Exhibiting at an industry trade show can easily cost tens of thousands of dollars, all in.
Don’t spend that money in vain. Too often, we see brands shell out big bucks to exhibit, only to under-invest in the post-show plan.
To turn your time on the conference floor into meaningful connections with operators (and, eventually, sales), you need a follow-up strategy.
This 10-step checklist is the key to turning those badge scans into actual relationships with operators.
Be consistent in scanning badges at your booth — even when things get busy. And don't let them sit in a CSV file forever. In-person chats aren't worth much if you don't follow up.
Your broker is great for some things, but usually not spearheading your post-show process. They have multiple brands to manage and can’t invest in your follow-up like you will. You need to handle the first touch and ensure the execution is effective and consistent, then move appropriate leads to your broker later on.
Upload your badge scan file into your CRM, and tag everyone with proper attribution. From there, you can track what happens with each contact, from conversion rates to deal size to time-to-close. That’s how you ultimately calculate ROI and make an informed decision about whether to exhibit again next year.
Don’t blast out one generic email — C-stores need different messaging than university dining programs. Your note to chains won’t resonate with mom and pops. Break down your list by opportunity type (the First Bite platform does this for you automatically) so you can tailor your messaging.
Most brands leave a big show with a handful of really promising leads. Those people shouldn’t go into an automated sequence. Instead, they get personalized, high-touch follow-up.
Send your first post-show outreach within 72 hours — the faster the better (bonus points if you did it during the show). Operators’ memories grow fuzzier the longer you wait. Reach out while your brand is still fresh in their minds.
A simple, personalized note from an actual human goes way further than a beautiful-but-generic marketing email. Write in your voice; reference something from your irl conversation, if you can; and tailor your content, product focus, and value proposition to suit your recipient’s needs.
Your outreach shouldn’t be one email. Create an entire sequence with several touchpoints. The average response comes after three emails, but remember the Golden Rule (don’t send more reminders than you’d want to receive yourself).
Emails are great, but don’t stop there. Adding follow-up calls and social media DMs can improve your results. More channels = more opportunities to connect.
Provide a special offer through your broker, distributor, or with a direct operator rebate to encourage that first purchase. Tailor it to the audience (e.g., a national chain won’t care about one free package of your product, but a three-door mom and pop operation might). You can use First Bite to generate operator rebates in minutes.
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