Generating trade show leads

The end of the year is a great time to reflect on a year’s worth of hard work and efforts. Many of us have invested a significant amount of time and money on trade shows and that should not go by the wayside. After all, let’s face it; trade show lead generation isn’t easy. Now is the time to make one additional effort to ensure those hard-to-get sales leads don’t pass you by.

Think of lead generation in terms of a triangle where the first point represents trade show preparations, the second point depicts working the trade show and the third, and perhaps most important of the three points, is follow-up. The triangle can’t connect if any of the three points are missing but unfortunately, the statistics show that 80% of trade show leads slip by without any post-show follow-up. Those are a lot of triangles, waiting in limbo, unconnected. In fact, one company specializing in the manufacture and rental of trade show displays reported that an astonishing 50% of the crates they rent to exhibitors are returned to them with the leads still inside; never even been taken back to the office. What a waste!

As the New Year approaches, resolve to put in one last call (or first call) to those leads you worked so hard to acquire. Keep reading to find out more.

Categorize
A mound of unorganized leads can intimidate just about anyone which is why so many go untouched. It may help to categorize sales leads by how “hot” or how far along in the sales pipeline they are and then determine the type of follow-up each category will receive.

For instance, your hottest leads or “A” category may go directly to sales for a personal phone or in-person sales call. A nice holiday gift like a set of steak knives or a bottle of wine packaged in a logo-imprinted BYO® bottle bag may help you get your foot in the door, or at the very least, leave a lasting impression.

Next in line are your “B” leads which should be added to your e-mail list and get a second type of follow-up like a letter, personalized e-mail or phone call. A holiday card and/or calendar are great ways to say, “Here’s to a great year and an even better New Year.” Don’t forget to include important announcements, new product offerings and a mention of what trade shows you plan on attending next year. Include stickers imprinted with trade show dates and times that prospects can use to mark their calendars.

And finally, don’t forget to keep your “C” category of leads in the loop by adding them to your e-mail list. Let marketing nurture these leads until they move into a “B” or “A” position.

Personalize
Most sales people have a knack for remembering certain details about an interaction with a client or lead. Put this skill to good use and personalize your follow-up communications. When reopening negotiations, mention where you met and how to get in contact with you. Discuss any challenges a prospect may have discussed with you and how your company can help.

Track your efforts
Tracking your efforts is as important as connecting. Knowing what works well and what doesn’t can better help you plan your efforts for next year. Don’t be afraid to ask your clients’ their opinions of how you can better connect with them.

In 2013, make it your resolution to follow up. Cheers to the New Year and another chance for us to get it right.

Sweeney, Jim. “4 Steps to Effective Trade Show Follow Up.” Web log post. Big Daddy Marketing. N.p., 29 Sept. 2011. Web. 07 Sept. 2012.

“Another Chance for Us to Get It Right.” Inquirer Lifestyle. N.p., n.d. Web. 17 Sept. 2012.

