The last day of a trade show brings a certain relief. The booth comes down, the team heads home tired and work has piled up at the office all week. It’s understandable that follow-up gets left for “when we have a moment”. But that’s exactly where much of the investment is lost.
After many years building booths and supporting companies at trade shows, we’re certain of one thing: the show doesn’t end when the hall lights go off. That’s when the real business begins. Here are the keys to turning trade show contacts into clients.
1. The first 48 hours are decisive
During a show, a visitor talks to dozens of exhibitors. A week later, they remember very few. Those who write first, with a personal and useful message, have a big advantage.
That’s why follow-up is prepared before the show. It’s worth having several email templates drafted for different types of contact (existing client, interested prospect, distributor, press) and personalising them with what was discussed at the booth. A message saying “as we discussed about your new product line, here’s the spec sheet” works infinitely better than “thanks for visiting our booth”.
2. Not all leads are worth the same
Coming back with 300 contacts and treating them all the same is the fastest way to make progress with none. First, sort them: those with a specific, short-term need; those with interest but no urgency; and those who simply passed by.
The first group deserves a call or a meeting in the following days. The second, a slower follow-up with useful information and a proposed next step. The third can join the company’s regular communications. If contacts were captured with notes during the show (and this is where the team’s discipline at the booth matters), sorting them takes a morning.
3. Trade show content keeps working
Photos and videos from the show shouldn’t end up in a folder. Planned from the start, they provide content for weeks: a show report on the blog or website, a newsletter story, LinkedIn posts, material for sales presentations and even for promoting the next edition.
This content also helps with follow-up. An email with a short video recap of the presentation the contact couldn’t watch in full, or photos of the product they were interested in, reinforces the memory and gives a natural reason to pick up the conversation.
4. Gather what the media said
If there was press work before and during the show, it’s time to collect the results: which outlets published, with what angle and what reach. That press monitoring helps measure impact and can also be put to use: coverage in a trade publication is a good thing to share with clients and prospects.
And if some journalists showed interest but didn’t publish, now is the moment to offer them an interview, data or images that make their job easier.
5. Review with data, not impressions
A few weeks later, with follow-up under way, it’s time to take stock. How many qualified leads? How many meetings? What opportunities have opened up, and how many have turned into orders? What did each lead cost? What worked on the booth and what would we change?
This analysis doesn’t just justify the investment. It’s the basis for deciding whether to return, with what booth size, what message and what budget. Ideally, share it with everyone who worked the show: they know best what really happened in the aisles.
From booth to client, with the same team
At Fairplay we don’t just design and build the booth. We support you before, during and after the show: we prepare invitations, handle the press, shoot photos and video, gather media results and help you close the review. All with the same team, so every show is more profitable than the last.
If you want to get more out of your next trade shows, let’s talk.