Wagging the Dog : Plan Ahead for What Happens After the Show
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.