You are breathing a sigh of relief because the trade show has closed, attendees are gone and your trade show exhibit has been carefully packed for return shipment to corporate headquarters. Don’t get ready to rest on your laurels just yet! You have worked hard to collect all these great contacts but now what are you going to do with them? You want to take a week’s vacation to recover but you need to follow-up on those trade show leads ASAP!

Hopefully, the at-show staff did a great job of qualifying leads while on the show floor – perhaps they used the BANT approach to make it simple for you. If not, you need to do that post haste and figure out what action level each lead falls into. Will each contact just receive a post-show email, or literature mailing? Will they be passed along to your telemarketing team? Do they need a personal phone call? Are they ready and willing for an in person visit from one of the booth staff or another more specialized individual within your company?

Each lead you have deserves to be assigned an action item. Don’t make the mistake of forgetting about the leads in your brief case or ignoring the lead download that you got from your lead capture service. The show is not over when exhibit hours end. In some ways it really is just beginning. If your team has planned the show correctly there will be lead follow-up guidelines to simplify the task. If you do not know what they are, ask your sales & marketing teams what they are. If they don’t know, check with your C-suite execs I am sure they have an idea of what they are expecting. Give specific individuals ownership of leads and follow-up on lead results – this way you can gauge your show ROI and refine show messages and tactics for next time.

If you really want to avoid poor lead follow-up, check out these 4 tips from Exhibitor Magazine.

Remember, having a great trade show exhibit is foundational to show success but your display is not where it ends –  show success is equal part post-show follow-up.

If you have not started your display & exhibit strategy for your next trade show or special event, let us help. Give our designers a call so we can work your lead gathering and qualifying needs into your exhibit from the ground up. Contact us here or call 800-742-6275 to get your free consultation, full-color, 3D rendering and no obligation quote started.

 Photo Gallery of Exhibit Designs is available at www.ISOframeExhibits.com and www.MarkBricDisplay.com

 –By Stacy Poole, Marketing Professional for Mark Bric Display Corp.

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