Marketing Tips

Common Exhibiting Mistakes - Post Show

By: Susan A. Friedmann, CSP, The Tradeshow Coach

The following are the most common mistakes exhibitors make post-show. If we are aware of the pitfalls that can occur, there is a better chance we can avoid errors that, more often than not, can be fairly costly.

Ignoring lead follow-up.
Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. Prior to the show, establish how leads will be handled, set timelines for follow-up and make sales representatives accountable for leads given to them.
Overlooking show evaluation.
The more you know and understand about your performance at shows, the more improvement and fine-tuning can take place for future shows. No two shows are alike. Each has it own idiosyncrasies and obstacles. There is always room for improvement. Invest the time with your staff immediately after each show to evaluate your performance. It pays enormous dividends.

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