Turning Leads into Sales after the Trade Show

Our author paints a pretty accurate picture of some trade show exhibitors: Imagine planning a huge party and money is no object. You've hired the best caterer, florist, and musicians in town. The most elaborate invitations have been sent first class to all of your friends and colleagues. But, on the day of the party, after you've spent months planning it's preparation, you change your mind and cancel. You wouldn't do that, would you? Your actions for trade shows would suggest yes.

That's exactly the analogy most exhibitors create when they invest months of planning, as well as, financial investment in order to make a splash at their trade show. Then, they simply don't follow up with the prospects for whom their display was created. They've, in essence, wasted their time and money. They might as well have stayed home.

For those exhibitors who aren't aware the "follow-up" is the most crucial part of the trade show marketing equation. True trade show success is not measured by the number of catalogs, business cards, or promotional pieces handed out or collected but by the sales generated from leads made during and after each trade show.

A Smash Hit Displays understand the follow-up and agree with our author. Most exhibitors don't take the time to properly follow leads made at shows. And why, because it's time consuming. The approach and time invested in the show wears most people out and they simply want to move past that show and onto the next campaign. And that's where most make a vital mistake. Taking the time to understand that's actually the most crucial period of the show will make you and your company a more successful entity. Success is won through perseverance and persistence over time and not typically in the quick strike method. The following will help the exhibitor construct a better trade show mousetrap: stand up banners, trade show furniture, trade show floor mats, and burst exhibits.