If you’re planning to work with a trade show company to attend and exhibit at a trade show, you’ve prepared yourself for the important preliminary stages. But what about afterward? The actions you take in the wake of a trade show can often be critical in determining just how much return on your investment you’ll actually get from this experience. Here are some of the things you should be doing the week after you return from your trade show.

Assess With Your Staff

One of the most important things you can do for yourself and your staff is take the time to review the experience. Trade observations, highlight the things that went well, and why. Go over the mistakes or things that could be improved upon, and work on solutions for the next trade show. This is critical work that builds on the experience you have just had and prepares you for better and more efficient results when you undertake it again.

Follow Up Leads

Now that you have potential leads to convert into customers, clients, or sales, it’s time to put in the work and start that conversion process. Hopefully, you’ve organized your leads into tiers of the highest priority and potential, followed by others. This is where you and your staff should invest the time to establish and cultivate relationships. It’s the primary reason you attended the trade show, so make sure your skills are up to the task.

Formulate Post-Show Marketing

Now that the show is over, and you have leads and an assessment of how things went, it’s time to incorporate these findings and efforts into your upcoming marketing programs. Use what you learned from the show, such as effective tactics used by competitors, to tweak your own marketing. Just as importantly, make sure that the marketing you create is relevant to the leads you’ve generated and are pursuing. Creating marketing that is relevant to them makes things more effective and potentially more successful for you.

Analyze Your Results

Finally, after you’ve collected leads and then done some lead conversion, it’s time to take stock of the investment, time, and effort, and see whether these meet the metrics you’ve set for success. Your business will have its own distinct key performance indicators to show whether you’re getting a return on investment here, and it’s important to see whether this trade show experience has delivered on those estimates and expectations or not.

If you want to work with an experienced trade show company to ensure you get a good return on your investment, contact Lighthouse Exhibits.