How To Maximize ROI By Following Up on Trade Show Leads

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!