5 things to consider while designing a post-trade show marketing strategy

Trade Show is over. Are you ready with a post-show marketing strategy?

Marketing is predominantly an act of resilient persuasion. Face to face marketing, the brainchild of trade shows, banks on the power of human interactions to make marketing a personalized affair. A trade show is a unique opportunity for an exhibitor, to interact with prospects personally and familiarize them with the brand.

Depending on the changing demeanours of attendees visiting your booth, the kind of leads you attain through the show varies significantly. Since all leads obtained do not have similar expectations or do not have equal possibility of conducting business with you; it is imperative for you to set up a strategy to cater specifically to every acquired lead to achieve maximum conversion ratio.

Here are some strategic segments that you can use while structuring your post marketing strategy. Post marketing is a combined process that requires continuous communication exchange with prospects while addressing their queries and reassuring them with your brand’s potency. During the whole process, until the deal is finalized; inform them your service options to assist them in making a better choice.

Personalized follow Ups

In an Era of automated lead nurturing, follow-ups have become much easier. But just because you have the tool to fetch every trade show lead with the same tired message, does not mean you should necessarily do so. As the gradient of interest of the leads in your brand varies, should a distinct and specific follow-up for every prospect.
Personalizing your follow-up has the benefit of generating follow-ups that addresses particular issues, includes markers from your conversation with lead at the trade show and tells prospects exactly how you might be able to assist them by business collaboration. A personalized follow-up further differentiates you from the crowd by making your response seem distinct as compared to their inbox full of automated replies.

Leave no stones Unturned

With resources such as social media and digital platforms, new frontiers are opening up to trial prospects. It is best to make use of all these platforms to reach out to your prospects. By connecting with clients across these platforms, you can stay consistently in touch with them.

LinkedIn is one such platform which is entirely business oriented, so set up a plan to send out requests a few days after the meeting. Make sure to include a brief reminder of your meeting with them on the show. On social media, keep your content rolling and include hints of your market abilities by updates like successful case studies and client affairs management.

Design the track ahead for prospects

As you start sending out Mails and Newsletters to your prospects, ensure that there is consistency in your send outs. Space your replies in a structured manner so that they are interconnected and lead the receiver towards a specific product or marketing aim. Make sure that your replies are regular and the recipients are not held off for weeks to receive the next one. Also, make direct contact information prominent in your replies so that the recipients can easily contact you.

Give them options to consider

A usual follow-up focuses on one offer and a call to action. While this is the generally a followed guideline, including only one option might limit your reach. The lesser options you include in your follow ups the fewer responses you will get. It is best to offer multiple options in your send outs so that it covers a wide range of your services and consumer requirements. This way you can increase your response reception manifolds.

Asking the right questions

Your booth staffs have an opportunity to interact with the prospects on the show floor and gather as much information as possible. This information is an apparatus for your marketing team to recognize the exhibition needs of the prospects and the specific regions where your organization could be of assistance to them. Based on this pre-obtained the information you can structure your follow-up and provide solutions to them. Asking the right questions and providing the correct answers requires analysis of the prospect’s business interest. This facilitates dialogue in between and increases your chances of closing the deal.

Be realistic

Not every lead will become your esteemed client after the show. Despite resilient efforts, you may still lose out on prospects due to your own mistakes or a change in the prospects preference. Thus, it becomes necessary to recognize all the potential prospects and faltering leads.

This will help you to stay focused on remaining prospects and modulate your strategy to avoid losing further leads.

The basics of the phenomenal lead nurturing process boil down to how efficient you are in persuading your leads about the credibility of your brand and its services. Maintaining a consistent contact and developing trust helps a business in retaining a customer for life. With all the above-mentioned post-marketing strategies you can run an effective campaign that positions your brand and maximizes your ROI.