It is important to plan your business’s follow-up strategy. The time to plan your follow-up strategy is before the show starts. This way you can reach potential customers with your follow-up while the show is still fresh in their minds. Here are some things you need to know about follow-ups.
Prioritize your tracking
According to the Center for Exhibition Organizations’ research, 80% of promotional merchandise during the show is not followed up with afterward. Make post-show follow-up your top priority, giving it a higher position than any other task – including catching up on tasks you missed while at the business.
Write a pre-show follow-up envelope
The letter you send after the show can be as simple as a thank you note or a brochure with a sentence on the envelope. Write or print it before you show so you can mail it as soon as you get home.
Evaluate product quality in exhibition
Rank your products by importance and interest, and base your post-show efforts on these priorities.
Call your top prospects within a week of the show—the longer you wait, the colder they'll become. Send every customer a follow-up letter.
Keep your promises
Make sure you deliver on all the promises you make at your booth. Prepare enough brochures and product leaflets before the show so you can send out the necessary information on time.
