Magazine article Art Business News

Next Steps: There's No Downtime after a Trade Show Wraps

Magazine article Art Business News

Next Steps: There's No Downtime after a Trade Show Wraps

Article excerpt

The fall lineup of trade shows may be behind us, but the work isn't finished yet. To make the most of your trade-show experience, don't overlook the importance of a thorough postshow evaluation and follow-up. Here are some tips to help ensure that you don't let networking and sales opportunities slip through the cracks.

PROMPTLY FOLLOW UP WITH ALL LEADS AND CONTACTS FROM THE SHOW. Sure, you may have exhausted your supply of business cards, but that fact doesn't mean that everyone who has one will contact you. It is important to take the lead and follow up by contacting both current and prospective customers.

If you did your homework and went to the show prepared, you will have devised a system to prioritize leads and will have collected relevant information on each contact to assist in personalizing your follow-up communications. E-mails and telephone calls are easy enough; for current clients, however, consider something as simple as a handwritten thank-you or nice-to-see-you note.

SPREAD THE WORD. You may have kept nonattendees up to date during the show with posts to your Facebook page or Twitter feed, but it's important to continue to market yourself in this way after the show ends. Consider assembling a press release with highlights and accomplishments from the show. You can send press releases to media outlets and to contacts, and you can post both press releases and photos on social-media sites.

ADD NEW CONTACTS TO YOUR DIRECT MAIL OR EMAIL MARKETING LIST. It's helpful to apprise contacts of upcoming events featuring your work, new designs and new works. …

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