A lot of effort was focused on getting visitors to notice you at the show. You poured time and budget into stunning exhibit and graphic design, on training the sales force to deliver the perfect demo, on creating captivating computer and video presentations - and your resources were well spent! Just look at the prospects flooding your booth. They're impressed, curious and engaged with your product. The show is a success. Now what have you done to ensure success after the show?

Follow-up can be a weak area for many exhibitors. As with any marketing campaign, getting noticed is only half the battle; your goal is to make a lasting impact. Clients will meet with dozens of companies at any given show. No matter how strong an impact you make on the floor, your effort is wasted if clients can't remember you after the event. There are several ways of making a lasting impression, and while you can allot as much or as little of your budget to these methods as you want, it is always worthwhile to put as much thought and planning into them as you can.

• Giveaways
  
  

  Also known as premiums, promo items, and tchotchkes; customers love giveaways. Cool new toys, useful tools, clever oddities and other bits and pieces branded with companies' names and logos find their way into customers' bags at every show. They can function as a great reminder of your company's message and a "thank you" to your clients if you choose carefully and consider your audience. If you are not so cautious, they can be a waste of money.

  Some points to keep in mind when choosing premiums:

  Branding is everything- The main reason that premiums exist is to remind clients of your company, product and message. A logo, your name, and maybe a catchy slogan are all nice things to include. Just as important are contact details. If a client uses your combination calculator-clock-radio at her desk everyday, make sure she sees your phone number and web site address. When she finally decides to order, she needs to know where to call.

  Keep it appropriate- Make sure you give away something your audience wants or needs. You wouldn't give away a tube of sun screen at a Seattle home show or a windshield-scraper at a Florida podiatrist's convention. If your audience tosses or gives away your giveaway as soon as they leave, then you have thrown away your money. Also remember to keep it tasteful; what might seem clever to you could be offensive to others. A negative impression can be far more harmful than no impression at all.

  Quality is as important as value- You want to get a good bargain, and buying bulk or out-of-season items ahead of time can save you a load of cash. Be careful, however, that you don't end up handing out inferior items. If you hand out promos that break easily or don't perform what they are designed to do, what does that say to potential clients about the quality of your company and its products?

  Don't give it all away- Be careful that your reps aren't handing out promos indiscriminately to everyone that walks past your booth. Promos can be a great tool for pre-screening and thanking prospects, but if everyone gets one you will waste most of your time wading through crowds of people that just want whatever cool goody you're giving away and have no interest in your product at all. Reward customers who listen to presentations, talk to reps, take surveys, or participate in a demo. It is also a good idea to have a special premium for VIPs and major customers.

  Consider your clients- Promo items are fun and people like them, but it is difficult to track how effective they are or how they impact your ROI. An alternative to handing out tchotchkes is to give away something directly tied to your product or services. For example, we might sponsor a drawing in which the prize is a graphics package for use on of our displays. This is a one time give-away of considerable value. The benefit is that while you may receive a few less business cards in your fish bowl, each and every one will be a qualified lead interested in your product, allowing you to track ROI effectively.

• Post Show Follow Up
  
  

  Show marketing doesn't end when the booth is packed up and you're on the flight home. If everything has gone well, you'll most likely have pages of customer contact info, piles of business cards and a show list of attendees. These are all valuable resources, and to make your show truly successful, follow up after the event is a must. Most companies will at least have the sales team call on the names they have collected, but keep in mind that during the weeks after the show customers will be receiving calls from numerous exhibitors. They may not remember your company by name, and without the immediacy of the show, what attracted them to your product or service may not seem so apparent anymore.

  Consider some of these options when following up with clients:

  Targeted, themed mailings- Successful exhibiting usually relies on an identifiable theme for your exhibit. Color schemes, images, slogans and ideas are a common thread tying together your booth, signs, advertising and literature. Post-show mailings should use these same themes, essentially becoming an extension of your exhibit. It is also beneficial to include a picture of your booth somewhere on the mailing. Reminding your clients visually of your exhibit will bring back the immediacy and excitement they felt at the show, and strengthen the relationship they feel with your company.

  Attendee discounts- Many companies promote discounts to attendees before and during the show. After the show it is just as important to remind customers of any courtesy discounts or specials offered to show attendees. If they weren't aware of the promotion during the show, it will be a pleasant surprise, and either way may serve as deciding factor if they are comparing your products or services against a competitor's. It may also be worth considering offering the same discount to any clients that attendees refer within a set period after the show to increase exposure.

  Make the show a part of your corporate site- This advice applies to pre-show, post-show and during the show as well. Consider integrating information about the show into your web site or creating a specific page or section devoted to the show. Make this information, including the page address, a part of all your mailings and literature. Include updates about the show, show news, photos, and product information. Consider having one or several of your show staff post a blog, or periodic live update on show events, news and anecdotes. This will not only make the show experience more lasting and concrete for clients, it also offers a way to use the show to reach clients that cannot attend in person.

  Track show response- Recording details as to attendee response after the show is invaluable. Not only should you keep track of new clients who ordered during and after the show, but existing clients that are ordering due to information from the show, the responses of attendees that don't order, and general response to your show presence. This is all necessary to measuring trade show ROI. Consider mailing out a post-show survey or offering one on your corporate web site.
  You might ask:
  What clients liked and didn't like about your exhibit and presentation
  What they would have liked to have seen or been offered
  What other exhibits they visited
  Overall show impressions
  How many and which shows they attend each year
  Whether they will be considering attending this show next year
  Consider offering a small premium or discount to those that complete the survey as a thank-you. Not all clients will respond, but those that do will provide information that will be important when planning future show strategy.

Strong follow up is integral to creating a successful trade show experience. Spending some time and effort on this area can insure a rewarding investment with every show.