This really amazed us… when we were researching Being Smarter’s next service, Trade show follow up we came across a statistic which is nothing short of astounding.
80% of trade show leads never recieve a post show sales follow up.
- Center for Exhibition Industry research 2009. (ceir.org)
There are literally dozens of trade shows going on in the UK alone every day of the week. Dozens of companies, dozens of employees off the road, dozens of creative agencies designing stands and dozens of millions of pounds invested.
Most companies waste this trade show investment.
Only 20% of companies bother to follow up.
I spoke to a colleague yesterday who told me his previous company used to invest over £0.5m in their presence every year. They collected 2,000 contacts one year. Their trade show follow up strategy clearly wasn’t brilliant because when planning for the next year, he asked how many of those had turned into new business. You can guess the answer, can’t you? NONE.
Time to do things differently. Get personal. Email marketing isn’t working any more is it? Your contacts from the trade show, which are effectively Targets don’t respond well to be blasted by irrelevant email newsletters… however they will respond (because we’ve been testing this for about 7 years) to a personal URL and personal webpage:
Our system takes about 30 seconds to create each personal url and personal webpage and our beta trialists have been delighted with the results. The good news is, it’s now available for purchase…
Click the link to see the trade show follow up story and to get your system up and running.
Related posts:
