Author: Oser Communications Group

How To Maximize ROI By Following Up on Trade Show Leads

Written by Oser Communications Group on January 30, 2025. Posted in Trade Show.

Why do some companies see big returns after a trade show while others don’t? Beyond getting names and numbers, it’s also about how you engage after the event.

As trade show advertising specialists, we at Oser Communications Group know how local businesses can turn those initial conversations into meaningful opportunities. Keep reading to learn more about following up on trade show leads!

Categorize Your Leads First

Make no mistake, following up on trade show contacts takes time and effort. Always prioritize and group them based on their interest level. For example:

Hot leads: These hot leads have identified your product or service as something they need now. They also have the budget for it. Lock in that sale with a swift response to turn their trade show interest into a definite purchasing action.
Warm leads: You captured the interest of your warm leads. Now, those people need more information to make a decision. Case studies, product demos, or even a quick call to answer questions may keep them interested.
Cold leads: Consistent post-trade show lead nurturing will help earn the interest of people who have no urgent buying intent. They might just need some time and more motivation.

Use the Right Communication Channels

Effective lead follow-up after trade shows starts with choosing the right method of contact, such as:

Email campaigns: Emails are an easily scalable way to stay in touch with an overwhelming list of contacts.
Phone calls: A quick call makes a big difference for hot or warm leads. It’s personal and shows you’re eager to help.
Social media: Why not share updates, comment, or even send a quick message on a more casual platform? Social media engagement nurtures relationships naturally.
Direct mail: Sending a postcard or brochure might cost more, but it leaves a lasting impression in today’s dominantly digital world

Best Practices for Trade Show Follow-Ups

These trade show lead follow-up strategies can fine-tune your approach for better results:

Created a Tailored Message

Most people notice when a message feels generic. Greet the recipient by name, make a reference to the trade show you met at, and mention something specific you discussed.

Address the lead’s pain points and reintroduce your solution.

Timing It Right

Someone who might have expressed deep interest at the trade show could quickly lose focus afterward. Follow up within 24 to 48 hours, then space out your outreach over the next few weeks.

It’s a fine balance between persistent and pushy.

Use Modern Tools

Customer Relationship Management software tracks conversations, sets reminders, and keeps everything in one place.

Marketing automation saves time. Let CRMs send emails or schedule content for you!

Measure Your Success

What’s the point of prioritizing trade show leads when you don’t track results? Look at open rates, response rates, and conversions.

Use the data to continuously improve your approach.

Do You Need Help Converting Trade Show Leads To Sales?

Should you use an email follow-up or a phone call? What if someone isn’t responding?

Following up on trade show leads can feel confusing at the best of times. Call (520) 721-1300 to let Oser Communications Group help!

The Biggest Trade Show Booth Design Mistakes To Avoid

Written by Oser Communications Group on December 30, 2024. Posted in Trade Show.

Are you trying to optimize your trade show booth design so you achieve high conversion rates? As the experts in marketing trade shows, Oser Communications Group can help you design the perfect booth. Keep these tips in mind when you’re planning your layout, display, and more.

Enabling Distant or Stand-Offish Behavior

Do you have employees who are prone to standing away from customers until the prospective client engages? If your staff behaves distant and reactive, attendees won’t feel welcome approaching your booth. Consider arranging your booth so staff are encouraged to stand close to where people walk by.

Pitching Without Regard for Your Target Audience

You have a well-rehearsed pitch, but does it address the needs and concerns of your target audience? Consider placing graphics and branding around your booth that help you and your staff remember what they should address in their pitch. Focus on highlighting your unique selling points in a tangible form.

Relying Too Much on Handouts

While handouts and signage are an important aspect of booth design, they shouldn’t overshadow your conversations with visitors. When you rely on these elements, you lose the benefits of a personalized pitch and connection. Design your booth so you have to interact with the customer beyond giving them items.

