Promotional Products Articles & Promotional Newsletters Educational

There are three phases in trade show marketing: before-show, at-show and after-show. The before-show and at-show components will cost money. The after-show makes that money back. Yet exhibitors routinely focus least on this third, most crucial phase. They may spend several months in planning and thousands of dollars to make a strong impression at the show, but, according to the Center for Exhibition Industry Research (CEIR), 80 percent of trade show exhibitors make no attempt to follow up on their leads from a show, and when they do, the follow-up materials are often sent too late to be of use to the prospective client.

Perhaps the most important aspect of the after-show is timeliness. You should follow up on leads from the show immediately. Call, visit, and most certainly write. Send prospects all the information they request at the show, and do it as soon as humanly possible (i.e. within a week). Plan ahead to meet this timeline. Just as time was allotted for the trade show itself, time should be allotted for the after-show follow-up.

Be sure to include a promotional gift with the follow-up material - and preferably with the before- and at-show handouts as well. Thematically, the materials should flow together. For instance, if the theme of your booth at the show is the time your product or service will save the client, then send a free desk-clock emblazoned with your company logo along with the follow-up material.

Try using a unique package to make sure the follow-up you send is actually opened and reviewed. Use a premium shipping service, first of all, so that the package ends up in someone's hands rather than an inbox or mailroom. You can use plastic or wood rather than cardboard for the shipping material, or a triangular or circular package rather than square or rectangular. Be different and creative to ensure that extra attention is paid to your material.

Rather than just sending the follow-up material, try sending a sequence of mailings to firmly imprint your name into the prospect's memory. Send a postcard during the show, immediately after obtaining the contact information, letting the client know that the information they requested is on the way. Call, fax or email to express appreciation for visiting your booth. Send holiday cards, free samples, brochures and related articles. Frequency leads to familiarity.

After sending the requested follow-up material, and promotional gift, place a phone call to make sure the prospect received the gift. Use this as an opportunity to see if they need more information, or if you can do anything at all to increase the chance that they will use your company. If possible, try to set up a meeting, and if they agree to one, present another gift to thank them for their time.

Trade shows are an excellent opportunity to get your name out, increase your customer base, and keep current customers happy and thus loyal to your company. But these goals can only be fully realized by quickly and thoroughly following up on the leads you generate at the show. It is the sales generated by these leads that ultimately make the show a success or a failure.