The event has been completed, now what? Sit and wait for the phone to ring? NOPE!
If you do the previous work and fail to follow through, then the effort you extended and money you invested has been wasted. It is critical to have a follow up strategy after the event.
During the week after the event, you will want to reach out to the people who expressed interest in your product/service. This could be done through a phone call, letter or postcard, or an email. This first communication is CRUCIAL.
People were exposed to a number of different vendors at the Expo, and they will forget most of the people. Stand out from the crowd by being one of the first to reach out to people.
Hopefully, some of these people will want to do business with you now.
For the people that are not ready to purchase, create a strategy for following up over the next few months; your strategy could include letters/mailers, including them on your newsletter distribution list (if you received permission to do so), invite them to an upcoming event, etc. While you want to follow up, do be careful not to harass the prospects!
Doing a tradeshow the right way can take some effort; the rewards, though, are well worth the time and energy invested. Use the tradeshow to create the first impression, follow up with the prospect to develop the relationship, and your business can thrive!