Helpful handouts for your trade show booth design include:

Marketing material: Many guests love having graphics like a brochure or pamphlet to look over.
Merchandise: Ensure you have branded objects to give away or sell, like pens, sweatshirts, or mugs.
Lead capture device: You need a way to collect contact information from interested trade show attendees. You can also have a small container to collect business cards or an iPad available.
An interactive feature: Possible interactive features include promotions, videos, or a product visitors can sample.

Prioritizing Function Over Form

When you’re considering your booth design ideas, remember that aesthetic matters. You want your booth to feel accessible and have plenty of space, but it needs to welcome and wow your guests. Incorporate subtle lighting, complementary colors, and a layout that flows.

Scheduling Too Few Team Members

While not a structural element, your staff plays an essential role in booth design. You need one or two people at the booth so guests always have someone to interact with. Poor staffing decisions can leave your team unable to woo all of your prospective customers.

Neglecting the Follow-Up

When you have a lead collection device like a clipboard or iPad, it sets an expectation that you’ll follow up with guests. If you’re not going to reach out, don’t design your booth around collecting contact information. When your interested leads don’t hear back, they feel like you don’t care and will take their business elsewhere.

Oser Communications Group Helps You Avoid Trade Show Mistakes

Now that you know the essentials of trade show booth design, let Oser Communications Group provide your booth design elements. With over six decades of experience, we provide trade show publications that stand out. Book a consultation by calling (520) 721-1300.

B2B Trade Show Marketing Tips To Boost Your Brand Visibility

Written by Oser Communications Group on December 30, 2024. Posted in Trade Show.

Are you delving into B2B trade show marketing and need tips for optimizing your brand visibility? As the premier consultant for marketing trade shows and producer of publications, Oser Communications Group can help. Follow our strategies to generate more business from your networking efforts.

Consider Your Objectives and Goals

What do you hope to gain from marketing at a trade show? Setting clear goals for your business facilitates your approach. Without a solid goal, your brand’s image may not be consistent, which may confuse prospective customers.

Setting objectives also helps you measure your success. If you don’t have any key performance indicators, how can you improve for next time?

Focus on Your Target Audience

Leveraging trade shows for increased brand visibility requires you to understand and cater to your target audience. If you don’t know what your customers want or need, you can’t create signage or schedule events that engage them. For example, you’ll use different demonstrations to target C-suite executives than you would middle management.

Establish a Clear Budget

If you don’t act intentionally, you may spend more money than you intended. If you want your marketing to produce a net gain, you can’t spend all your profit before you make it. Know your budget and find ways to maximize the results of your trade show within your means.

Meticulously Design Your Booth

What are the essential components of B2B trade show marketing when it comes to designing your booth? A design specialist can help you optimize the following factors.

Lighting

Your lighting should strike a balance between form and function. While you want it to represent your brand, it should also create a welcoming environment that helps potential customers focus on the important aspects of your demonstration. Use accent lights to guide focus and subtle lighting to create your desired ambiance.

Location

Consider how your booth’s location relates to other exhibits at the trade show. Prioritize an easily accessible location that avoids your competitors so they don’t overshadow you. If you’re selling products, secure a position near the entrance so yours is one of the first booths customers see.

Signs

Ensure your signs maintain branding consistency by using the same font, language, images, and colors as your other materials. Opt for larger signs that customers can read from a distance. This entices them to come closer, and then you can use your skills to close the deal.

Plan Engaging Activities and Promotions

While you’ll focus on converting customers into sales, offering engaging activities increases your chances of success. Consider the following options:

Give customers a chance to try out your product.
Provide an opportunity to enter a contest or giveaway.
Play a game related to your product or service.
Spin a wheel with a guaranteed chance to win a prize.
Take their photo and add it to a hall of fame.

Seek Expert Help for Designing Your Booth Today

Oser Communications Group can increase your branding during B2B trade show marketing and help turn your leads into profit. Working with us lets you avoid common trade show mistakes. Call (520) 721-1300 to schedule a consultation today.