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5 Steps to a Successful Post-Show

5 Steps to a Successful Post-Show

To truly capitalize on all the work that goes into putting on a trade show exhibit, you have to understand that the work doesn’t end when the show ends. There’s more you can do after the show to help boost your ROI, and your Exhibit Options team is here to help. Here are some ideas on how to tackle the post-show hustle.

Gather Leads
Don’t waste any time when it comes to the leads you got. Get them all in one place and organized in a database as soon as you can. If possible, include notes about when and where people were contacted.

Contact Within A Week
Once you’ve got a database of all your leads, compose personalized messages for them, and get them sent within a week of the show’s end. Include questions, which helps encourage responses. Have a call to action, like inviting them to visit your site, or offering a demo of some kind. If you have a good visual of yourself or other who were involved in your exhibit (especially at the exhibit), include those to help your leads remember who you are.

Give Top Leads Priority
For your best prospects, take it a step further and call them personally. Talking is always better than email communication, and lets you get to know them better and them to get to know you. Anyone you felt had the strongest connection with your presentation should get this treatment.

Request Feedback
People love being asked for their opinions. Whatever mode you use to get in touch with leads, whether by email, phone or social media, ask them for feedback. What was their experience with your booth? What appealed to them? What might keep them from using your product or service?

Request Referrals
Not every lead will become a conversion, but that doesn’t mean they are lost. Tactfully request referrals from those you contact, and you can you can boost your pool of leads by a sizeable amount. This can generate leads almost indefinitely, but of course use discretion in deciding how much or how long you want to pursue referrals.

Perhaps you’ve already planned for all this, but the real question is what kind of booth will get these leads in the first place? Contact Exhibit Options today! We can help design your booth or graphics, handle show management, or use our experience to offer advice that will help you stand out at the show. Visit us online, or contact us today!

Activities to Consider for Every Trade Show Event

Lead tracking
Membership/Sponsorship dues
On-site promotions
Pre-show customer/prospect calls
Pre-show mailing
Press release
Speaking opportunities
Web advertising

Audio visual
Custom exhibit build
Exhibit rental
Furniture rental
Booth inbound transportation
Material handling
Trade show space rental

Pre-show meeting
Taxi/parking/ground transport
Transportation from

Booth catering
Phone/internet communications
Trade show team contact list
Staff selection
Staff training

Order confirmations/track numbers
Porter services
Coordinate deliveries
Empty container storage
Exhibit installation
Shipper/support contact list
Show management key contact list

Post-Show Activity

Communicate w/guests
Enter booth guest data
Measure of ROI and ROO
Post-show mailing
Thank you email to participants

Booth cleaning
Outbound transportation

Social Media Development

The power of social media, chosen wisely, will definitely increase your exposure and sales. The question to ask yourself is, “what should comprise my social media marketing mix?” We’ve created a worksheet below to help you find and understand the different possibilities awaiting you in designing the perfect social media campaign.

PRE-SHOW (2 months to 1 week prior to the show)

Choose Your Weapons and Set Your Triggers

  • Assuming you’ve already set up accounts on Facebook, Twitter, YouTube, LinkedIn, and Google+, choose which (if not all) you will deploy. Depending on your niche, set up additional accounts on Pinterest, Instagram, FourSquare, Flickr or Tumblr.
  • Start an Events page on your Facebook account, mark it as “public” and allow shares. List your special offers and products here with tagged photos that link to your promotions or company info.
  • Set up a Company page on LinkedIn so you can attract followers and create Product pages. Ask your best current clients for their personal “Recommendations”. Link to this page in your email campaigns.
  • Upload your product videos to YouTube, tag and hashtag them, and share to all your social media platforms as viral content. Use these videos in your emails.
  • Set up an account on a social media management tool like HootSuite, SproutSocial, or Buffer. Post great content several times daily on several different platforms.
  • Insert social media widgets/addresses on your website pages, emails and even print advertising.

Hashtag is King

  • Create your company’s hashtag using the show’s existing hashtag as long as it doesn’t create too many characters (ex. #CES2018booth35 or #2018CES35).
  • Use your hashtag on every post, tweet, photo, video, press release, blog, directory listing, landingpage, and on all of your social media company pages.
  • Shorten your urls to make them easier to tweet and retweet using Bitly or TinyURL.
  • Set up Google Alerts or use a social monitoring tool like IceRocket to alert you whenever your company is mentioned online. Set these up with your competition’s names and hashtags too.
  • Easily find more of your prime prospects by title or industry using Tweetdeck or SocialBro. UseTwellowhood to search geographically to find customers who live near the event location.

Plan Your Attack

  • Create a master social posting calendar based on the products your company is showcasing at the event.
  • Use your social platforms to tell your email list and social media audience about your upcoming show. Ask them to follow your company’s social accounts to be included in cool contests, promotions and incentives. Invite your Facebook likes to attend using your Facebook Event page.
  • Search the show’s hashtag (ex. #CES2018) on Twitter. Find other exhibitors, opinion influencers and industry experts and start to develop win-win relationships. Follow them in hopes of getting them to follow you.


