4imprint, LLC

| Updated: November 13, 2020

Transcript

Introduction

While it’s possible to find plenty of information about who attends trade shows and why, no recent research studies have focused on the follow-up that occurs when the show is over. So, we went straight to the source, surveying hundreds of organizations in industries ranging from manufacturing to nonprofit.

Inside this e-book, you’ll find all the ins-and-outs of trade show follow-up: timing, methods and frequency. See how your lead follow-up stacks up.

Page 2


Trade show follow-up data: Continuing customer connections

Every trade show has a project plan: Let your customers and prospects know you’ll attend. Invite them to visit your booth. Engage them while they’re there. Generate leads. Close sales.

But, what happens when the trade show ends? Few studies have focused on the follow-up that occurs when everyone returns home to the office.

To learn more about the follow-up process, we surveyed hundreds of businesses and nonprofits across a variety of industry types and organizational sizes.

In the pages that follow, you’ll see how quickly and how often follow-up occurs. We’ll also share preferred follow-up channels and the ways they’re using  promotional products to keep their brands top of mind.

Read on to see how your follow-up strategy stacks up!

Kevin Lyons-Tarr
CEO, 4imprint, Inc.
with 4imprint 28 years

Page 3


METHODOLOGY

Page 4


METHODOLOGY: RESPONDENT DEMOGRAPHICS

Data collection methods

In order to better understand how organizations follow up after a trade show, 4imprint surveyed Exhibitor Live® attendees February 25-27, 2019, and an online survey panel March 13-April 8, 2019.

Of the 454 people who started the survey, 408 completed the survey. Unless otherwise noted, the analysis contained in the following pages is based on responses from the 311 people who participated in at least one trade show.

Page 5


METHODOLOGY: RESPONDENT DEMOGRAPHICS

Respondent industries

  • 21.1% Small business
  • 18.6% Healthcare
  • 10.0% Education
  • 9.3% Manufacturing
  • 6.4% Government
  • 6.1% Nonprofit
  • 28.3% Other

Organization size (by employee)

  • 15.4% Less than 10
  • 49.5% 10-249
  • 13.2% 250-999
  • 12.2% 1,000-5,000
  • 9.6% More than 5,000

Page 6


TRADE SHOW PARTICIPATION

Page 7


Trade show participation: frequency, experience, goals

Number of trade shows

Roughly half of respondents say they participate in fewer than 5 trade shows per year.

  • 22% 1-2 trade shows per year
  • 26% 3-5 trade shows per year
  • 16% 6-10 trade shows per year
  • 35% 11+ trade shows per year
  • 35% participate in 11+ trade shows per year.

Page 8


Trade show participation: frequency, experience, goals

Experience

Approximately half of respondents say they’ve participated in trade shows 5 or fewer years.

  • 7.4% 0 years
  • 23.8% 1-2 years
  • 22.8% 3-5 years
  • 13.2% 6-10 years
  • 31.2% 11 or more years

1 in 3 say they’ve participated for 11+ years.

[Responses of “Other” and “N/A and Don’t know” were removed.]

Page 9


Trade show participation: frequency, experience, goals

Goals

Building relationships, strengthening brands and generating leads are the most common reasons for participating in trade shows.

  • 74.3% Build relationships
  • 68.5% Strengthen brands
  • 68.2% Generate leads
  • 52.4% Meet key clients/partners
  • 44.4% Launch new products/services
  • 36.0% Research competition
  • 21.9% Close sales

Just 1 in 5 participants closes sales AT trade shows.

[Response totals exceed 100% because respondents were asked to provide multiple answers. Responses of “Other” and “N/A and Don’t know” were removed.]

Page 10 


Trade show participation: frequency, experience, goals

Customer leads

Two-thirds of respondents collect business cards to track customer leads.

