Post-Show Marketing: Your Pot of Gold at the End of the Rainbow
You breathe a sigh of relief as your expo booth design is safely dismantled, stored, and shipped to its next destination. Your sales team has worked hard at the show, connecting with attendees and collecting their information. However, you aren’t done yet. To maximize your trade show experience, use the following post-show marketing strategies, which will be your pot of gold at the end of the rainbow.
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Step 1: Put Your Leads Into Your CRM
After the show, you’ll want to put the new leads you’ve generated into
your customer relationship management software. This should be the first
thing you do when you return to your office. Trade show leads have a
short shelf life, so you’ll want to take action quickly. A good rule of
thumb is to send a follow-up email within three days of the show ending.
After adding new leads to your CRM, don’t forget to assign each lead to
a department or salesperson.
As you enter your leads, include
notes about what was discussed with each contact, whether they placed an
order, and what type of follow-up is needed. For many leads, your sales
team will send a simple, personalized follow-up email. It’s important
to thank them for visiting your booth and provide answers to their
questions if you promised them follow-up answers about your products or
services.
Step 2: Nurture Your Connections
In addition to email follow-ups, you can reach out to your new leads
through business social media channels. Doing so opens up another avenue
for the lead to interact with you, opens the doors to new connections,
and allows your lead to see you as a potential resource down the road.
Step 3: Blog and Post to Social Media About the Trade Show
After sending follow-up emails to your newly generated leads, you’ll
want to share your trade show experience via your social media channels
and blog. Be sure to include posts that recap the event and highlight
what your company was up to at your booth. Don’t forget to include
high-quality photos of your trade booth design to go with this content.
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Your post-show content strategy is pivotal in helping your audience who
couldn’t attend the show get a sense of what happened. You have an
opportunity to provide some key takeaways. After writing your blog
posts, share them across your social media channels to gain additional
exposure.
Step 4: Leverage the Trade Show Attendee List
Access the provided exhibitor and attendee lists from the trade show.
Even if you need to purchase these lists, they’re worth their weight in
gold. Use these lists to send letters via direct mail or email segments
of the list that make the most sense for your business. You can even
make a special post-show offer to people who attended the trade show to
bring in more post-show sales.
Step 5: Load Your Contacts Into Your Marketing Automation System
If you use a marketing automation system tied to your website, enter
your new leads into that system as well. This will allow you to see if
people you met at the show visit your website and which pages they
visit, helping you ascertain the quality of leads visiting your site.
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About Skyline Exhibits
As
a busy trade show marketer, every decision and every moment counts.
When you want to make impactful changes to your trade show presence, you
need an industry-leading partner who understands this. Look no further
than Skyline Exhibits. They’ll work closely with your business to learn
about your unique goals and objectives for upcoming trade shows before
designing and fabricating a stunning booth that drives real results.
With excellent customer service and a dedicated design, production, and
exhibit strategy team, Skyline Exhibits creates trade show booths
that stand out on the show floor. You can even add digital activations
to keep attendees engaged at your booth. No matter your trade show
marketing strategy, Skyline Exhibits can help take you to the next level
of trade show success.
Make the most of your post-show marketing efforts with help from https://skyline.com/
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