Trade Show Follow-Up

StayTuned Focused Strategic Consulting

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Trade shows are consuming. Trade shows are expensive. Trade shows have the potential to be highly successful. Are your trade show experiences meeting their potential?

Returning home from a trade show, staff becomes very conflicted. The source of this conflict arises out of the circumstance of being away from the office for a week, while all the usual requirements of normal business continues; and you, being away and for the most part, "off-the-grid" means that most of that work is stacked up and crammed into your in-box. This is usually amplified by your pre-show efforts making it necessary to let things slide as you prepped for the show.

Exhibiting at trade shows requires your staff's complete attention and effort. The result is a well run, well attended and successful show. As most shows do, this represents a huge financial commitment from you organization. But as high as the monetary commitment is, the personal effort is even higher. Doing a trade show is a deeply emotional expenditure and coming back from these, attendees often experience a post show depression. It is very difficult for the show sales staff to see and clearly articulate what work and in which prioritization is to be done the week after the show. They are beat up.

What is your organization doing with all those leads that were picked up or scanned?

According to most trade show experts, 83% of exhibiting vendors do nothing with the leads. This occurs even when there is a policy in place to handle them. Even if the exhibitor does do something with the leads, usually they will simply send out their catalog and maybe send the leads on to the reps, and call it a day.

According to those in the advertising community, it generally takes another five impressions to cement or imprint your brand and position in the mind of your target client. Today's sales environment is "smoggy" at best and "toxic" at worst. A recent trade show boasted of "over 800" exhibitors, most of whom were out- spending your organization to compete with you for attention. Then there are the magazines and distributors bursting with clever advertising, and we are all inundated with e-mail. This is a war for the attention, the very hearts and minds of your future customers. The signal to noise ratio is pretty intense -- so not reaching out to these valuable opportunities would be criminal.

You spent the effort, your company spent the bank-- what is your follow-up plan and how good is your execution?

StayTuned suggests that you build a follow-up engine that will accurately and methodically build upon your trade show investment. Building this machine will not be easy, it takes rigid discipline and fortitude. This is a difficult discipline to master because when coming home from a show, your team is exhausted and beat. We offer a customized follow-up process to assist in your organization's sales and channel development.

FIVE touches to cement your brand and position

We research your company culture, interview your sales and managment staff and then customize each contact point. All literature is done in the name of your personnel, on your letterhead, as if it came directly from you. We act as your backroom sales, logistics and marketing engine, freeing your sales staff to actively sell. Contact us for quotes and additional information.