Months and months of effort may go into planning an impactful brand experience that creates the right exhibit design and messaging as well as pre-show strategy and in-booth engagement. But the truth is that the real work starts when the event is over.
After all, success is not just achieved when the number of qualified attendees exceeds the goals set. Success comes from having a post-show plan that helps move top prospects to the next level in the sales pipeline.
As with everything, careful planning will put you in the best position to ensure every lead receives considered post-show attention.
Did someone mention a post-show plan? Here are some great thought starters:
A carefully orchestrated communication plan should include a series of touches designed to turn an expressed interest into a sale. How many touches that prospect base needs can vary significantly, so don’t be afraid to test and see what makes the most sense for your company.
Relationships may begin the show floor, but there’s no reason to leave a single prospect behind once those show doors close. Your attendees deserve a great nurture campaign. Why not start planning today?
Jen Borucki, HMCC is a Marketing Communications Specialist for MG Design, a global full service experiential marketing partner with complete turnkey design, fabrication, marketing, service and labor offerings to successfully create experiences that enrich our clients, our team, our community and our world. In addition to answering your RFI/RFP questions, Jen also provides copywriting services through MG’s internal marketing services agency, magnify™.