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What Happens After the Trade Show?

March 9, 2019    |     Courtney Stallings

Just as important as the trade show is what happens after the show. If you’ve attended a trade show, you probably gave your information to 50+ vendors in exchange for some free goodies and information, and the relationship ended there. No follow-up whether you wanted it or not; you never heard from the company again.

If your company has invested many hours and dollars into a trade show presence, this is the worst thing you can do. Here are some proven ways to stay in touch with your trade show contacts and turn attendees into loyal customers.

Set up an email workflow

This is the oldest trick in the book, but it works! Don’t forget to send a follow-up email to everyone you spoke to at the event, thanking them for their visit to your booth and inviting them to engage more with your company. Consider a workflow that continues to nurture your contacts via email and keeps your sales reps in the loop as engagement occurs.

Target a custom audience list with Facebook advertising

You can upload your list of attendee contact information directly to your Facebook ads manager account and retarget those users with Facebook ads. (After creating a custom audience list, customer information will be encrypted for their protection.) Because they saw your brand at the trade show, they’re more likely to click on your ad and engage with your company.

If you’ve struggled with Facebook ads, check out this article to learn how you can recover from a bad B2B ad campaign.

Run geofenced programmatic advertisingtrade show, vendors

This involves additional work before the show, but it’s worth it. It’s called geofenced programmatic advertising, or AI-driven advertising, and it allows you to set a geofence around the trade show conference center, down to a specific street location, to show online ads to anyone who enters that defined area. This allows you to invite attendees to visit your booth or website and continue to target anyone who was served an impression of your ad after the show ended and they’ve gone home!

AI-driven advertising is an affordable way to deliver post-show content and offers. Compare this to Google Ads, where your cost per click may be $8.00 to $10.00 (depending on your area and competition). If you spend $500 a month with Google, you’ll get 50-60 clicks on your ad, and only some will convert. That same budget with programmatic advertising will put 50,000 ads with your name in front of people you know already recognize your brand. You’ll get the same 50-60 clicks, but your ad isn’t crowded in a list with your competitors.

Review and refine your strategy

If you can get just one program running post-trade show, you’ll be in solid shape. After your campaign, review what worked and didn’t with your team; from there you can refine your outreach strategy for your next event.

If Facebook advertising or programmatic ads are new to you, don’t overlook them. They’re proven ways to keep engagement running and continue to get more out of your trade show investment. Contact us; we’re happy to talk you through the setup. We know what we’re doing, so you don’t have to!


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