From 8 Years Ago! (Hack at Work!)

"Until the final touches are added and all the documentation is completed, your exhibit house is still actively involved in organizing the tradeshow."

This was the essence of a post from January 30, 2016 - eight years earlier. However, what it doesn't address is your role while the exhibit house is diligently working for you. Your focus should be on:

"Implementing Your Post-Event Follow-Up Strategy"

A crucial Tradeshow ROI Hack, #3, is Follow-Up. Without a follow-up strategy, participating in a tradeshow is futile. The most important aspect of a successful follow-up strategy is to have it planned well before the tradeshow begins. Indeed, before the event commences, you should already have your follow-up plan ready for action.

Here are a few straightforward tips:

Formulate Your Post-Show Email Strategy

Send emails from the tradeshow manager. (For example, "Thank you for visiting our booth at [show]...")

• Include the sales representative associated with the potential or current client in the email CC.

Organize a meeting one week after the show to review the follow-up process.

• This meeting, led by the tradeshow manager, is crucial to ensure the sales team is held accountable for their follow-up actions, which were initiated by the tradeshow manager.

Plan a one-month post-show meeting.

• Ensure the head of sales is on board with these meetings and make it clear that the team is responsible for each client (potential or current) and the outcomes (positive or negative) from the tradeshow.

Looking to delve deeper?

Consider a Day One email with offers such as:

• A significant discount for closing a deal before the tradeshow ends, or
• A complimentary secondary service that is normally an additional charge.

Alternatively,

Propose to your sales team double the commission for any new client acquired through the tradeshow if the deal is closed within 30 days of the event's conclusion.

This approach is about motivating the team, either through the incentive of double commission (the carrot) or the accountability enforced in post-show sales meetings (the stick). Sales teams generally dislike sales meetings!

Even after eight years, this advice remains relevant and effective!

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Exhibit Associates Inc specializes in trade show #exhibit #design, offering custom booth solutions and innovative displays. Their expertise in tradeshow booth construction is enhanced by interactive exhibit technology, ensuring engaging and brand-focused designs. With a commitment to environmental sustainability, they provide modular and eco-friendly booth options. Their services cover everything from creative trade show displays and custom booths to effective trade show marketing and event branding solutions. They also handle tradeshow #logistics, booth rentals, lighting solutions, and virtual exhibits. Exhibit Associates excels in project management, ensuring seamless booth installation and crafting impactful exhibition designs and event marketing strategies.

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https://www.exhibitassociates.com/

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