In today's digital age, exhibiting in a home brand show requires more than just setting up a booth and displaying your products. With the increasing reliance on technology and the growing importance of online presence, being digitally prepared is crucial to stand out from the competition and make the most out of your investment. In this article, we will discuss some key strategies to help you prepare for exhibiting in a home brand show and ensure that your digital presence is optimized to attract, engage, and convert potential customers. From creating a comprehensive action plan to leveraging the power of speaking to your prospect’s language, we’ve created a short guide to help you amplify your results every post-show.
Let’s say you’re a company that specialized in creating beautiful and functional home décor. You have a team of skilled designers and craftsmen who poured their hearts and souls into every piece they created, and they are excited to showcase their work at a home brand show.
You’ve invested a significant amount of time and money in preparing for the show, designing an eye-catching booth and bringing a selection of your best products to display. During the event, you spoke with countless visitors, handing out business cards and gathering contact information from potential customers who expressed interest in your products.
After the show is over, you go back home, feeling proud of the connections you had made and the potential business that awaits you. However, as time went on, you found yourself struggling to keep up with the daily demands of your business and never found the time to follow up on the leads they have gathered at the show.
Weeks turned into months, and eventually, you began to realize that you had let a significant opportunity slip through your fingers. Despite the investment you had made in exhibiting at the home brand show, you had failed to take advantage of the leads you had gathered and missed out on potential sales.
There’s an important lesson to learn from this experience: exhibiting at a trade show is only the first step in building new business relationships. Without proper follow-up and nurturing of leads, even the most promising connections can wither and die. From that day forward, you made a commitment to prioritize lead follow-up and to ensure that they never let a potential customer slip away again.
How to nurture your leads after exhibiting at a show
Nurturing leads after exhibiting at a show is crucial for converting potential customers into actual buyers. Even because they want those prospects to come to the next show, probably in few months’ times in a different location or even next year, so that they can keep the momentum going. Therefore, it’s advisable for you to follow up promptly, as soon as possible after the show, ideally within 48 hours. This helps keep your business top of mind while the experience is still fresh in their minds. Secondly, you want to personalize your approach can be either through an email automation or SMS messaging. By tailoring your communication to the specific needs and interests of each lead, you’re speaking their language. You can mention something that you talked about at the show, attach a picture you’ve taken with your prospect or refer to a specific product or service that they expressed interest in. Lastly, we recommend providing a facts sheet about the benefits your previous customers had when using your products. This can be a case study or some stats. For example, if you’re selling an energy related product, mention about the energy savings your customers had or other kind of benefits.
How to keep your approach consistent throughout the year
A prospect that has seen you in a home brand show and seen your booth, has already created a visual image of your company. So, now it’s your chance to make this opportunity a way to keep them engaged. One of the things that you can do to strengthen this relationship is to know a little bit more about your prospect. You can do a survey or if you have the resources, call them individually to have a feel about what things they enjoyed the most at your stand or what things that can be improved. It's important that you collect decent feedback. And then, you can create mechanisms, processes to keep that relationship going. Either via email, SMS or any other channel you might find useful for your audience. It’s best practises, for you to involve the same prospects every time you exhibit in a show, product launch or company update. This will help you build a community of engaged prospects.
Key factors that rely only on you and your organization
To keep all the above in place, you need to have not only a good team, solid tools but also Standard Operation Procedures in place to avoid missing out on opportunities in the future. Any change in your company structure, like employee change, location change or product updates cannot be reflected in the level of service you provide. These are things that have direct influence in your business. Therefore, you want to keep it consistent and keep your channels open, to create new opportunities and enhance your brand awareness all the time.
Overall, these are simple tricks and in today’s day and age, with the information flowing rapidly, it’s almost impossible to ignore the smallest opportunities that came to you. Every post-show, there should be a meeting where you not only discuss the results, but you also establish a foundation for your next show and be even more prepared to exhibit and convert, to get the ROI from your exhibiting efforts.
Thank you for reading the article. I am writing fresh content every week to help avid readers like yourself to maximise your profits and to grow your business exponentially. Connect with me or book a 1:1 call for a personalised talk. (When you book the session, be ready for me to take hundreds of notes of all your business specifics and to expect at least 3 detailed emails from me).