First of all, a great way to continue to build on the new relationships you’ve made at the show – and your existing great customers relationships – is through social media. If you don’t have a social media plan, you need one. Do you really think social media is just a passing fad? And, even if you don’t think it’s worthwhile…most of your customers do. So, get connected and continue to build the brand message you had during the trade show.
Secondly, comment positively in your new or revitalized social media effort on the how you viewed the industry and the activities (seminars, speeches, etc.) that happened during the show. These day social media, blogs, newsletters, email, etc. offer great forums for getting your thoughts out to your existing customers and potential customers. As many industry people that may have attended the show, there are more – and many from your particular area, likely – that weren’t able to attend. By re-capping your views of the trade show and what’s happening within the industry in a positive way, you will present yourself as a knowledgeable industry opinion. Most customers will appreciate communication from you that is not always about selling them something and you just might help them see things from a slightly different perspective.
Also, by offering up your comments and opinions in a positive way to customers and potential customers you have a chance to then continue and elevate the conversation you have with them. Often, they will bring that conversation to you furthering the relationship that you already have. And, isn’t that what a lot of this is about….building great relationships with existing and potential customers.
And, finally….another opportunity often missed is free samples or literature you may have produced especially for the trade show. Many times, we are so busy packing up after the show or thinking about our lead follow-up (which is important) that we sometimes forget to make a list of who didn’t have the opportunity to visit our booth. And….
I’ll say this one time and one time only: EVERY LEAD GETS FOLLOWED UP ON! NO EXCEPTIONS!
Taking a few minutes to send a quick note and a free sample to those you did NOT see at a show lets them know they were missed. This can be especially true if there was a customer that you were trying to see for the first time and they did not show. Let them know that while disappointed they could not make it, you wanted them to have the sample, literature, or product information. But make sure to do it all in a positive, upbeat way. You may never know, they may have been well intentioned to come see you at the show, but something occurred keeping them from doing so.
Remember…
… developing and building a brand is built around two main concepts – consistency and frequency.
Having a great brand message at a trade show is a terrific step forward – maybe the best step forward. But, to then not follow up and – consistently – repeat that same brand message in follow up actions after the show will result in that great trade show message fading.
So, make sure your “after-show” message is consistent with your “during-show” message. Then, in a positive way continue the frequency of how often and how you repeat your message to both existing (they need reminding, too!) and potential customers.
Brand building is a long term activity – more of a marathon than a sprint. So, keep taking those positive steps forward and your brand will continue to be closer to the brand you want it to be.
Remember…..tabletop always matters!
