Business Trade Shows Part III: After the Event

So, you made it back home from the show. You're exhausted and work has backed up in your absence. Here is where the entire investment in the show can go down the drain. Follow-up is critical. Every one of those prospects need to have follow-up. Lots of it. One contact isn't going to be enough.

First, send out a short email drip that includes a 'thanks for visiting us at the trade show.' The second should be a 'call to action' email. Send an invitation to meet via phone or in person, and add something for them to download. The download can be a whitepaper, or even just your brochure, but it is always good to attach something.

Now comes the really hard work. Contacting prospects. No one is going to just mail you revenues. You need to actively market to your trade show visitors. If some seem uninterested, put their names in a tickler file to try back in 6 months. Just be sure not to just let them drop; the situation may change in the future.

In summary, look at a trade show as a marketing event that goes beyond the time spent at a booth in some convention center. It is just a stage in a lengthy and important marketing campaign. Make sure you prepare for the show and do active follow-up afterward. Otherwise a trade show is just an expensive few days meeting lots of people you will never see again.

Comments

Leave virus protection to your MSP Doctor

Leave virus protection to your MSP Doctor Cyberattacks on individuals and businesses for nasty purposes is nothing new. Stealing data, disrupting business, national activities, and just causing general mayhem has been going on for as long as there has been a digital world to attack. Ransomware, however, seems to stand out as a particularly unique and especially troublesome form of crime. For one thing, once an attack has happened, there is likely nothing to do to retrieve your data until you have given in to the demands of the criminals. As a small- to medium- sized business owner, you should never just rely on off-the shelf virus protection programs as the sole tool to protect your organization against cyber crime. In all cases you should rely on an IT professional to look at every aspect of your IT infrastructure to ensure that everything possible is being done to protect your data. Beyond that, ransomware attacks are a particularly troublesome form of crime that requires special...

Stars of the show: Cloud and VOIP

Stars of the show: Cloud and VOIP Despite annoying challenges presented by the abrupt shift to the WFH model thanks to the pandemic, there were some tech heroes that saved the day. These two made WFH possible. The cloud The cloud is that platform whereby you outsource your data storage as well as many of your applications. With the cloud, your data and software applications are no longer physically located in a specific geographic location. Therefore, access is no longer tethered to a user's physical location. The cloud was the biggest game changer during the pandemic because it allowed businesses to get anytime, anywhere access to their data as well as critical applications. It wouldn’t be wrong to say that if it weren’t for the cloud, a lot of businesses wouldn’t have been able to survive the pandemic at all. VoIP Along with the cloud, VOIP proved to be one of the most critical elements when it came to business continuity during this pandemic. It revolutionized business commu...

Outsourcing: an overview

Outsourcing: an overview Outsourcing today simply involves using external entities to handle specific, specialized business functions so that organizations can focus on their core competencies. The idea of seeking outside support for areas that are not core to a business is many decades old. However, seeking support from external providers can make a lot of sense, especially in fields that involve considerable complexity. One example, as human resources becomes increasingly complex practice, especially in areas that involve often complex and arcane laws such as benefits and employment law, many smaller companies are increasingly outsourcing some or all of their HR tasks. IT is another example. Like human resources, IT covers a wide range of specialties, for which no one or two individuals can possibly hope to be fully versed in. As the CEO of a small- to medium-sized firm, or perhaps a line manager, why should you consider outsourcing all or part of the IT function? One immediate rea...

Search This Blog