Why Trade Show Follow Up Is Absolutely Essential.
It’s not enough that you have reached so many target clients during a trade show exhibit; or that you have almost depleted your boxes of postcard printing materials during the event. The fact is, your trade show exposure would be for naught if you do not have a follow-through plan for the people you have made contact with.
Lead follow through activity is basically essential after the event is over. According to a recent research study, 80% of leads that were collected during a trade show are not followed up. In other words, 80% of your money, time, effort and energy have been completely wasted
Let’s face it; the main purpose of exhibiting at a trade show is to generate as many leads as you can from the attendees and participants. Therefore, this should be your focus before, during and especially after the event. So obviously, your task doesn’t end when the trade show closes. In fact, your job of getting these leads into customers has just begun.
So where do you begin your follow through? You can start by sending them thank you emails to express your appreciation for stopping by your booth and allowing you to introduce your business. Better than just a text based email, you can send a video email.
Here are a few very interesting facts regarding video email:
Video email reduces advertising cost and increases customer retention by 400%.
Studies show that video email reaps a 280% higher return than direct mail.
In a study by – Marketing Vox, results showed that 63.9% of 5,000 people watched a video sent via email to completion, compared to the average time spent on a text email – which was 8 seconds!
Obviously, video emails are not only more cost effective, but effective overall than traditional follow up methods.
When would be the most appropriate time to follow up with your leads? Between 7 and 10 days after the trade show is enough lead time for you to get in touch with your target clients. If not, then your leads would probably forget you and your business and move on with their lives. The longer you wait to follow through with your leads, the higher chances of your prospects losing interest and even forgetting you all together.
When planning your next trade show or special event, take these facts into account in order to reap the largest possible return on your trade show investment.