The booths are packed up, your feet are sore, but your work isn't over yet. In fact, the real magic happens after the show floor goes quiet. Today, we're diving into the art of the follow-up—your secret weapon for turning those fleeting trade show interactions into lasting business relationships. Ready to make your post-show strategy sizzle? Let's dive in!
Strike While the Iron is Hot
The key to effective follow-up is speed. Here's your immediate action plan:
1. Prioritize Scheduling:
- Reach out to both connections you made and those you missed
- With the show fresh in everyone's minds, it's the perfect time to continue conversations
2. Create a Detailed Wrap-Up Report:
- Include booths visited, notable speakers, key takeaways, and overall impressions
- Share this with your corporate marketing team within 12 hours of the show's end
- This allows them to leverage your insights in their own post-show outreach
Mastering LinkedIn for Post-Show Engagement
LinkedIn is your stage for ongoing relationship building. Here's how to shine:
1. Share Your Company's Official Wrap-Up:
- Add your personal commentary to increase engagement
- Tag influential speakers and companies to boost visibility
2. Post Your Own Insights:
- Highlight connections you made with alumni
- Give shout-outs to impressive people you met
3. Maintain Consistent Posting:
- Share industry-relevant articles and insights
- Mix in personal posts to humanize your brand
Pro Tip: Combine online and offline tactics. A well-timed handwritten note or thoughtful gift can break through the digital noise and make a lasting impression.
Email: Your Nurture and Convert Powerhouse
Develop a strategic email follow-up sequence:
1. First Email (2-3 days post-show):
- Express gratitude for the connection
- Highlight your desire to continue the conversation
2. Second Email (10 days post-show):
- Acknowledge potential post-show chaos
- Reiterate your interest in connecting
3. Third Email (3 weeks post-show):
- Personalize based on your in-person discussion
- Clearly articulate your value proposition
4. Fourth Email (5-6 weeks post-show):
- Share relevant industry content
- Keep it light - no hard sell
Continue regular outreach every 4-6 weeks, positioning yourself as a valuable resource.
Direct Mail: The Tangible Touch
In a sea of digital communication, physical mail can make you stand out:
- Send handwritten notes or thoughtful gifts
- Consider items that tie into the show's location for a personal touch
- Use automation tools for handwritten notes to make this process scalable
The Show Must Go On... On Your Website
Remember, all roads should lead back to your website:
- Optimize for pixel capture to enable retargeting ads
- This keeps your brand visible long after the show, maximizing your investment
Key Takeaways: Your Post TradeShow Follow-Up Action Plan
1. Speed is Key:
- Compile and share your show wrap-up report within 12 hours
- Start scheduling follow-up meetings immediately
2. Leverage LinkedIn:
- Share your company's official recap with personal commentary
- Maintain consistent, valuable posting to stay visible
3. Email Strategically:
- Develop a multi-touch email sequence
- Balance personalization with scalability
4. Don't Neglect Direct Mail:
- Use physical touchpoints to stand out from digital clutter
5. Prioritize Website Traffic:
- Ensure all follow-up activities drive prospects back to your optimized website
Remember, effective follow-up is about providing ongoing value, not just making a quick sale. By implementing these strategies, you're nurturing relationships that can lead to long-term business success.
Stay tuned for our next post, where we'll explore how to sustain the momentum you've built and position your brand as the go-to expert in your field. You won't want to miss these tips for turning your trade show success into lasting industry influence!
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