Essential Trade Show Tips: What to Do When the Event Is Over

The trade show was a success. The crowds seemed to never end. You have handed out countless brochures. The trade show displays were well received by members of the business community as well as by consumers. Can you now sit back and relax? No! There are some essential trade show follow-up tips Charlotte professionals cannot do without – and relaxation is not part of the deal.

Open Lines of Communication with New Contacts

These are the folks whom you met at the trade show. You handed them your business card and they emailed, called or messaged you via social media. They are interested in your product, your company or your marketing approach. In a nutshell, they want more information and perhaps do business with you. Make it your priority to return all messages you have received and start the communication process.

Check up on the Current Clientele

One of the cardinal mistakes that newcomers to the trade show circuit make is the neglect of their established clientele. You gain nothing if you woo one new customer but three others jump ship because you never got back to them about their questions, orders or concerns. After opening lines of communication with those interested in learning more because of your trade show displays, it is now time to deal with the messages left by those customers who are already doing business with you.

Woo the Silent Contacts

You have exchanged business cards, email addresses or social media information. But you have not heard from these contacts. This is what to do after the trade show is over – preferably during the first two days – with the contacts who have been silent. Make contact. Express your appreciation for their interest in your business, product or service. Remind them of any promotional offers that you might have run during the trade show and invite them to take advantage of these special deals even now. Pitch your products, but go easy!

Categorize Leads and Assign a Return on Investment

You have kept track of all the expenses related to your advertising and trade show graphics. Charlotte business owners must now tally how many leads they walked away with. Putting this figure into perspective – simply divide the cost of attendance by the number of leads – reveals the cost per lead. Next, keep track of the number of leads that turn into new customers. You can do the division again at the end of the month to see how expensive it was to woo all these new customers. Categorizing your leads further helps you find out just how effective your marketing approach was.

Once you have measured the success of your trade show’s exhibit, it is time to re-evaluate your setup. Was the booth properly stocked? Should you have bought one or more additional iPad stands? Did you have too many banners but not enough tables and throws to generate name recognition for the folks who stepped closer for a good look? If you are thinking of revamping your setup before the next exhibition, talk to the friendly specialists at the Sign Factory for more information.