In the February 2023 issue of PCB007 Magazine, our expert contributors provide us with methodologies to create your own post-show plan of action and identify the important points to consider within that plan. In fact, post-show marketing is an important tool in your toolbox. Avoid the temptation to pull back your marketing. How do you and your company build upon what you’ve learned-and the new relationships you’ve built-and move forward for the rest of the year? In an industry like ours, relationships are everything.Īs we learned from our experts this month, one thing is certain: Your marketing campaign shouldn’t end when the trade show does. Your company spent some money sending you to the show what are you bringing back to justify your trip and your likely frequent visits to the bar? What was the biggest takeaway? What were your rivals doing? And what’s the best way to disseminate the new technical information you learned at the show to the rest of your team? You’ll probably have to be the champion responsible for that. You have to be relentless, because all of your competitors are being relentless. How do you carry the momentum you felt during the trade show, when you had that “a-ha” moment and knew you were onto something really new and innovative? You can’t let up. A good post-show plan may not guarantee success, but it puts you on a good path. But in the meantime, you need to do some serious trade show follow-up. The impact of the show does not end when the show closes its doors. Then you attend the one meeting that you can’t miss, hit the high spots on your emails, finish off whatever you were working on before the show started, start a load of laundry, and go back to sleep. I’m sure we’re all guilty of this over the years: You get home from the airport and sleep for four hours. It’s tempting to kick back for a while, especially with all that goes into attending a trade show. You actually sound like a sick bullfrog, but hopefully you’ve at least tested negative for COVID. You’ve networked so much that your voice is just about gone. You’ve learned a few things at conference classes and met a few dozen experts that you plan to chat with ASAP. Now you have a pocketful of new business cards, and your company has a whole slew of leads for potential customers. You’ve spent a good part of your month either planning for, attending, or traveling home from a trade show, most likely.
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