The Trade Show Is Over! Now What?

If you read our post from December about getting ramped up for trade shows, you know how important these events can be. It’s not just about handing out little trinkets that will sit in people’s junk drawers. During trade shows you work to get new prospective leads, keep up to date with trends in the industry, and strengthen relationships with existing clients. But, did you know that much of the actual business doesn’t occur until after the event? Does this boggle your mind? If so, read on for trade show tips Vancouver WA businesses need.

Always Follow-up on Leads!

You’d be amazed how many companies skip this simple and lucrative step. Nearly 80 percent of leads generated at trade shows are never followed up on according to a study by the Center for Exhibition Industry Research. Each lead you let fall through the cracks is a missed sales opportunity.

Many enterprises fail to pursue leads because they are unsure of how to proceed. First of all, you should follow up with all of your leads within 48 hours of the show. This can be done by phone or email. Start with the most serious prospects first. Be the consummate professional in all of your communications.

All booth attendees, whether they are a good prospect or not, should at least get an email from you that thanks them for coming to your booth, extends any offers made at the trade show, and promotes your product or service solutions. For the hot leads, also let them know that you’ll call to arrange a meeting to discuss next steps.

Do a Trade Show Debriefing

The second most important step after a trade show is to analyze how you did. When planning future events, you can identify things that’ll help you by just asking some simple questions after each trade show. For example, we write down answers to all of the following questions after an event:

  • What did we learn from others?
  • Was this the right trade show for us?
  • Was our booth functional?
  • What worked?
  • What did we learn about our competitors?
  • Did we meet the right people?
  • How was our booth location?
  • What didn’t work?

We save our answers to these questions and reference them before the next trade show as well as before we even sign up for the same trade show the following year.

In the following months, you’ll also want to track how many sales were driven by your trade show appearance. A common rule of thumb is that you should be able to make your money back from the event plus 50 percent within three months of the show.

Do Not Let Your Signage Gather Dust!

After the trade show, many businesses will just throw their displays into storage until the next event. However, often times, the trade show displays Vancouver WA companies use work well in lobbies and reception areas all year round. This is especially true with retractable banner stands. This will also make it easier for you to find these display items when the next trade show comes up!

The mighty sign makers at Specialty Graphic Solutions are your trade show experts. If you are ramping up for a big events, shoot us an email, and a member of our team will get back to you. Or, our handy button below makes it easy to get a free quote!