Post Show Support
Post-Show:
- With whom do you follow up first?
- What system do you use in follow up?
- How long should the follow up process take?
The size, location and complexity of your B2B trade show can dictate how you follow up on your participation. This can begin as early as during the actual event (over a meal, hospitality or other “On Site” activity) and go on for several days, weeks or months thereafter. For local or regional repeating events, as well as the widely spaced domestic and international “Mega-Shows”, follow up is important and should be started quickly. Post-show follow up also falls into the Strategic and Logistic categories, and unless addressed in that order, can greatly (and negatively) effect your participation ROI.
STRATEGIC Considerations:
- Have your follow up procedure as an integral component of your PRE-show preparation
- Based on information received from delegates during a show, establish your follow up priority
- What is sent to whom and by what means – email, snail mail, personal delivery?
- Based on urgency and audience interest level, determine follow up campaign schedule/ time table
TACTICAL Considerations:
- Have collateral material, thank you letters/cards, follow up gifts, etc. PRE prepared
- Integrate all viable show prospects into your marketing/sales database and CRM program
- Have marketing/sales staff agreed to STAY PUT if show (and market) is “Out of Town”
- Utilize/integrate events/comments/orders placed at show in your post show follow up efforts
Using the Show Dynamics information gathering tools from the show and properly integrating this into your ongoing marketing and sales program, your post event follow up virtually assures you positive, measurable and quantifiable ROI. Contact us today for a FREE evaluation of your current B2B trade show participation program.
Call 832-372-6900 or email today regarding your Post-Show needs.