3 Ways to Increase Sales After the Trade Show Ends

March 10, 2017

Shane Shirley

Shane Shirley is CMO for SBS Brands, a 90-year-old global brand leader focused on creating digital and print business solutions that offers traditional and eco-friendly customized promotional products to accelerate trade show marketing.

The trade show is over. Now what?

Trade shows present the perfect opportunity to introduce your brand to new customers and re-engage with existing ones. Once the trade show is over, it’s important to maintain that great momentum by continuing to build on those relationships and building sales.

Here are three ideas you can use to increase sales after the trade show ends.

1. Track Leads and Stay Connected Via Email

Put all of the contacts you made exhibiting at a trade show to good use and stay in touch through the entire sales cycle. Marketing outreach via email keeps your brand relevant with clients and prospects. It also shows prospects that you are serious about working with them.

Keep in mind that your clients and prospects probably receive numerous emails each day, so make yours stand out and increase the odds of it being opened by using strong subject lines, like “Request a Quote Now” or “Click Here to Get Discounts.”

2. Use Media Coverage to Expand Your Brand’s Exposure

Work to also build relationships with journalists, PR professionals and bloggers. Most trade show organizers keep a list of attendees with media credentials, so ask for a copy and reach out. When you get to know media professionals, let them know you are available to answer industry-specific questions.

If you earn a mention, make sure to share a link on your social media accounts and tag the journalists and publication to acknowledge their kindness and work. This will further expand your marketing reach and can give your brand event more exposure.

3. Turn Prospects and Clients Into Brand Representatives

Give the people who visit your trade show booth something to remember you by with custom promotional products. Items like reusable bags and water bottles will be useful during the show and people will continue to put them to use long after the trade show is over.

Reusable promotional products made from recycled or sustainable materials are eco-friendly, so they will align with your company’s green goals. When your clients use your branded gear, they will not only be reminded of your brand but will also be putting your messaging on display to their family, friends, coworkers and everyone else they encounter.

It depends on the product and how your clients care for the item, but typically reusable bags can last for several years and reusable water bottles and coffee mugs can last for 6-10 years. This means these items will be promoting your brand for a long time, delivering amazing ROI.

Make Your Relationships Work for Your Brand

Trade shows are busy and attendees are hit with lots of information not just from you, but also from your competitors and other members of the industry. This is why it is so important to build connections and continue to work at maintaining these relationships.

Through email outreach, utilizing media contacts and putting customized promotional products to work for your brand, you will have a positive influence on existing clients and prospects, converting those relationships into increased sales. 

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Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: