By
·
7 minute read
The work is far from over when the curtains close on a trade show or experiential marketing activation.
The most important phase begins: following up with warm leads to turn fleeting connections into long-term business relationships.
Did you know that every day you don’t follow up after an event, you’ll see about a 20% drop off in engagement?
When post-show communication is done right, it can maximize your return on investment (ROI) and create lasting impressions that drive results.
Here’s how to master post-show follow-ups to engage leads, build relationships, and boost conversions.
Why sending relevant post-show communication matters
Post-show communication is a golden opportunity to build relationships, nurture leads, and drive conversions—but only if it's relevant and personalized. Learn why sending the right message to the right audience at the right time can make all the difference in turning event buzz into long-term success.
Engage leads before they forget
The energy and excitement of a trade show create the perfect environment for connecting with potential customers.
But as the days pass, memories fade, and interest wanes. Not to mention that there are also multiple booths and some might be competing vendors.
Reaching out promptly keeps your brand fresh in attendees’ minds, ensuring you capitalize on the momentum built during the event.
Maximize ROI from trade shows
Trade shows require significant investment in time, resources, and manpower.
Effective follow-ups bridge the first interaction and a measurable return on that investment. Without proper post-show communication, the effort spent preparing for and attending the event risks going to waste.
Build long-term relationships
A trade show lead isn’t just a potential sale; it’s an opportunity to create a meaningful connection.
Thoughtful follow-up nurtures trust and rapport, laying the groundwork for future collaborations, referrals, and long-term customer loyalty.
7 creative types of post-show communication
Here are the top seven creative and effective types of post-show communication to keep your audience captivated and eager for more.
1. Personalized thank you emails
Expressing gratitude goes a long way in building strong relationships with your attendees. In fact, 75% of marketers believe personalized experiences drive sales and repeat business.
Personalized thank you emails acknowledge their participation and make them feel valued. Tailor your messages by addressing attendees by name, referencing specific sessions they attended, or highlighting their contributions. Include key takeaways or memorable moments from the event to reinforce their positive experience.
Our team was recently at the LA Auto Show, where there were multiple exhibitions and test drive events by different automotive brands. Here's an example of a personalized thank you email that could have been sent:
Subject Line: Thanks for Test Driving with Us at the LA Auto Show! 🚗✨
Hi [First Name],
Thank you for stopping by our booth and taking [Vehicle Model] for a test drive at the LA Auto Show! We loved sharing the [specific standout feature, e.g., innovative tech, powerful performance, or luxury design] that sets our vehicles apart.
If you have any questions about [Vehicle Model] or want to explore customization options, we’re here to help. Feel free to reply to this email or visit your local [Brand] dealership to take the next step.
As a thank-you for your interest, we’ve included an exclusive offer just for event attendees: [Brief details of the offer, e.g., “$500 off your purchase” or “complimentary accessory package”].
Click below to learn more or schedule another test drive:
[CTA Button: Discover More]
We’re excited to help you find the perfect vehicle that fits your lifestyle!
Warm regards,
[Your Name]
[Title]
[Brand Name]
[Contact Information]
This personalized touch leaves a lasting impression and keeps your brand top of mind.
2. Post-event surveys to gather feedback
Feedback is invaluable for improving your future events. Plus, it shows that you’re listening to your attendees.
Send post-show surveys to collect insights on what worked well and what could be improved. Keep surveys concise and focused, asking specific questions about different aspects of the event, such as content quality, speaker performance, and overall experience.
SurveyMonkey has numerous examples of post-event feedback surveys from which you can get inspiration.
Analyzing this feedback allows you to make data-driven decisions, ensuring your next event is even more successful.
3. Post-show social media contests
Extend the excitement of your event by launching social media contests after the event.
Encourage attendees to share their favorite moments and photos using an event hashtag. Offer prizes to incentivize participation and increase engagement.
Social media contests not only keep the conversation going but also amplify your event’s reach as attendees share their experiences with their networks. This user-generated content serves as authentic promotion for your brand and future events.
boohoo is a prominent online fashion brand that launched an Instagram contest after a promotional event. They encouraged users to like their post, follow their account, and comment with a specific emoji to enter a draw for a product bundle. This strategy effectively boosted engagement and expanded their online community.
4. Special discounts and offers
Reward your attendees’ participation with exclusive discounts and offers.
Whether it’s a discount on tickets for your next event, a special offer on related products or services, or early-bird pricing for future gatherings, these incentives can drive continued engagement and foster loyalty.
For example, Sea-Doo had a live contest where anyone registering at a show could win a new vehicle. They also gave attendees promotional offers after filling out a lead capture form.
Highlight the exclusivity of these offers in your post-event communications to make attendees feel privileged and encourage them to take advantage of your benefits.
5. Share event highlights
Fear of missing out (FOMO) is a powerful motivator. Use this by creating and sharing content showcasing your event's highlights and successes.
Share engaging videos, stunning photos, and impactful testimonials highlighting what attendees experienced and achieved.
You create a sense of urgency and excitement for your next event by highlighting what others enjoyed. This reinforces the value of attending and entices those who missed out to ensure they don’t miss future opportunities.
