When it’s all over… it’s not actually over
It’s interesting to note that 8 out of 10 exhibitors never follow up leads after an exhibition.
There seems to be more of a focus on catching up on work back in the office after being away for a week. BUT what about all those leads generated at the exhibition thanks to the great exposure you just had? What do 20% of exhibitors, who considered the show a success, know that you don’t? The fact is they are building solid relationships based on trust and reliability.
You’ve no doubt heard the expression, ‘you’re only as good as your last show’, but those exhibitors in the 20% range are building ongoing business after their shows, where so many others are not.
Don’t let your ego take over the message!
An exhibition is all about delivering your audience to your stand. But sometimes exhibitors become more obsessed with their company name than the message that connects them to their customers.
Think about a sign that gets their attention and isn’t necessarily your company name. Even a modular display fascia sign can be used to get attention and there is no rule to say it has to be your business name. If you use it to communicate a message instead, just think about how that message would work when applied to your pre-promotion activity right through to the onsite guide/directory.
The message could be the benefit, i.e. what you can offer, followed by your company name (the second message) as the solution!
This is when it’s really important to nominate someone to follow up on customer leads and track the results. All visitors need to be contacted either on the date you agreed to, or within the week. Their details should be added to your database with a plan to stay in touch and if you have too many leads, either apply more resources or have a system to rate the most important ones.
Use these seven steps as a checklist to navigate your way to better service and sales.
- Send samples or printed material if you agreed to do so. Then follow up to ensure they received it.
- If you agreed to document an offer or proposal, send it to them on the arranged date. If you can’t make that deadline, contact them and stay in touch.
- If you have agreed to a personal appointment, ask for a range of dates and times that suit them.
- Stay in contact ‘personally’. I suggest phoning is best as emails can be deleted too easily and ultimately don’t build relationships.
- Do a ‘thank you’ mailing to the leads you have captured. It’s such a simple thing but companies rarely say thank you for just talking to them. Create cut through by being different and, at the same time, reinforce your company and products.
- Don’t forget the media. If they called you it’s important to thank them and send follow up information about your products/services. If they didn’t call in and see you, contact them anyway and let them know you’re sorry you didn’t see them as you had so many new and interesting things. Then include some material so they don’t feel they’ve missed out.
- If you know which clients/customers didn’t attend the show, send them a letter saying you’re sorry you missed them and include any newsworthy information about new releases. It shows you care about them.
They’ll find your care and consideration compelling when so many of your colleagues are not following up or nurturing their relationships beyond the exhibition floor. Studies show memory retention from an exhibition lasts far longer (up to 6 – 9 months) than other forms of media communication, so you’d be mad not to use it to your advantage.
See you on the floor… and maybe after!
For more great tips, simply click on the EXHIBITIPS tab on the menu bar at the top of this page.
