Following up with prospects after a trade show is a no brainer; the equivalent of touching home plate after hitting a homerun. But, an astounding number of companies don't do it.

After the run-up to the event, the event itself, people scattering for some much-needed R&R after the event, then new priorities upon returning to the office, it's easy for follow-up to get lost in the shuffle. That's why it is best to include post-show follow-up as part of the complete plan you develop months before the show.

Following up on trade show leads can be coordinated easily with ongoing marketing and sales activities. Here's an example of how it can be done:

Prioritize leads according to prospects' timeline for buying and the seriousness of their intent. (You gathered this information when you collected leads at the show, right?)
Send a letter to all qualified leads thanking them for visiting the booth, participating in a demo, etc., and telling them when and how you will be communicating with them in the future. Personalize the letters to the best prospects, and tell them when you will contact them by phone to set up an appointment or further discuss plans.
Keep in touch with all leads on a regular basis through permission-based e-newsletters, notices of upgrades and new technologies, and stories or information about current customers in similar industries or with similar applications. For the serious prospects, keep in personal touch with timely, relevant information. Take advantage of any opportunity to meet one-on-one with these prospects.
Remove deadbeats or those who request not to be contacted from your list.

A bit of planning up front and follow through at the back end will make sure your precious catch from a trade show doesn't slip under the net. It will also show that you care enough to continue working for your prospects' business.

Past Tips:

Don't leave good enough alone
Make time an ally
Care and handling of the media call
PR stands for personal relationships
Don't just stand there, make yourself valuable
Did you get my release? Words for PR to die by
For the human touch, don't forget to phone
Out-of-body experience

Cramblitt & Company provides us with customer stories that are usable with virtually no editing. Most press releases we receive are so hyped that after editing there is almost nothing left.

Joe Tracy
Publisher,
Digital Media FX