Whether you attend one trade show a year or ride the wave of many print-related events, there are three things you must do after a trade show to maximize the experience.
I’m going to give you three tips for every section. One for beginners (aka the Knowledge Commoner), one for intermediate (aka Show Pro), and one for the advanced attendee (Trade Show Master).
#1 Business Cards
Knowledge Commoner: Yes, this is common knowledge. Write notes on people’s business cards to remember information about the individual.
Show Pro: Take a photo of the person holding their business card. This is an amazingly simple way to put the face with the name. Next year, when show season rolls around, you can review the photos and remind yourself of people you might see.
Trade Show Master: Take a video of the business card and narrate everything you can remember about the person. Tag it with keywords. Also, look the person up on LinkedIn and send a personalized invitation to connect. Set a date in your CRM or calendar to follow up within 60 days — sooner if they are a prospect.
#2: Following Up
Knowledge Commoner: After the event, send a card or email. Only after you generously offer to help in some way should you diplomatically let the person know you are open to doing business (no spam!).
Show Pro: Include an expert article or resource that follows up on a conversation you had. It’s extra special if you print it out (always include attribution) and mail it, along with a cheerful note and your contact info. Don’t send an article that has been around the block. Send something with a new angle, or with lots of helpful information in one place (like a resource list). There are so many smart, fresh people in our industry. Quote the work of the new expert voices instead of the same-old, same-old.
Trade Show Master: Make a coffee date with individuals in your area to have a group debriefing session. This is really fun, and it increases the amount of info you come away with. Prepare something cool that others in the group can put in their company report about the show. Depending on the person, I might assemble a slideshow of trade show photos, write a one-page executive summary, or do a bulleted list of equipment from the event that caught my eye. If the person had to stay in their booth throughout the show, your insight from the show floor will be appreciated.
#3: Dealing with Literature
Knowledge Commoner: Haul everything home, and go through your trade show literature when you return to work. Or maybe never look at it again.
Show Pro: Sort literature and trade show souvenirs before you leave the event. Recycle anything that’s not going home with you. Set up three bags: Sales and networking opportunities go in the first bag (so you can follow up within a few days of the event). In the second bag you’ll put items and info to be passed along to your salespeople or production department. For the third bag, throw in cool things to look at in a leisurely manner – the bling and the swag. You will appreciate this sorting step when you return tow work. You’ll be able to open the first bag and process it (enter into CRM, connect on social media, make appointments, etc.) right away without getting dazed and confused.
Trade Show Master: Share the knowledge! Write a report to your higher-ups and let them know what you found interesting at the show. Mention that you debriefed with other attendees and exhibitors. List names and titles of influential and impressive people you networked with. This type of report sets the stage when you put in a request to attend future events. You demonstrate you are a person who can connect with useful industry colleagues and return with high-value information that the entire company can benefit from.
BONUS: If the production folks in your company did not attend the event, put together a slide show, video or presentation to share what you learned. Focus on the items they specifically would like to know, such as new technology, workflow, quality, trends, new ways to do old things, price points, special features, coming attractions, and online resources.
Conclusion:
Managing piles of information after a trade show is daunting. Sort it before you come home, while your brain is still in show mode. Keep the process simple and efficient. Share what you learn. Follow up with new people. Make the leap from Knowledge Commoner to Show Pro to Trade Show Master!
If you found this advice useful — or have tips of your own — please leave a comment below.
Read more from Sandy here.
Sandy Hubbard is Marketing Strategist for the Printing Industry. She advises printers on how to take their businesses to the next level. Her philosophy is that any marketing program needs to be sustainable over the long haul. She provides clear and calm guidance, ongoing support, affordable tools, a team of reliable providers, and the ability to train and empower your employees…all with NO stress! Remember to aim high and #HelpPrintThrive.
