Interacting with potential customers at a trade show is essential, but what you do after that brief meeting determines the real success of the event. While attending PACK EXPO Las Vegas and Healthcare Packaging EXPO 2021, you may fall behind if you don’t have a proper post-show plan in place. Without a company-wide plan for post-show lead follow-up, your connections and exchanges will literally stay in Las Vegas.
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To get the most out of your exhibiting experience, don’t settle for substantial booth traffic alone. Your company’s actual goals are new sales and hopefully long-term customers, factors that depend heavily on efforts after the show. Simply put, keep the long game in mind. To optimize performance, consider these four critical tactics:
- Immediately after the show, send a quick thank you to all booth visitors reminding them of your products. Attendees leave an event with a ton of new information, and it’s crucial that you don’t get lost in the shuffle.
- Schedule six months of post-show follow-up to keep your brand top of mind among potential buyers during their research process. The further a potential customer gets from the show, the more important it is to maintain the relationship that started at PACK EXPO Las Vegas and Healthcare Packaging EXPO.
- Communicate across a variety of channels, creating ongoing opportunities for engagement with your brand. Don’t settle for just a phone call or one-off email. Investigate whether your new connection engages on social media and reach out via Twitter, Facebook, Instagram, or LinkedIn. Direct mail is also seeing a resurgence in effectiveness because it is different from what customers receive every day on laptops or mobile phones.
- Leverage show-related messaging in your campaigns. Use relevance to grab attention with messaging specific to the show. Highlight points that you connected on while engaged with the customer.
