Secrets to Help Attendees and Exhibitors Stay Connected after the Show Shorter Version

Why improve connections? Our LinkedIn poll in January poll found that Show Attendees are frustrated with lack of follow up by exhibitors.

• 79 percent polled said they form a negative opinion of exhibitors that don’t follow up.

• 15 percent were negative towards the event as well.

• Attendees EXPECT a follow up.

• Exhibitors are missing making a SALE. Lets move on to the Secrets…

Secret #1 For Show managers – Don’t prevent business from getting done, here are ways to improve communication and make it easy for exhibitors to make sales.

• Show managers, create some quick exhibitor education videos - No need to get fancy. Use your Smartphone, quality doesn’t really matter. Videos ENGAGE and extend the life of your show for all participants.

• Can’t stress this enough. PROVIDE your attendees with plenty of charging stations and adequate areas to plug in. You want your event participants to be able to get on the web, talk about your show, and most importantly - take action on business deals.

• On this point – providing free Wi-Fi hotspots will improve networking capability. Don’t penalize show participants for being inside a conference hall – they need to conduct business as usual.

Key point: Wi-Fi connectivity is no longer an option but a necessity.

Extra Tip: As attendees sign up, make prospective exhibitors aware of the companies that are sending attendees.

Secret #2 Show managers - the success of your exhibitors depends on how they manage the sales leads they gather. How do you help them manage leads better?

• No matter how big or small your show you should offer lead retrieval. Even for small shows, just one lost business card could represent everything to your exhibitor. It helps exhibitors identify hot leads.

• Exhibitors who rely on the fishbowl method often have no formal lead qualification process in place to prioritize follow-up or gauge the potential value of leads.

• Provide them with "Tips for Show Success" in your communications.

Secret #3 Smart show managers recognize that mobile apps will help connect their exhibitors to prospects better than before.

• Most show planners and attendees already have smart phones or iPads. Smartphones let you do everything, anywhere. They are mini computers that help improve your productivity.

• You can search for all sorts of information, track expenses, FedEx shipments, and make travel plans. You can access work documents, learn about prospects while still on the show floor and email your brochures to prospects – response times improve!

• Using a Smartphone or iPad exhibitors can email prospects demos and marketing materials immediately after meeting them.

• Information will be easier to access, communication will be simpler and attendees and exhibitors will achieve better overall tradeshow results.

• Smartphone's allow participants to immediately upload pictures, videos, blog posts about your event. They can tweet, text and make deals!

Secret #4 For Exhibitors and Show managers: Socialize on the web. Use social media to its fullest. Meetings are social. A conference social community is a must to help conference attendees network both pre and post-event.

• Every event should set-up a Twitter page and Facebook page to facilitate information sharing amongst participants - It’s expected and is now the norm.

• Even for small shows - these sites also help you get your message out and will drive traffic to your show’s website.

• Gives exhibitors an area to post product info, show promotions and show incentives.

• Show managers can listen to feedback from exhibitors.

• Track positive and negative comments and respond - this fosters goodwill.

• Facilitate "Tweet-Ups" amongst participants. Announce a meeting spot on twitter, like a pub crawl.

• Show participants can post pictures and videos of events – give them a place to post and share!

Secret #5 Smart Exhibitors know that Follow-up begins before the trade show even ends. Here are a few easy ways to attract the right prospects to your booth:

• Offer incentives like special show pricing, access to exclusive research or information, or an in-booth gift.

• Send eBlasts to the preshow mailing list inviting them to your booth.

• Announce incentives on your website, the event Facebook page, blogs, twitter page and LinkedIn groups.

• Release a free press release about your participation at the show.