Wagging the Dog: Plan Ahead for What Happens After the Show
By Susan A. Friedmann
It might seem a little backward. After all, why
would you want to waste time and energy worrying now about
things that won’t happen until the show closes? Doesn’t it seem
like putting the cart before the horse?
It might seem that way, but the reality is that
preparing now for post-show activities is one of the wisest
decisions you can make. By clearly deliniating your plan for
after the show, you’ll be able to streamline your operation,
delegate people to the proper duties, ensure all leads are
followed up in an effective manner, and maintain valuable
business relationships. Key to this are these nine questions:
1. Has a lead taking system been organized for
visitor requests?
One of the most valuable things an attendee
shares with you is their questions. By asking for specific
items, or special features, or novel new applications, attendees
are letting you know what they are in the market to buy.
However, many lead cards only record the bare minimum contact
information. Make sure your team has a place to note visitor
requests – and have them use it!
2. Has a daily debrief session been scheduled?
The temptation for many booth staffers is to flee
the exhibit hall as soon as the show has closed, catch the
shuttle bus, and enjoy the attractions of a new city. However,
it is important that your team meet as a whole every evening to
discuss the day’s events, enjoy any triumphs, discuss any
concerns, and plan for the next day.
3. Will “Thank You” letters or e-mails be sent to
every registered visitor?
In our information overload society, “Thank You”
notes have become the rarest of correspondence. Yet they are a
quick and easy way to let your attendees know that you
appreciate their time and attention – and that you will value
their future business! It’s a nice, personal touch. Delegate one
or two staff members to this task, and have it done within 48
hours of the show close.
4. How will show leads be handled?
Without a system in place, lead management can be
a nightmare. Some will go into the common pool, others will
‘disappear’ into booth staff pockets to be followed up
independently and still others just disappear. Designate a
location for all leads to be collected, and make your team aware
that ALL leads need to go to this common pool. Keeping some back
will skew your trade show results downward!
5. How will sales from the show be tracked?
This will differ by company, depending on the
types of products or services you sell. However, there needs to
be a system by which you can track sales, especially those that
are directly attributable to show participation.
6. What kind of reward or recognition will booth
staffers receive?
Exhibiting is tremendously hard work, especially
at larger shows when your team is ‘on’ for many days in a row.
Make sure to give your team a tangible reward. Yes, representing
your company is part of their job – but the extra effort and
preparation that goes into successful exhibiting deserves a
reward. It’s nice to have a ‘known’ treat for your team to work
toward, plus a ‘surprise’ to spring.
7. How will the show be evaluated?
You’ll want to know more than “Gee, we were busy
every minute!” Business decisions are made with hard numbers,
including the number of attendees, number of sales, number of
qualified leads, and other factors. Talk with management before
the show to find out what kind of information is important to
their decision making and evaluation process – and make sure you
come back to the office with that information!
8. Did we manage to stay within the estimated
show budget?
Budgets are an invaluable trade show tool.
Compare what you’ve spent to what you were supposed to spend.
Are there areas you saved money – by pre-registering for show
services, for example? Did you go over budget in other areas?
Unforeseen circumstances sometimes push costs up, but
consistently missing your targets may mean either budgets or
choices need to be adjusted. Discuss which it is, and make
changes as needed before the next show.
9. What other show opportunities – nationally and
internationally – could be explored?
One or more of your employees should plan on
attending networking events. During this time, it is a good idea
to ask about other shows exhibitors have participated in. Were
they pleased with the event? Will they exhibit again? Make sure
this information is brought back to headquarters, where it will
play a vital role as part of the first step in the next round of
exhibiting.
About The Author
Written by
Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY,
author: “Meeting & Event Planning for Dummies,” working with
companies to improve their meeting and event success through
coaching, consulting and training. Trade Show Marketing by “The
Trade Show Coach” – Susan Friedmann, CSP. For a free copy of
“10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com;
website:
www.thetradeshowcoach.com
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