Create a Promotional Strategy Around Great Incentives

  • Create promotions around VIP show passes and other deals.
  • Give away prizes or hold a drawing for everyone who shares or retweets your page or tagged photo using tools such as Rafflecopter and AgoraPulse.
  • Post photos – or better yet, video – from the event as it happens.
  • Run a scavenger hunt with the fellow show exhibitors you’ve connected with. Scavify’s mobile app also captures lead contacts and integrates easily with your social media accounts.
  • Invite show attendees via Facebook or Twitter to an RSVP-only lunch or cocktail party at your booth.

POST-SHOW (1 day – 2 weeks after)

  • Write a post-show blog summing up the event highlights, any fun memories, and of course, product info.
  • Create a video of the show (Animoto) that you can post to YouTube, tag to your main non-show corporate hashtag and site, and share far and wide.
  • Offer a thank you giveaway, drawing, or promotional discount to everyone who shares your content, their experience, or a product-related photo to your wall.
  • Link all post-show posts back to your website landing pages or to downloadable pdfs about your products.
  • Always thank everyone who “liked” your Facebook or Event pages.
  • Email your booth visitors asking for a recommendation of your product on your LinkedIn Product page. Thank them when they do.
  • Use any positive Twitter feedback productively by posting that thread to your website or blog. You can also use this in pre-show communications for future events.
  • Tweet new followers a request to connect with your main corporate Twitter account when the show hashtag is no longer in use.

Items You Should Invest in to Have at Your Trade Show

Your trade show display booth should have all the tools you need to appeal to customers, keep them interested in your services and products and keep them purchasing from you long after the trade show has ended. This is why it’s important to bring some essential items with you to your next trade show that will make you more memorable to consumers.

Promo Items

Be sure to bring items that feature your company’s logo and hand them out at your trade show booth, even to attendees who don’t buy anything. Remember that you want to deepen the impression of your brand. Even if a customer doesn’t buy right away, it doesn’t mean he or she never will. Small items that are practical, such as cell phone covers and flash drives, are ideal for trade shows since these are things people have to use daily. And, when they do, they will see your logo and be reminded of your business.

Marketing Materials

You should definitely include online marketing in your trade-show planning. But, it is also a good idea to bring hard-copy marketing materials to the trade show. Some customers will take your company seriously when you can actually put promotional items in their hands. Make sure that you include all your necessary contact information and encourage attendees to get in touch with you via phone or online.

Edible Items

When you offer refreshments at your trade show booth, you’re sure to get people talking and attract those who want to know more about your services. You can offer coffee and a snack, especially if the trade show has long hours, or you can partner with a food company and promote each other’s goods and services. For example, you can provide energy bars at your booth, which may appeal to attendees with busy work schedules. These attendees may also be able to benefit from your professional software or design products, which means you may have gained a customer for both companies. In turn, the energy bar company can do the same for you.

Presentation Media

Don’t forget presentation media for your next trade show. Instead of simply explaining what your products do, show a short video about them. You can also show videos of customer testimonials to get people interested. This makes your trade show booth appear more professional and can provide a competitive edge. You can also use a tablet or smartphone to get attendees to enter their contact information so you can follow up with your leads after the trade show.

Business Cards

Finally, remember that you should always have business cards on hand. These are still effective ways to get people to remember your company. Make sure that your logo is clearly displayed and include all necessary contact information. You should also encourage attendees to leave their business cards so that you can hold a raffle and/or have their information on hand for follow-up purposes once the trade show has ended.

3 Reasons Having a Trade Show Banner is Quite Beneficial

When you attend a trade show, you want to make sure that your trade show exhibit, marketing materials, and promotional items stand out. That’s why it is good to have a trade show banner. The banner can be used to display important information and can bring the entire look of your exhibit space together. Here are three of the main reasons that a banner can be beneficial.

Visual Appeal

Your trade show banner could be the thing that stands out and draws customers to your table. When your banner is large enough for attendees to see from across the room, it could encourage them to come over and start asking questions about your business. That’s why it is important to make sure that the banner is easy to read and has all the right details to help you make a great first impression. The banner could help attendees to form an opinion about your business even before they start speaking to you, so keeping the design professional yet creative is important.


A huge part of trade-show planning is making sure that the right information is getting to the customers. This means answering potential questions before attendees have a chance to ask them. Make sure that your trade show banner has all the necessary details about your business without too much writing. For example, always include your contact information, and make sure that you point out the best features of your products. Of course, your logo should also appear on the banner since this increases brand recognition. You may also want to include a call to action on the banner as well, such as “ask us about our promotions” or “follow us on social media for updates,” so that attendees will be motivated to continue interacting with you once the trade show has ended.

Color Marketing

Finally, don’t forget that color is very important when it comes to the trade show banner. The colors that you choose send a message about your business and the services you have to offer. For instance, red can indicate passion or excitement. However, if you use the color too much, it can be difficult to look at for long periods, which can be frustrating for customers. Colors, such as green and blue, give clients the feeling that your business is trustworthy and environmentally friendly, so these can make good colors for a trade show banner as well. Of course, the colors of your logo should also be incorporated into the banner so that attendees will associate these hues with your business.

Once you have the banner that you want for your trade show exhibit, let your team members have a look at it and give their feedback. Make sure that the banner is legible and doesn’t look too similar to the banners you’ve seen for other companies. When you combine your company’s creativity with effective marketing, the banner could serve as one of the best tools for increasing your client base.