most personal, so be sure to reiterate anything that was discussed at the show. You should also send out any additional information that was requested immediately - before the show even ends if possible. This will go a long way to prove that you care about their needs and follow through with your promises quickly.

2. For leads in the research phase, send your first contact within the first 2-4 days following the show. DO NOT send your entire 20-pound corporate package of literature (unless it was requested) or an obvious form letter. Instead, include a short generic informational piece that contains pertinent and relevant information about your company and the products/services you offer, your business card, any samples, price lists or reference sheets that will help speed the sales cycle and any specific information requested by each lead. Including an additional promotional product related to the theme of your booth can also be effective, as it will remind the attendee of their experience at your booth and keep your company in front of them throughout the buying cycle.

3. Leads being put into a nurturing program should receive a short email within the first week prior to the show. Say thank you for stopping by your booth, remind them of what you do, and extend any specials that are currently being offered.

While contacting each lead is necessary, the ultimate goal is to convert them into a sale. Extending a special post-show offer is always an effective way to accomplish this objective. Special offers encourage prospects to take action, or at least continue corresponding so you can further develop the relationship. When creating a post-show offer, make sure it's something that serious prospects will not be able to turn down. Incorporate discounted pricing or value-added services that will help make your prospects more successful and separate you from your biggest competitors. Be sure to include a deadline or expiration date on your offer, encouraging quick sales conversions.

Of course, while you would prefer that show-related sales happen immediately, that's almost never the case. Thus, your method of measuring success is one of the most important steps in your post-show process. True trade show success is not calculated by the number of visitors to your booth or the number of brochures handed out. What matters most is the sales dollars earned as a result of exhibiting. In order to view the complete picture, total the sales resulting from the show after 1-month, 3-months, 6-months and 12-months. This will not just tell you the ROI, but also give you an idea of the sales cycle length of prospects in different stages.

In addition to measuring sales dollars, you should also take alternative benefits from the show into consideration such as establishing your brand, community awareness and educating the public. In order to evaluate these non-monetary benefits, create your own standards for how these will be measured prior to the show, based on your company's goals for each.

Once your follow-up program is in full swing and you have an effective means for measuring sales, the last step in the trade show marketing equation is to learn from your experiences. Have your booth staff meet with representatives from each department to discuss what was learned from interacting with the attendees. Conversations with customers and prospects are the best ways to get an idea of what people want or need, as well as where your competition is upstaging you. Every member of your company can benefit greatly from discussing these issues while the conversations are still fresh. Consider any changes that will help to better meet your customers' needs as well as things you can do to improve your process for the next exhibition.