6. Retargeting campaign
Retargeting is a strategic way to stay connected with your audience and guide them further down the marketing funnel.
Utilize retargeting campaigns to reach attendees who interacted with your event but haven’t converted into customers or engaged with your brand post-event.
Personalized ads and tailored messaging based on their event behavior can effectively remind them of your value and encourage them to take the next step, whether signing up for a newsletter, downloading resources, or registering for future events.
7. Send relevant event content
Keep the momentum alive by implementing a drip content strategy to deliver event-related content over a series of communications.
This approach helps maintain engagement and reinforces your brand’s expertise. Share repurposed content such as blog posts, exclusive insights, bonus resources, and behind-the-scenes stories from the event.
For example, Samsung provides attendees with exclusive content such as behind-the-scenes videos, product launch details, and early access to new gadgets after tech events. This strategy maintains excitement and anticipation among consumers.
Spacing out this content over several weeks keeps your audience interested and continuously provides value, ensuring your brand remains top of mind until your next event.
Best practices for post-show communication strategy
To make the most of your efforts, it's essential to segment your leads, follow up quickly, and tailor your approach to their unique needs. By leveraging personalization and diverse communication channels, you can build stronger relationships and maximize the ROI of your trade show investment.
Segment your leads
Not every lead has the same potential. Segmenting leads into hot, warm, and cold categories ensures you prioritize your efforts effectively.
- Hot Leads: High intent and ready to buy. Reach out immediately with personalized communication.
- Warm Leads: Interested but not yet ready to commit. Nurture them with educational content and targeted follow-ups.
- Cold Leads: Early-stage prospects. Keep them engaged with consistent, value-driven communication.
Behavioral insights from booth interactions or event analytics can help refine these categories further.
Ensure timely follow-up
Timing can make or break your follow-up strategy. Reach out to hot leads within 24-48 hours to capitalize on their interest. Plan additional touchpoints over the following weeks to maintain engagement without overwhelming them.
Personalize your messages
Generic messages are easy to ignore. Reference the trade show, highlight specific conversations or pain points, and demonstrate how your solution addresses their needs. Personalization shows that you listened, which builds trust and increases engagement.
Diversify your communication channels
Use a mix of communication methods to suit different lead preferences:
- Email Campaigns: Perfect for scalable, targeted outreach.
- Phone Calls: Highly effective for engaging hot leads and building rapport.
- Social Media: Casual platforms like LinkedIn can maintain engagement and foster organic connections.
How to measure post-show success
Sending follow-up communications such as emails and SMS messages is a great way to engage potential customers. However, it doesn’t stop there. To understand the effectiveness of your communications, we have to measure performance.
How do you define post-show communication success? Well, it depends on which channels you use. Let’s explore how you can measure your post-show success.
Key metrics to determine success
If email is your primary follow-up communication channel, then track the performance of email metrics like:
- Open Rates: Assess the effectiveness of your subject lines.
- Click-Through Rates (CTR): Measure engagement with your content.
- Conversion Rates: Evaluate how many leads turn into customers.
You can also track more strategic post-show communication metrics such as:
Conversion Rate
- Percentage of event attendees who take a desired action, such as signing up for a newsletter, purchasing, or joining a loyalty program.
- Directly ties event participation to business outcomes.
Lead Segmentation and Retargeting Effectiveness
- Success of targeted campaigns aimed at specific attendee segments.
- Helps gauge the effectiveness of personalized post-event offers or messaging.
Sales Volume
- Increase in sales attributed to event participation and follow-up communication.
- Critical for understanding the direct financial impact of the event.
Customer Acquisition Cost (CAC)
- Cost per new customer acquired from the event.
- Compares event-related spending with customer acquisition outcomes.
A/B test different messages and formats
If you’re unsure which message will resonate, then try an A/B test. This allows you to compare messages and determine which will yield better results.
For example, you can test different subject lines to see which has a higher open rate. Or test calls-to-action to see which can improve click-through rates.
Experiment with different messaging and email formats to determine what resonates best with your audience.
Common mistakes to avoid
- Delaying Follow-Ups: The longer it takes to follow-up after an event, the less likely you are to engage or convert the lead.
- Generic Messaging: Impersonal communication fails to engage. Take the time to tailor your messaging based on the person’s interest.
- Overwhelming Contacts: Strike a balance between staying top of mind and respecting your leads’ time.
Following up the right way gets results
Post-show follow-ups are the linchpin of successful trade show marketing.
You can transform event leads into valuable business relationships by acting quickly, personalizing your messages, leveraging technology, and refining your approach based on data.
Ready to take your follow-up strategy to the next level?
Explore how Limelight’s platform can help you easily organize leads, automate communication, and measure results.
How Limelight streamlines post-show communication
At Limelight Platforms, we enhance your post-event communication by providing a comprehensive suite of tools designed to maintain engagement and build lasting relationships.
Experiential and event marketers use our platform to:
- Easily send customized thank you messages and targeted follow-ups.
- Create and analyze feedback surveys to gather valuable insights.
- Send special discounts to keep your audience engaged.
- Schedule ongoing content to continue the momentum and reinforce your brand.
Interested in seeing our platform in action? Schedule time with one of our experts and learn how we can help your next big event!