Follow Through

  • Have a post-show marketing plan in place even before you leave the office.
  • Many companies actually neglect this part of the process! Be sure to send out information to interested prospects immediately. Some companies prepare and mail materials each night after the show; others do it as soon as they return. It should be no more than a week later. Even a simple "thank you for stopping by" with a reminder that you will follow-up with them shortly can work. And then, do it!
  • Calculate your return on investment -- divide the show costs by the number of leads, sales , visitors, or other "measurables." You can track this data in increments such as one week, one month, three months, six months and one year after the show. This will help you determine if this particular show is worth attending again.