Post event follow up


Trade shows are an excellent way to broaden your client base and expand your business. Often there are months of preparation and investment involved. So don’t waste the opportunity and make sure to implement a post-event follow up strategy.

Keep in mind that although this follow-up period occurs after the event, the strategy should be developed in the ‘pre-event’ phase. This is because in order to develop goals it is also important to consider goal evaluation.





Have a meeting organised after the exhibition to debrief your team on the event. Discuss the outlined goals and targets and whether they have been met. If the answer is no, provide feedback to your team based on your observations.

This is a valuable opportunity for you to grow as a team and share ideas. So use the meeting as a platform for team member’s to provide their feedback and experiences as well. Team member feedback provides information that could be crucial in developing and improving the next exhibition.





Part of the follow up strategy should include a calendar and a clear plan of how leads are to be followed up. During the exhibition, business cards are exchanged, information is shared and potential business deals are initiated. Failing to follow up on these possible clients can lead to large opportunity costs for you and your team.

Leads should be followed up within 24-28 hours of the event to maintain interest, any longer could result in missed opportunities.

Not only is time of the essence, but frequency is as well. Continue to contact your prospective customer regarding questions and concerns they may have. However, it is also important to respect their wishes if they decide to go another direction with their business decision.

Use telephone calls, emails and voicemails as part of your follow up procedure. A combination of medium will ensure that you are able to contact your potential client as singular modes of communication are easily missed.






An ROI report also known as a ‘returns of investment report’ is another tool that can assist in measuring goals and targets. This report will gauge the nature of an investment. Generally it requires calculating (Gains – Costs)/Cost.

However, based on different objectives, this may not necessarily be the most indicative formula for calculating the success of an investment. An ROI report does provide an understanding for a contributing factor to overall success.

Examining and generating a report allows for a visual representation and potential explanation for where your business can make improvements for a similar future investment.

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