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Maximizing Trade Show Success: The Critical Post-Show Follow-Up

Writer's picture: Alison FrenchAlison French

Welcome to the final installment of our trade show mastery series! You've prepared meticulously and executed brilliantly on the show floor. Now, it's time to turn those promising conversations into concrete business opportunities. Let's dive into the strategies that will help you maximize your ROI long after the booth lights dim.


trade show follow-up for success

1. Act Fast with Immediate Follow-Ups


The clock starts ticking as soon as the show ends:


- Send personalized "great to meet you" emails within 24-48 hours

- Connect on LinkedIn with a custom message referencing your conversation

- For hot leads, consider a phone call to schedule a more in-depth discussion


Remember, your prospects are likely being contacted by multiple vendors. Speed and personalization are your allies in standing out.


2. Organize and Prioritize Your Leads


Before diving into outreach, take time to structure your approach:


- Use a tool like ShowScout to centralize all your trade show data

- Categorize leads based on interest level and potential value

- Identify any immediate action items or promised follow-ups


3. Leverage Technology for Efficient Follow-Up


Automation can be a game-changer in post-show outreach:


- Set up drip email campaigns tailored to different lead categories

- Use your CRM to schedule reminders for personalized check-ins

- Consider AI-powered tools to help prioritize and manage your pipeline


4. Provide Value Beyond the Sale


Keep the momentum going by positioning yourself as a trusted resource:


- Share relevant content that addresses pain points discussed at the show

- Offer a free consultation or demo to dive deeper into their needs

- Invite leads to upcoming webinars or events related to their interests


5. Multi-Channel Engagement


Don't limit yourself to email — engage across multiple touchpoints:


- Share insightful LinkedIn posts and tag relevant contacts

- Use retargeting ads to stay visible to your trade show prospects

- For high-value leads, consider personalized direct mail pieces


6. Nurture Longer-Term Prospects


Not every lead will be ready to buy immediately. Develop a strategy for keeping warm leads engaged:


- Create a nurture sequence with valuable, non-salesy content

- Set reminders to check in periodically with personal messages

- Invite them to industry events or introduce them to valuable connections


7. Analyze and Optimize


Use data to refine your approach:


- Track key metrics like response rates, meeting bookings, and eventual conversions

- Identify which follow-up methods are most effective for different lead types

- Use these insights to improve your strategy for future events


8. Close the Loop with Your Team


Ensure everyone is aligned on post-show actions:


- Hold a debrief meeting to share insights and success stories

- Update your CRM with detailed notes and next steps for each lead

- Assign clear ownership for follow-up tasks to avoid duplication or missed opportunities


9. Turn Insights into Future Success


Use what you've learned to enhance your overall marketing and sales strategy:


- Identify common pain points or objections to refine your messaging

- Note any product features or services that garnered particular interest

- Use attendee feedback to inform future product development or service offerings


10. Plan for the Next Event


While following up on this show, start laying the groundwork for future success:


- Note which aspects of your trade show strategy were most effective

- Begin researching and planning for your next event

- Consider how to re-engage with these leads at future trade shows


Remember, the true value of a trade show often lies in the relationships you nurture long after the event ends. By implementing a structured, persistent, and value-driven follow-up strategy, you can transform those initial connections into lasting business relationships and substantial ROI.


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Ready to supercharge your post-show follow-up and maximize your trade show investment? Book a discovery call to learn how LTO can supercharge your trade show strategy and set you up for success.


Thank you for joining us on this journey to trade show mastery. By implementing the strategies we've covered in this series — from pre-show preparation to on-site execution and post-show follow-up — you're well on your way to becoming a true trade show champion. Here's to your continued success in turning those event connections into valuable business opportunities!


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