Sales Energized Trade Shows (Post 7 – Post Show)

After the show you’ll want to pay close attention to both lead distribution and lead follow-up. This is super important since one of the key reasons you’re exhibiting is likely for lead generation. Yet this all important step often gets lost in the rush to move on to the next high priority item on your too busy work schedule!

You’ll also want to analyze the lead quality together with your Sales team liason and use this information to improve your prospect outreach efforts for future shows you have planned.

This communication is key to ensuring ongoing buy-in to your trade show program. You need to toot your own horn and this is a great time to do it – and also a good time to make some requests for future participation.

After the show you should share your goals, metrics, and performance against these metrics.  You should also communicate the changes you’re making for future shows. Be sure to solicit management feedback from both marketing and sales executives so that you can understand their impressions and reactions, and this may also be a good time to share some of your observations and requests for more or better help with future shows.

You’ll want to boil down the show results into key takeaways and ideas for improvement for future shows to create a culture of continuous improvement.