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Why A Trade Show Follow-Through Is Necessary


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It's not enough that you have reached so many target clients during a trade show exhibit; or that you have almost depleted your boxes of postcard printing materials during the event. The fact is, your trade show exposure would be for naught if you have not made a follow-through with the people you have made contact with.

The lead follow through activity is basically essential after the event is over. According to a research done, 80% of leads that was collected during a trade show have not been followed up. This equals to the same percentage that you've wasted from your resources - 80% of your money, time, effort and energy have gone to waste just like that.

Need I say more about the importance of following up your leads after a trade show?

Let's face it; the main purpose of your company in joining a trade show is to generate as many leads as you can from the attendees and participants. Hence, this should be your focus before, during and even after the event. So obviously, your task doesn't end when the trade show closes. In fact, your job of getting these leads to respond to your postcard marketing campaign has just begun.

So where do you begin your follow through? You can start by sending them thank you postcards or even notes to show them your appreciation for stopping by your booth and allowing you to introduce your business.

Also, you have to realize that these leads spent their time and money just to go the trade show. Hence, your being able to recognize that fact and appreciate their effort will go a long way in helping you get recognized and retained in the minds of your target customers.

You could also send your business card even if you've already handed them out during the trade show. It will help your leads to remember you and your business. A few samples and reference materials would also be welcome literature to let them know what you can do that would benefit them.

When would be the most appropriate time to follow up with your leads? 10 days after the trade show is enough lead time for you to get in touch with your target clients. If not, then your leads would probably forget you and move on with their lives. More than that, they won't even be able to think of why your business would be valuable to them. That would be instant rejection for your business even before you could start telling them what you do. The farther and longer you follow through with your leads, the more chances of your losing their interest.

Lynne Saarte is a writer that hails from Texas. She has been in the Internet business for some years now, specializing in Internet marketing and other online business strategies.

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