Pre Show

Last week I had asked my network on LinkedIn about trade show lead follow-up.  Here are a couple more responses:

Bob Kelley, CEM, CMM wrote:

Great question and I would be interested in how many honest answers you receive. Part of the problem may be in how the booth is manned, part of the problem may be in who is responsible managing the overall exhibit process, and finally is it a strategic marketing process or a short term sales program that is rewarded by revenue and incentive bonuses. There are also many misunderstanding regarding what the goals are for being at an event. Are they their to create a presence, take orders, make sales, or identify opportunities. Sometimes the people in the booth don’t know what they are suppose to be doing.
Again great question! Hopefully you get some great answers.

This is from Robert Felber:

And I thought it was closer to 90% of the companies that do not follow up! I agree with all the comments and want to add a few. We encourage all of our clients to approach trade shows with a strong marketing strategy in place. Once the decision is made to exhibit, and the available shows are vetted for performance, we help clients develop three critical programs: pre-show promotion, during the show and the last, the all important post show. While pre-show planners seem to be only concerned with the booth and who will get stuck working it, we take the approach of campaigns that have prospects making a bee-line for the booth. During the show, efforts focus on the pre-show attendees as well as those attracted by activities (media interviews, white papers and presentations, show sponsorships, booth graphics, etc). And, since focus was placed on capturing proper data both before and during the show, then the activation of the post show campaign (from minutes to no longer than 5 days after the show) is sure to be a success. Rob Felber http://www.felberandfelber.com/case-castle.shtml

Now from the Attendee’s Perspective – Allison Griffiths response:

As a trade show goer rather than exhibitor can I put in my viewpoint. When I talk to the exhibitors I only ask for cards if I think a follow up is worthwhile. As a consultant I frequently take information as I never know what a future client is going to require. I put a small note on the card so that my follow up e-mail is personalized and try to send an e-mail to all new contacts even if it is only “I’ve thought about it and looked at your web site and don’t think we can do something but would like to keep your details for future possibilities – by the way I like x on your website” If that e-mail generates a response then it is the start of a relationship and I am more likely to think of them in the future.

However, those exhibitors that I do give my card to can generally be broken down into (in % order)

a) Never hear from them again – probably about 80%

b) Get a standard e-mail saying thanks for attending plese see our web site. This is fine but I also get this from some people that I have talked specifically to and asked for a response on an issue

c) Get a phone call within the next week – don’t mind these as it shows they are trying

d) Get a phone call or e-mail some months later. The record goes to a follow up call 8 months later – what is the point of that?? I am more likely to feel insulted that you have finally got around to me (was business slow that week) than pleased to hear from you

e) get a personalised e-mail or call that means I can start a relationship – probably about 0.1%

In my book if you attend or exhibit at a trade show then you should be prepared to follow up. If not then you are wasting everyone’s time and money. It is the same problem that we see time and time again where a new product is launched and the staff can’t cope with demand. Be prepared and you will be surprised how much goodwill (and future sales) you will generate.

I think this is great advice from Allsion!

Now what about your situation – what are you doing about trade show lead follow-up?

9 AM – Just received this comment from Rich Erschik and wanted to share it with you on the blog section and not the comment portion – it is that good!

Your question about lack of follow-up has more to do with “people” today than process. And it’s WITHin the people that have to do the follow-up, WHEREin the answer to the poor lead follow-up problem lies.

Marketing people generate leads today and continue to simply throw them over the fence to sales people — for their disposition and follow-up. And considering the new barriers to follow-up today (making contact via phone, fax and e-mail) it should be no wonder why less than 20% of leads ever get follow-up.

Until marketing realizes and understands the problems associated with lead follow-up in the sales department, and that THEY need to be part of the solution, SALES will rule and MARKETING will drool – while searching the likes of employment websites like http://www.monster.com because their management doesn’t SEE their personal value.

After more than 2-decades of providing lead response management and follow-up services to companies – I now teach an industry proven lead response management process to individual companies, and the exhibitors of progressive trade show organizers, that assures 100% lead follow-up after an event or trade show.

Education is the key differentiating factor in business solution offerings today. And marketing has to learn that they are also being measured by RESULTS… not ACTIVITY.

You can find Rich at www.richarderschik.com

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