November
Monthly
Adopt a Senior Pet Month
American and National Diabetes Month
American Indian Heritage Month
Aviation History Month
Banana Pudding Lovers Month
Diabetic Eye Disease Month
Epilepsy Awareness Month
Family Stories Month
Gluten-Free Diet awareness Month
Green and Plantains Month
Historic Bridge Awareness Month
International Drum Month
Lung Cancer Awareness Month
MADD’s Tie One on for Safety Holiday Campaign (11/16-12/31)
Military Family Appreciation Month
National Adoptions Month
National AIDS Awareness Month
National Alzheimer’s Disease
National Family Caregivers
National Georgia Pecan Month
National Home Care & Hospice Month
National Impotency Month
National Inspirational Role Models
National Life Writing Month
National Long-Term Care Awareness Month
National Marrow Awareness
National Medical Science Liaison Awareness & Appreciation Month
National Native American Heritage Month
National Novel Writing Month
National Peanut Butter Lover’s Month
National Pet Cancer Awareness Month
National Pomegranate Month
National Roasting Month
National Scholarship Month
Pancreatic Cancer Awareness Month
Plum and Pomegranate Month
Prematurity Awareness Month
PTA Healthy Lifestyles Month
Spinach and Squash Month
Sweet Potato Awareness Month
NoSHAVEember or Movember
Vegan Month
Weekly
National Fig Week: 1-7
National Patient Accessibility Week: 1-7
World Communication Week: 1-7
Sherlock Holmes Weekend: 2-4
Health Information and Technology Week: 4-10
International Fraud Awareness Week: 4-10
National Animal Shelter Appreciation Week: 4-10
National Nurse Practioner’s Week: 4-10
National Rad Tech Week: 4-10
Give Wildlife a Break Week: 5-9
Dear Santa Letter Week: 7-13
Pursuit of Happiness Week: 7-13
American Education Week: 11-17
Geography Awareness Week: 11-17
National Hunger & Homeless Awareness Week: 11-17
National Global Entrepreneurship Week: 11-17
World Kindness Week: 12-18
National Young Reader’s Week: 12-16
National Farm-City Week: 16-22
National Bible Week: 18-22
National Family Week: 18-24
National Game and Puzzle Week: 18-24
Better Conversation Week: 19-25
National Deal Week: 21-28
Church/Sate Separation Week: 22-26
Daily
1: All Saints Day
1: Give Up Your Shoulds Day
1: National Authors Day
1: National Family Literacy Day
1: National Go Cook For Your Pets Day
1: National Men Make Dinner Day
1: Prime Meridian Day
2: All Souls Day
2: Cookie Monster Day
2: National Medical Science Liaison Awareness Day
2:  Plan Your Epitaph Day
2-4: Pumpkin Chunkin Days
2: National Traffic Directors Day
3: Cliché Day
3: Sadie Hawkins Day
3: Sandwich Day
4: Daylight Savings End
4: National Chicken Lady Day
4: Use Your Common Sense Day
4: Zero Tasking Day
5: Job Action Day
6: International Day for Preventing the Exploitation
of the Environment in War and Armed Conflict
6: Election Day
6: Saxophone Day
7: National Bittersweet Chocolate with Almonds Day
8: Abet and Aid Punsters Day
8: Cook Something Bold and Pungent Day
8: National Parents as Teachers Day
8: X-ray Day
9: Domino Day
9-10: Kristallnacht
9-11: National Donor Sabbath Days
10: Area Code Day
10: Marine Corp Birthday
10: National Day of Play
10: National Gaming Day
10: Sesame Street Day
10: Windows Day
11: Death/Duty Day
11: International Tongue Twister Day
11: Origami Day
11: Veterans  Day
11: World Kindness Day
12: Baha’’llah Day
12: Veterans  Day (Observed)
12: World Orphan Day
13: Diwali
13: National Young Reader’s Day
14: Loosen Up, Lighten Up Day
14: National American Teddy Bear Day
14: National Educational Support Professionals Day
14: International Girls Day
14: Spirit of NSA (National Speakers Association) Day
14: Universal Children’s Day
14: World Diabetes Day
15: America Recycles Day
15: Great American Smokeout
15: Guinness World Record Day
15: I Love to Write Day
15: National Bundt (Pan) Day
15: Use Less Stuff Day
16: International Day for Tolerance
17: Homemade Bread Day
17: National Unfriend Day
17: Family Volunteer Day
17: National Adoption Day
17: National Day of Play
17: National Survivors of Suicide Day
17: World Prematurity Awareness Day
18: Married to a Scorpio Support Day
18: Mickey Mouse Day
18: Push-button Phone Day
18: Transgender Day of Remembrance
19: Equal Opportunity Day
19: Have a Bad Day Day
19: Rocky and Bullwinkle Day
19: World Toilet Day
20: African Industrialization Day
20: Children’s Day
20: Globally Organized Hug a Runner Day (GOHARD)
20: Name Your PC Day
