The success of your overall event participation hinges on the effectiveness of your trade show follow-up strategies.
You might be surprised to learn that a whopping 80% of trade show leads never receive follow-up efforts. Companies invest thousands of dollars in booth space, promotional materials, travel, and staffing, only to let these valuable connections slip away. To maximize the benefits of exhibit participation, it’s crucial to implement a structured trade show follow-up strategy that prioritizes timely outreach, personalized communication, and effective lead management.
Read on as we outline seven essential guidelines to help you convert those valuable warm leads into rewarding partnerships.
1. Create a nurturing plan.
Don’t simply dump show leads into your marketing database or sign them up for your monthly newsletter. Develop a tailored plan for ongoing lead nurturing that extends beyond the initial follow-up email. Consider a series of two to three triggered emails in the days following the show, each offering different types of informative content to keep the relationship alive. If prospects don’t hear from you for weeks, they’re likely to forget you and your company.
2. Start promptly.
Your email campaign should be ready to launch, ensuring initial response emails are sent as soon as leads are entered into the system. A prompt, professional response sets your company apart from the competition, demonstrating that you are competent, responsive, and eager to engage.
3. Customize your communications.
Using the same tired follow-up email to every attendee is a surefire way to get your message ignored. Craft a series of tailored messages that reference specific conversations or interests expressed during the show. Be sure to include the trade show name in the subject lines and first paragraphs so recipients immediately connect the follow-up to their experience.
4. Make your call to action specific.
Never say “Learn more” or “For more information.” Instead, provide the prospect specific, tangible options for engaging with your company such as, “Download our free white paper” or “Request a demo”. This clarity encourages immediate action and showcases the value you offer.
5. Personalize the signatures.
End each email with the name of the assigned representative for that prospect. Include the rep’s phone number and personal email to foster a direct connection. This human touch can make a bigger difference in response rates than you might think.
6. Use multiple channels.
Don’t rely solely on email for follow-up. Consider reaching out through social media, phone calls, or handwritten notes. A multi-channel approach can reinforce your message, create interest, and enhance your chances of re-engagement.
7. Measure and refine your strategy.
After your follow-up campaign, analyze the results. Track the rates for opens, responses, and conversions to identify what worked and what didn’t. Use this data to refine future strategies and ensure continuous improvement in your trade show follow-up efforts.
By implementing these trade show follow-up guidelines, you can turn event leads into lasting partnerships and significantly enhance your return on investment. Don’t let your hard work go to waste—take proactive steps to stay connected and cultivate those attendee relationships.
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About Adler Display: For over 85 years, Adler Display has been one of the best-kept secrets behind so many businesses looking their best. Designing and producing a wide variety of high-quality recognition displays, trade show displays, signage and exhibits, lobby and corporate interiors, and historical timelines, Adler’s expert team includes consultants, designers, project managers, and fabricators. Working from a 17,000-square-foot facility in Baltimore that includes a precision woodworking shop, Adler Display handles printing, construction, and finishing on site. Learn how to achieve your imaging goals and make your business look amazing at: www.AdlerDisplay.com.