For every company participating in a tradeshow, follow up is especially an important part of its marketing strategy. Companies spend a lot of time and money preparing for a tradeshow and the materials they hand out. They also put in considerable effort getting visitors to stop into their booth to learn about their product or service and when they fail to contact the people that sought more information, all the time and expense are wasted.
Many companies offer a prize for which to be drawn at the end of a show and if they do not make as big a deal out of the winner of the prize as they did in its offering, they are missing some huge opportunities. Not only should they contact the winner immediately, they should also notify other entrants of the winner’s name. It is important that after a tradeshow, follow up takes place in a timely manner. Not only do other entrants receive the name of the winner, they are also reminded of the company’s name that sponsored the contest.
It used to be said that in marketing, it did not matter what anyone wrote about them, as long as they spelled the name right, but this is not true in today’s competitive field. Integrity is as much a part of a company’s marketing strategy as any other piece of the puzzle and when a company does what it say it is going to do at a tradeshow, follow up shows potential customers they can be trusted.
Tradeshow Follow Up More Important Than Event
During a tradeshow, the idea is to put company information into the hands of the attendees, but very little business is conducted during a tradeshow. Follow up with those expressing an interest in the company’s wares is what will make them remember. During the show with hundreds, possibly thousands of booths and reams of information, attendees are not going to take the time at the show to look through all the information handed them as walk through the event.
It is essential to obtain contact information of the decision-makers during a tradeshow, follow up with them after the event and keep the company’s name in their mind as the days go on. It is never a bad idea to send periodic information about new products or services that are matched to the recipients, but never a good idea to keep sending it after they tell the company to stop.