Quick Tips

Developing an Exhibition Promotional Programme – Part III

Post-Show Activity
Don’t fall into the trap that many exhibitors do of channelling all your energy and activity into planning and preparing the exhibition, conducting a successful event with well trained staff and pre-exhibition marketing activity to then return to the office, pat yourselves on the back and forget about it until next year.

Keep going with the promotional activity. Not all visitors will have got to your stand. A number of pre-registrations will not have made it to the show at all.

Most organisers will make available their visitor list. Many organisers provide this list free or it may be offered for a small one-off rental fee. A simple ‘Sorry we missed you but did you know…’ can generate a whole new set of leads.

And don’t forget about the press releases you sent out and the journalists that visited your stand. Get in touch with each editor and ask if they need more information. Tell them about the successes you had at the show. If you do this promptly you may gain a mention in an exhibition review piece.

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