Optimize your results with post-event actions

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At the end of a trade show or other type of event, a different kind of hustle and bustle begins. Professionals packing materials into boxes and the noise of stands being dismantled. If your company's work ends there, it means that many opportunities are being lost. To optimize the investment made in a trade show, post-event actions are essential and should be part of the organization and planning process. But you need to think about these actions in advance.

Data collection
You won't be able to do much if you don't collect the data of those who are interested in your brand. Visitors can't leave your booth without first providing some kind of contact information. Giveaways, filling out a survey to win a prize, posting a photo on social media with a specific hashtag... There are several ways to get an email address or social media profile to establish future contacts and keep potential customers connected to your brand and products.

Post-event: enhancing results
Analyze the stakeholders
Profiling the people who showed some kind of interest in your business during the event generates valuable information that will serve as a basis for creating future marketing actions. Therefore, this work is directly linked to data collection. Through the first contact, it is possible to access the LinkedIn jamaica whatsapp number database profile, for example, and find out which company this visitor works for, what their preferences are and a series of information that will help compose this customer profile.

With this profile in hand, you will be able to understand what type of customer the event worked for, what their pain points and interests are, and define the best post-event offer for these people. Knowing lead qualification techniques can help a lot.

Schedule a nutrition flow
Whether you use marketing automation or send messages manually, be aware that many good contacts who really have the potential to buy from you may not be ready to close a deal. Therefore, you need to stay in touch with these people by sending messages that clarify any doubts and anticipate objections that typically arise during negotiations. This is what we call the nurturing flow . Three or four messages are usually enough, but pay attention to the customer's reactions. If they respond to any of the messages, give them individualized attention and invest in consultative selling.

Offer special conditions
After the event, sending a thank you message for visiting the stand and creating a special condition or exclusive promotion for that visitor can be a good way to get results. It could be a discount, a special installment plan or a gift. The important thing is to leave the impression that the visit to the stand made the customer part of a special club and that their treatment will be more exclusive.

Post-event commercial follow-up
If the work of collecting visitors' contact details was successful, it's time to move on to follow-up, that is, to resume the conversation with these people. If the visitor was identified as a potential customer and is interesting for your business, get in touch with him/her. There are several ways to do this, such as adding him/her on social media, sending an email with some additional content about the products or services or even other launches. This action is essential, because there is no point in generating leads if you don't try to sell to them.