Collecting leads at a convention seems as simple as maintaining a mailing list. But what do you do with that list after the convention is over? Surprisingly few companies have a satisfactory answer to that question, and they lose valuable leads as a result. With some preparation and awareness, you can get great results from your trade show display, gaining more customers and generating more income.

Planning Your Trade Show Marketing To Maximize Leads

Before the actual event, getting the maximum number of leads should be your focus. Drive traffic to your booth and ensure that you have enough literature to keep visitors occupied. Let them test your product if possible. Ensure that your booth is well staffed so that visitors can discuss your product with a knowledgeable representative. Ensure that the visitors' contact information is collected - maintaining contact after the event is key.

Sorting The Data

Once you have collected the numerous contacts, you may face the daunting task of organizing the data. If you have entered the data into a computer or used a system where the data was automatically entered, your task will be easier. If you used the time-honored and highly effective method of manual sign ups run by employees with clipboards, you may need to hire some temporary assistance. Ensure that your temporary help is familiar with entering data into a trade show marketing database.

Leveraging Your Trade Show Display

The key to a big effect is to get all this data entered and sorted as quickly as possible. Most of us have a short attention span and a relatively short memory. You need to make an impression with your display, and then leverage that trade show display while it is fresh in the minds of your visitors. Even a week after the event, your post trade show marketing tactics will be noticeably less effective. Ideally, you should have all your data entered into your computer system and ready to be used for marketing purposes within three days after the event. Anyone who gave you their information should be sent a note thanking them for visiting your booth and encouraging them to contact you with any questions. Your staff should have made notes on anyone who had a specific question or interest, and answering it promptly or addressing it specifically will have a huge impact.

Maintaining Contact After The Fact

Once you have contacted your new leads for the first time, you should pay attention to your other methods of contact. You might not consider an updated website to be part of your event strategy, but many visitors reach out through the internet. You want to have contact information easily visible. Your website should have information about your products, and it should present that information clearly and concisely. In addition, you should add emails to your mailing list whenever your visitors permit it. Send out a newsletter that contains relevant content beyond just advertising - make it something they really want to read, rather than a pure marketing publication.