Did you know that about three-quarters of leads generated at trade shows never get followed up on? And when they finally do, it’s often too late to make a real impact.
And if you’re just racking up numbers to impress the booths next to you, you’re missing the bigger picture. Those 2,000 leads won't amount to much if you don’t take quick and effective action!
Why Timely Followup In Trade Show Leads Matters
When it comes to following up on trade show leads, timing is everything! You need a solid system to manage the wave of leads, whether that's using barcode scanners or doing a quick Q&A to figure out its value.
You also can sort these into categories like "HOT," "warm," "cold," or even "dead fish" (just kidding about that last one!). The key here is to spot which leads are worth chasing—and when to do it.
First Impressions Count: Immediate Trade Show Lead Followup
The first contact should always come within days of the trade show's end. Say, when two or three weeks—God forbid, a month—goes by without contact, your lead will lump you together with all the other SPAM.
So, what can you do to stand out?
The Power of Personal Touch
Consider sending each postcard with a funny photograph from your presentation. In this digital age, receiving real mail can be far more attention-grabbing than just another email in the inbox.
Say you can't manage a postcard, then at least send an email with a very funny picture. Thank the potential customer for visiting your booth as well as express your appreciation. Have that note waiting for them Monday when they get back from the trade show.
The Postcard Strategy
Imagine receiving a postcard in the mail. It’s very unusual nowadays, right? And you might think, "Wow, I haven’t gotten a postcard in a long time." Well, this makes you less likely to throw it out, especially if it features a funny image.
Then on the back, include a quick note:
“Thank you for stopping by the booth. We’ll get in touch within a week to follow up.”
Warm, prompt approach--that can make a significant difference.
Don't Let Trade Show Leads Collect Dust
People go to great lengths to attract traffic to their booths—renting the latest scanning devices and hiring crowd gatherers. Yet, the leads often end up sitting untouched in a database or worse, just collecting dust as a stack of business cards.
Sometimes, these are also grouped by territory and sent to the sales staff, who expect them to be qualified. Then after a few calls, they realized many were just people looking for free swag. Disheartened, they simply stop making attempts, tossing out the good leads with the bad.
Categorize and Prioritize
Yes, that's why it’s crucial to categorize leads effectively! You'll sometimes know immediately when you have a hot lead. And in those cases, there's no such thing as contacting someone too soon (well, let them get home first). But there's nothing better than arriving home to find a personalized note waiting for you.
Action Steps for Effective Trade Show Lead Followup
Use Technology: Why not use barcode scanners or lead retrieval apps to grab info quickly?
Categorize Leads: Then, as soon as you get your leads, sort them into groups like "HOT," "warm," and "cold" to help you focus your follow-ups.
Personal Touch: Consider sending a postcard or an email with a personal note and a cool image to really make an impression!
Follow Up Prompt: Reach out within a few days after the trade show! A great chance to thank your leads and let them know what to expect from you moving forward.
Get Your Sales Team Ready: Make sure your sales team is also pumped and ready to follow up on those leads. Give them organized leads and any useful info you picked up at the trade show.
Keep Track and Adjust: And don’t forget to track your follow-up efforts and see how they’re doing. If something isn’t working, feel free to tweak your strategy!
Best Practices for Trade Show Lead Followup
Be Personal
Personalization is super important! Use the info you gathered at the trade show to customize your follow-up messages. You can also bring up specific interests or needs you talked about during the event to show you were really listening and appreciated the lead's time.
Stay Consistent
Being consistent is key when it comes to following up on leads. Set up a follow-up schedule and stick with it! Whether you’re sending those emails, making phone calls, or even using direct mail, keeping in touch regularly can help keep your brand fresh in people's minds.
Provide Value
When you follow up, share something valuable! It could be a whitepaper, a case study, or even exclusive access to a webinar. Doing this not only builds trust but also establishes your company as a go-to expert in the industry.
Use Multiple Channels
Don’t just stick to one way of following up. Mix it up with email, phone calls, direct mail, and social media too to connect with your trade show leads. And since everyone has their own preferred way to communicate, using different channels boosts your chances of making that connection.
Measure Results
Make sure to keep track of how your follow-up efforts are performing! Check out metrics like response rates, conversion rates, and how many leads are moving through your sales funnel.
And remember, analyzing this data can really help you fine-tune your strategy and improve your follow-up process!
Share Your Insights
Here at Magnet Productions, we’d really love to hear what you think!
What’s worked for you when it comes to following up after trade shows? Any tips or changes that made a big difference? By sharing your experiences, we can all make our follow-up process not just effective but also memorable.
Let’s team up and make your next trade show a huge success!
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