Lost Trade Show Opportunities

Several weeks ago I attended a trade show at the Javits Center (in itself an investment to show there). As usual I saw old friends and colleagues and learned about some interesting new developments, services & technologies. I am guessing I gave out at least 3 dozen business cards to those organizations that would send me more information, put me on their email lists, or otherwise follow up with me.

Much to my surprise ONLY 2 (!!) have followed up. The kicker here - it was a MARKETING conference!! OK, so if we don't get it right - who possibly can?

In fact, a couple of weeks prior to that I went to a local small businss expo at a local university in my neighborhood. Those odds were about the same, but of course one would expect more from professional marketers!

Here are some easy, affordable ways to make the most out of leads (that cost a lot of money, time & organizational effort to obtain):

1. Send only the best to trade shows - I saw too many employees text messaging, reading & NOT paying attention to or greeting people who came by their booth. If you are going to spend $10k or more to have a booth then send your BEST employees to represent you.
2. Quickly follow up - Within 2 weeks a phone call, email or other form of communication should take place. Don't spend too much time overthinking what to say, how should it look, etc. Just reach out with a sincere "it was nice to meet you" message. One person who did it absolutely right sent an email newletter saying thank you for stopping by & here are our new products. Short, sweet & very effective.
3. Be sure to strategize before you go - Have a plan in place to handle the leads. depending upon the size of your organization, the follow up task should either be turned over to sales/marketing or an administrative support person who will get it done.
4. Do not underestimate the power of perception - If you are selling an expensive B2B solution, your organization's reputation is very much on the line & the way you handle your leads is an indication of how a potential new client relationship will be handled & believe me, decision makers absolutely notice these things. A short phone call is the best way to show your appreciation & is an easy & affordable follow up method.

Remember, to PLAN for follow up & always take good care of your leads - they're your next CUSTOMERS!

Affordable, accessible marketing for all!

www.myaffordablemarketing.com