It’s chili night! Thankfully, you found the perfect recipe. You got the ingredients. You followed directions perfectly. From the first bite, it’s clear: this is the best chili you’ve ever made.

Job is done, right?

WRONG.

There’s even more value to gain!

That’s because chili leftovers are just as good—some would say even better—as what you already ate.

I’m giving this long-winded and delicious metaphor for a reason: chili night is a lot like exhibiting at a trade show. A lot of people think all the value has been squeezed once the show is done, when in fact, post-show follow ups are where the real magic can happen.

Go In With A Plan

Develop a game plan prior to the start of the trade show that allows your organization to easily capture and organize attendee information. Be sure to include pertinent notes on conversations while they are top of mind that can be used in later follow-up.

Organize & Categorize

Assign a score or value to each name within your contact sheet to help inform what next steps look like. For example, a conversation with someone who wants to delve deeper into your organization’s offerings for an upcoming project should receive a higher ranking than an attendee who wandered to your booth but didn’t engage with the team or products.

Determine Channels

Once your contact list is sorted, determine which method is the most valuable to connect with them.

Attendees with a more generalized interest in your booth may be open to reviewing content from the show touted through social channels.
Folks with expressed interest but no immediate asks may want to learn more about the company through informational emails or targeted social campaigns, giving them the opportunity to explore the brand on their own.
Hot leads with an immediate need should receive tailored, valuable follow up directly from the original point of contact.

Gain Trust

Leverage your follow up communications to develop trust with recipients and establish your organization as an expert. Provide relevant, helpful information that captures attention and intrigues people to learn more and take pertinent actions: fill out a form, call a sales team member, schedule time for a call, etc.

Continue to Nurture

Evaluate the value of each contact periodically so that you can refine communication as needed and prioritize audience groups. Tread lightly on sales-oriented messaging. Instead, opt for an approachable and helpful tone to avoid alienating contacts.

Take the Pressure Off

For so many companies, you can feel the tension they feel during a trade show. Everything has to go well, because this is the only shot!

But that’s not actually true. Because of all the follow up you’ll be doing, some of the pressure of the event itself can be removed. So take a deep breath and celebrate a bit during show week. You’re here, you’re ready. Stay loose and have fun, because follow ups will do a lot of the work you thought you had to do.

Let Ivor Andrew help you get the most out of your post-show follow up. Reach out today!

The Secret Ingredient in Trade Show Success: Follow Ups