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Maximizing Trade Show Investment: The Importance of Effective Follow-Up

Maximizing Trade Show Investment: The Importance of Effective Follow-Up


Attending a trade show can be an exhilarating yet exhausting experience, especially when considering the work that awaits upon your return. However, this is a crucial moment where the true value of your investment in the trade show hinges on effective follow-up strategies.

1. Email Drip Campaign


Start with a simple email drip campaign. The first email should be a warm ‘thank you’ to the attendees for visiting your booth at the trade show. This helps in making a personal connection and reminds them of your interaction.

2. Call to Action


The second email should be more action-oriented. Invite the prospects for a further conversation, either over the phone or in person. Include an incentive for them to engage, such as a downloadable whitepaper or a brochure. This step is about providing value while encouraging them to take the next step in the engagement process.

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3. Direct Contact with Prospects


Now comes the challenging part – actively reaching out to these prospects. Remember, business won’t come to you automatically; you need to put in the effort to convert these prospects into customers. Personalized communication tailored to their interests or needs based on your interaction at the trade show can be particularly effective.



4. Managing Unresponsive Prospects


 For those who seem uninterested, don’t discard their contacts. Instead, place them in a ‘tickler file’ and plan to reach out again in about six months. Circumstances and needs can change over time, and what may not be an opportunity now could turn into one later.


In essence, treat a trade show not just as a standalone event but as an integral part of a broader, ongoing marketing campaign. Preparation for the show and the follow-up afterwards are equally important. Without a diligent follow-up strategy, a trade show can end up being just an expensive networking event with little return on investment. Active and thoughtful follow-up is key to turning those brief encounters into lasting business relationships.

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