Once the tradeshow is over, it’s easy to let a few things slide because, after all, you’ve been working your fanny off for 12 or 14 hours a day for several days straight! But if your tradeshow followup can manage to do just a few things prior to taking that five minute well-deserved rest, here’s where to start:
- Make sure the leads are delivered to the sales crew. Depending on the size of your operation this may be hundreds of leads and 10 or more sales people, but it might be a lot less. Make sure the leads have good contact info, and correct follow up info (who gets what and when), and make sure they’re graded in terms of importance and urgency.
- Check the booth crate(s). It’s easy to let this step slide, because the crate may not get back for days, or even weeks. But take a half a day or whatever time you need, make sure the crates were packed properly, make sure all items are there and in good shape. Make a list of what’s missing and what needs repair before the next show.
Compile and file all of your reports: travel expenses, products sold, samples given away, booth personnel, comments from the staff, costs of the show, and so on.
- Gather photos and videos. These could be useful for social media, your company blog, and checking to make sure that the booth is in good repair, or to document damage.
- Gather any social media, media or PR stats. How many tweets and Facebook posts went up during the show? How many retweets or interaction? How many videos were posted on YouTube and how many views did they gather?
- Give a report to the boss. Not only will this show them the overall results, it’ll help justify your position (if it needs to be justified). Added benefits include having that information spread throughout the marketing team and management, show trends from show to show, and give you a go-to place for questions about the booth, shows or anything related.
- NOW take that break!