The document emphasizes the importance of thorough planning and quick follow-up after attending industry exhibitions to secure leads and maximize return on investment. It discusses categorizing leads and acting swiftly to prevent competitors from claiming potential customers. Success depends on effective execution of post-show activities and maintaining ongoing customer relationships to drive business growth.

1. RELAX?....
NOW THE HARD WORK REALLY BEGINS
WRITTEN BY JONATHAN HARTLEY
03/2016

2. RELAX AND REST AT YOUR PERIL!
 For many that attend and participate in their industry exhibitions and trade
shows throughout the year it is a great opportunity for them to showcase new
products, build relationships, networking ultimately to increase brand awareness,
whilst protecting existing business and securing new incremental growth.
 Exhibitions are essentially the 'beacon' that draws in customers relevant to that
market to visit and discuss with suppliers the reason for staying with them now
and in the future.
 It also opens the customers up to your competition and potentially a reason for
leaving your supply chain to purchase elsewhere.

3. MEASURES
 Exhibitions we all know are well planned and from the doors opening are long
days, leaving feet sore, voices dry and mentally for many can be very draining.
 So after the huge investment from companies that have attended there is
requirement to measure the success of the show and the return on their
investment.
 Various costs are incurred throughout the period that all are relevant to the
success of the future business, providing the activities post show are as focussed
and delivered as the event was itself.

4. EXHIBITIONS COST MONEY
 Throughout the exhibition, through various methods, your company will have accrued a
database of the attendees, positions held, competition used and relevant product lines of
interest when attending the company stand(s)
 There will always be a bottom line cost against
• Stand cost and floor space hire
• Corporate identity of its staff attending
• Entertaining & Staff accommodation & food
• PR & Industry press releases during, pre and post event
• Alongside these primary costs will undoubtedly be numerous expenses and invoices to be added into
the overall mix.

5. NUMEROUS LEADS, WHERE DO YOU BEGIN?
Planning is obviously important as is categorisation of leads, but time is not on your
side if you want to achieve the success of the interest that has been shown.
These can usually be split into 3 sub sections:-
• Existing Accounts, loyal to your brand (Incremental)
• New Accounts, migrating to you (Incremental & Take Market Share)
• Competitors Accounts, interested to learn why they should use your brand (Opportunities,
Incremental, Take Market Share)
• Customers non-committal at show (Incremental & Share Growth)

6. SO WHO DO YOU SEE FIRST?
 Well this is 'your call' as it is very much the ownership of the account manager
and their knowledge of customer's and the available opportunities, within their
region.
 What you do not have information on usually is who else they have seen and
what else they have shown interest in, but rest assured you will not always be on
a home run to success with any leads, that is all they are until converted.

7. FOLLOW UP CALLS
Whilst you are planning follow up calls from the show, so are the competition, with
retailers only having so much budget and available space, the approach has to be
implemented quickly and the appointments booked in the diary, within 48 hours of
leaving any event.
If you leave it longer the competition will steal it.
The customers have already had the pitch and the delivery of what you can do, what
products are new and why they should continue, or start to trade with you.

8. CLOSE THEM DOWN
 Post show meetings are about the close, the trading relationships will build over time.
With any post show product displays that have been secured, they will always take
time to 'germinate' and grow. Therefore, the importance of achieving appointments
quickly and securing the business is vital to your businesses pipeline.
After 3 months within a retailer's environment products will start to show good signs
of growth, be it the incremental in existing accounts or 100% new business, taken
from the competition.

9. FROM LITTLE ACORNS, MIGHTY OAKS GROW
 If you have planned and reacted quickly to your shows follow up leads, then any
regions increased performance will be clearly visible.
 The KPI's tracking ROI on show investment will be achieved, adding value to you and
the business. Left to long, competitors will be through the doors, opportunity once
available will have been closed and cease to exist.
 Always working harder today than yesterday, will make sales tomorrow better than
they were today.
 So if you've recently completed an exhibition or indeed due to start one, there is
always a focus from a business on ROI, both at a show and after a show.

10. ACT NOW, REWARDS WILL COME
 Plan quickly
 Meet quickly
 Implement actions and orders quickly
 Deliver ROI - successfully