This is the third in a series of posts identify three key promotional opportunities to maximize your tradeshow presence. (Read: Part 1, Part 2)

The show is done. You’re packing up your well-branded booth. You and your team spoke to a plethora of qualified prospects who are now excited about your products and services. Your work here is done, right?

The 80% exhibitors that do nothing after a show would say yes. However, you are much smarter than that. You know that what you do after the show is just as important as what you do before and during it. For everyone else, I have conveniently broken down what to do after a trade show into 3 T’s – thank, track and take home.

Thank

As part of your follow up strategy, send a note – email or print – to thank everyone that you talked to at the booth. Perhaps include a personalized note of something that was discussed to help the prospect remember the conversation. Keep in mind that yours isn’t the only booth that they stopped at. Send these notes within one week of the show and use the method of contact that the prospect requested (shows that you listened). Start with your most promising leads and work your way down.

Track

After each show, evaluate if your booth was a success. Start with booth traffic – did you receive the expected amount? As follow ups turn into conversions, measure the business from these new customers against the investment in the booth to determine ROI. If your goals aren’t met re-evaluate each part of the plan to see what needs tweaked. Also consider factors beyond your control – location of the show, weather, schedule – as these may affect your decision to do that particular event again.

Take Home

Another plug for a well thought out promotional product. A 2010 study by the Advertising Specialty Institute found that the average promotional product is kept by its recipient for about six months. A relevant, unique and useful product will still be leaving impressions long after you’ve packed up the booth.

That wraps up this series on trade show marketing. If you haven’t yet, check out parts one and two. The goal was to emphasize the importance of having a marketing plan for before, during and after the trade show. I invite you to share your thoughts on these posts or let me know what I missed in the comments below.

Read:
Building a Trade Show Marketing Plan, Part 1: Booth Traffic
Building a Trade Show Marketing Plan, Part 2: The Experience