20: World Day of remembrance for Road Traffic Victims
21: Alascattalo Day
21: GIS Day (Geographic Information System)
21: Tie One on Day
21: World Hello Day
21: World Television Day
22: Humane Society Anniversary Day
22: Thanksgiving Day
22: Turkey-Free Thanksgiving Day
23: Black Friday
24: Brownielocks Day
23-24 Buy Nothing Day
23: Dr. Who Day
23: Fibonacci Day
23: Flossing Day
23: Maize Day
23: National Day of Listing
23: Sinkie Day
23: National Native American Heritage Day
24: Ashura
24; Small Business Saturday
24: Celebrate your Unique Talent Day
24: D.B. Cooper Day
24: International Aura Awareness Day
25: International Day for the Elimination of Violence Against Women Day
25: Shopping Reminder Day
25: You’re Welcome Giving Day
26: Cyber Monday
27: National Day of Listening
29: Electronic Greeting Day
29: International Day of Solidarity with the Palestinian People
30: Computer Security Day
30: National Meth Awareness Day
30: Stay Home Because You’re Well Day
December
Monthly
Awareness Month of Awareness Months Month
World Aids Month
Bingo’s Birthday Month
National Drunk & Drugged Driving (3D)
National Write a Business Plan Month
National Tie Month
Operation Santa Paws
Quince and Watermelon Month
Root Vegetables and Exotic Fruits Month
Safe Toy and Gift Month
Spiritual Literacy Month
Take a New Year’s Resolution to Stop Smoking
Tomato and Winter Squash Month
Universal Human Rights Month
Worldwide Food Service Safety Month
Weekly
Cookie Cutter Week: 1-7
Tolerance Week: 1-7
Recipe Greeting for the Holidays Week: 1-8
Clerc-Gallaudet Week: 4-10
National Handwashing Awareness Week: 6-12
Chanukah (Hanukkkah): 9-16
Human Rights Week: 10-17
Halcyon Days: 14-18
Christmas Bird Count Week: 16-1/5
Gluten-Free Baking Week: 16-22
Posadas: 16-24
Saturnalia: 17-23
It’s About Time Week: 25-31
Kwanzaa: 26-1/1
Daily
1: Bifocals at the Monitor Liberation Day
1: Earmuff Day or Chester Greenwood Day
1: Special Kids Day
1: Civil Air Patrol Day
1: Day With(out) Art Day
1: Rosa Parks Day
1: Skywarn Recognition Day
1: World Aids Day
2: International Day for the Abolition of Slavery Day
2: National Mutt Day
2: Special Education Day
3: International Day of Disabled Persons
4: National Cookie Day
4: National Dice Day
5: AFL-CIO Day
5: Bathtub Party Day
5: International Ninja Day
5: Internati­onal Volunteer Day for Economic & Social Development
6: Miners’ Day
6: National Pawnbrokers Day
6: St. Nicholas Day
7: Faux Fur Friday
7: National Pearl Harbor Remembrance Day
7: International Civil Aviation Day
7: National Cotton Candy Day
8: Day of the Horse
8: International Shareware Day
9-16: Chanukah (Hanukkkah)
9: International Anti-corruption Day
9: Worldwide Candle Lighting Day
9
: Weary Willie Day
9: World Choral Day
10: Dewey Decimal System Day
10: Human Rights Day
10: Nobel Prize Day
11: International Mountain Day
11: UNICEF Birthday
12: Poinsettia Day
14: Monkey Day
14: National Salesperson Day
15: Bill of Rights Day
15: Cat Herders Day
16: Barbie and Barney Backlash Day
16: Free Shipping Day
16: National Chocolate-covered Anything Day
16: Zionism Day
17: Wright Brothers Day
18: International Migrants Day
19: Day for South-South Cooperation
20: International Human Solidarity Day
20: Mudd Day
20: National Re-gifting Day
21: Crossword Puzzle Day
21: Forefathers Day
21: Humbug Day
21: National Homeless Persons’ Remembrance Day
21: Phileas Fogg Win A Wager Day
21: Underdog Day
21: World Peace Day/Winter Solstice
21: Yalda
21: Yule
22: Ann & Samantha Day
22: National Haiku Poetry Day
23: Festivus
24: Christmas Eve
25: A’Phabet Day or No ‘L’ Day
25: Asarah B’Tevet
25: Christmas
26: Boxing Day
26: National Candy Cane Day
26: National Thank-you Note Day
26: National Whiner’s Day
28: Holy Innocents Day
28: National Chocolate Day
28: Pledge of Allegiance Day
29: Tick Tock Day
30: Bacon Day
30: Falling Needles Family Fest Day
31: Leap Second Time Adjustment Day
31: Make Up Your Mind Day
31: New Years Eve
31: No Interruptions Day
31: Universal Hour of Peace Day
31: World Peace Meditation Day
Submit your review
1
2
3
4
5
Submit
     
Cancel

Create your own review

Average rating:  
 0 reviews

Hot Products

Shop 4imprint's Hottest Products!

Shop Now

Sale Products

Shop 4imprint's Sale Products!

Shop Now

New Products

Shop 4imprint's Newest Products!

Shop Now

Leave a Comment

Your email address will not be published. Required fields are marked *