Whether you are launching a new product or simply exposing your company to the public eye, a convention is a great place to do it. Yet surprisingly, many businesses miss out on one of the best features of a convention: the opportunity to tie it into their marketing plans for the future. Trade show exhibits may only stand for a few days, but the momentum generated there can easily transfer into future endeavors. All it takes is a little planning.

Step 1: Think About Your Trade Show Exhibits Before The Convention

In order to successfully tie your convention plan into your overall advertising plans, you need to give yourself time to think. Begin planning earlier than you normally would so that you have time to make any changes and consider all contingencies. If you have a trade show display already, consider whether you need to alter it. If you need to order a new one, leave even more time. It can take months to get your trade show display perfectly designed because you'll want to fine tune every part of it. A carefully designed exhibit is key to convention success. Don't rush the process.

Step 2: Refine (Or Develop) A Comprehensive Marketing Strategy

Unless you are launching or have recently launched a new product, there may be no need for a new marketing plan. You can continue with what you've been doing and use trade show exhibits to highlight that plan. This is also a great opportunity to run some diagnostics and determine how well your current program has been doing. If you are using internet marketing, this may be a good point to check your baseline traffic increase. Examine how many new leads have been generated. If you are not pleased with the number, launch a new campaign timed to coincide with the expo.

Step 3: Tweak Your Trade Show Display To Match

Once you are confident that your marketing program is strong, you can begin considering ways to incorporate your trade show display into that program. It should match the look and feel of what you are currently running, including colors and major logo elements. It should also have the same emphasis featured on other advertising. For instance, if a new product is highlighted in your campaign, it should also be promoted in your exhibits. Above all, ensure that your trade show exhibits harmonize with your marketing program. This is an important step to take. Even if it's not a major component of your strategy, it should still be recognizable as part of your company.

Step 4: Ensure Proper Follow Up

After the convention, you will see increased interest in your company. You'll get more hits to your website, more phone inquiries, perhaps even press exposure. The most important step here is to leave no lead unattended. If you have an online presence, keep your website updated. Follow up all phone calls. Publish press releases. Reach out to your audience. Your booth has convinced them to reach out to you.