How To Convert More Leads After The Trade Show

Even if you're well-versed in trade show tactics, there's always room for improvement. Trade show events greatly enhance brand recognition and provide an engaging experience, but their primary objective is to connect you with potential clients.

These events offer you direct access to influential decision-makers. However, achieving success requires more than just making initial connections and demonstrating your products. It hinges on effectively following up with leads after the event, which is the crucial step that seals the deal.

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Senior Marketing Strategist Anthony Aguilera

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Pre-Trade Show Preparation

Ensure you know the Trade Show itinerary and how you will manage your time at the event. Initiating preparations well in advance is essential, providing ample time to determine your on-site engagement strategy and devise a stunning exhibit to captivate the audience.

‍Create a Schedule: establishing a personal agenda is important to ensure you remain on track and avoid overlooking any crucial aspects of the planning process.

‍Communicate Core Info: Include critical topics you'll communicate to attendees. These key points should align with your goals and reason for participating in the show.

‍Raise Awareness: By publicizing your presence at the exhibition well in advance, you provide potential clients with ample opportunity to make arrangements to attend the event. Additionally, this ensures that attendees are aware of your booth's location. Use social media platforms to help let more people know about your show's appearance.

How To Engage Trade Show Attendees

Aim to create an engaging space that attracts attendees to your stand. Take time to carefully consider your booth's design and construction before setting up. Prevent event-goers from bypassing your exhibit by designing your booth to be inviting and interactive, encouraging visitors to engage with your brand.

This approach increases the likelihood of meaningful interactions, inquiries, and the exchange of contact information for future communication. A superb initial impression of your company can significantly contribute to attracting more potential customers.

Here are some ideas to make your booth experience more engaging:

Giveaway: Do a giveaway for gift items like an iPad.
Prize Wheel/Games: Set up a prize wheel spin game and offer a variety of cool rewards such as coupons, gift cards, or show tickets.
Treats: Offer goodies such as candies or treats for visitors who enter your booth.

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Follow Up and Converting Leads

It is essential to plan your post-event email strategy well in advance. Waiting until after the event is not ideal, as it may put you behind your competitors. Therefore, it's advisable to have a pre-designed email template that can be launched a few days after the trade show. Personalizing your email campaign and mentioning the trade show's name in the subject line is also recommended.

Giving away something valuable for free, such as a competitor analysis report, is a great way to capture your visitors' attention and determine genuine leads. This also provides your sales team with solid information to act on.

Including photos from the show in your follow-up email can be a helpful reminder for your recipient, as they may have visited many exhibits during the trade show. This way, they can easily remember who you are and what you have to offer. By planning and personalizing your follow-up email, you can turn your lead into a customer and stay ahead of your competitors.

En Route To Converting More Leads

You've completed your pre-planning, enjoyed a fruitful trade show experience, and now it's time to effectively execute your trade show follow-up email. Ensure your message is concise and pertinent. Persevere and strategize your correspondence.

Refrain from inundating your email recipients with unwanted content. Provide them with valuable information, and your trade show follow-up endeavor will thrive. If you have questions or seek to enhance your marketing strategies, don't hesitate to contact us at Lab Coat Marketing. We'd happily explore the most suitable solutions to address your business requirements.

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