Before the show...
Make sure your exhibit team knows what your objectives and benefits are
Set up a lead-gathering and handling system
Let your best customers know your booth location. Ideas: Provide maps on the show floor, with your booth highlighted; supply customers with pre-addressed cartons they can use to ship samples and literature back to their offices, instead of lugging them in an overstuffed suitcase.
Sit down with your printer and order an adequate supply of up-to-date business cards...materials to pass out at the show... samples you plan to distribute...post-show fulfillment matter Ideas: Third-party testimonials about your products or services make excellent show handouts; your fulfillment materials should be on your prospect’s desk the day after he or she returns to the office from the show
During the show...
Meet with all members of your show team once a day to review hitches and accomplishments
Daily, mail business cards from show attendees back to your office for database entry
Attend the show’s educational seminars — they’re a great place to meet sales prospects — and take notes on the questions people are asking
Meet with customers and hot prospects off the show floor and outside of exhibition hours, when you can enjoy their undivided attention.
After the show...
Rush fulfillment materials to all names on your show database. Idea: Your printing company can deliver post-show materials, and issue proof-of-fulfillment documents to you, without adding to your staff ’s workload. You just supply up-to-date database files.
Copy the show leads you have generated to your sales staff and distributors
Follow up every booth visitor with a phone call or, at least, a brief note. Imperative: Ask to meet, so you can provide your contact with detailed information on products of special interest.
Share samples collected from other exhibitors with your employees
Prioritize ideas, product information, and notes garnered from the show...assign follow-up to specific staff members...file information
Critique the show with all members of your exhibit staff and share your opinions with your management.