  • 65% Collect business cards from attendees
  • 23.8% Ask attendees to fill out a paper form
  • 14.5% Ask booth staff to fill out a paper lead form
  • 46.3% Scan attendees’ badges
  • 22.8% Ask attendees to fill out an online form (Electronic lead tracking still trails paper collection methods.)
  • 15.4% Ask booth staff to fill out an online form

[Response totals exceed 100% because respondents were asked to provide multiple answers. Responses of “Other” and “N/A and Don’t know” were removed.]

Page 11


TRADE SHOW FOLLOW-UP

Page 12


Trade show follow-up: methods, timing, frequency

Channels

Email, sales calls and social media advertising are the three most popular forms of lead follow-up.

  • 83.0% Email
  • 52.1% Sales call
  • 31.8% Social media advertising
  • 27.7% Sales visit
  • 24.1% Direct mail
  • 19.9% Send promotional product
  • 3.5% Don’t follow up

1 in 5 organizations follows up with a trade show giveaway.

[Response totals exceed 100% because respondents were asked to provide multiple answers. Responses of “Other” and “N/A and Don’t know” were removed.]

Page 13


Trade show follow-up: methods, timing, frequency

Leads

1 in 6 respondents follow-up on all trade show leads.

  • 17.7% follow-up with 100% of leads
  • 20.3% follow-up with 80-99% of leads
  • 17.4% follow-up with 60-79% of leads
  • 12.2% follow-up with 40-59% of leads
  • 7.7% follow-up with 20-39% of leads
  • 7.7% follow-up with 19% or less of leads

[Responses of “N/A/Don’t know” and “None” were removed.]

Page 14


Trade show follow-up: methods, timing, frequency

Follow-up timing

More than 80% follow up in the first two weeks.

  • 8% one day
  • 50% one week
  • 24% two weeks
  • 6% one month
  • 2% six months
  • 1% one year
  • 4.2% never
  • 5.1% other

Nearly 1 in 12 respondents follows up within one day of the trade show.

Page 15


Trade show follow-up: methods, timing, frequency

Frequency

More than 60% of organizations follow up with leads five times or fewer.

  • 60.8% Follow up 5 times or less
  • 6.8% Follow up 6-10 times
  • 4.2% Follow up 11-25 times
  • 14.1% never discard leads

One study found sales leads should be contacted at least six times.1

1) Prater, Meg. “How to Make the Best Follow-up Sales Calls in 2019.” https://blog.hubspot.com/sales/best-times-to-connect-with-leads-infographic. Accessed June 22, 2019.

[Responses of “N/A/Don’t know” and “No follow up” were removed.]

Page 16


Promotional products and trade shows

Page 17


Promotional products and trade shows: uses, effectiveness and ideas

Common uses

One in three organizations uses promotional products when following up after a trade show.

  • 16.7% Before trade show or event
  • 63.7% At trade show or event
  • 31.8% Follow-up to trade show or event
  • 12.5% Closing a sale
  • 16.4% Thank-you following a sale
  • 14.8% Other follow-up contacts

[Response totals exceed 100% because respondents were asked to provide multiple answers.]

Page 18


Top-rated

Most effective promotional products for trade shows:

#1 Logo apparel page 20
#2 Logo pens page 22
#3 Logo totes and bags page 24
#4 Logo drinkware page 26

Page 19


Promotional products and trade shows: uses, effectiveness and ideas

#1 Logo apparel

  • 18.6% of organizations consider logo apparel the most effective trade show giveaway for following up with leads.

Page 20


Promotional products and trade shows: uses, effectiveness and ideas

#1 Logo apparel

  • 1 in 5 respondents rate logo apparel the most effective trade show promotional item.

Shadow Heather Polo #133148

Next Level® Fitted 4.3oz Crew T-Shirt #111195

“The color was exactly what was online. The shirts are soft and comfortable.” Crystal from Glastonbury

Page 21


Promotional products and trade shows: uses, effectiveness and ideas

#2 Logo pens

  • 17.7% of organizations consider logo pens the most effective trade show giveaway for following up with leads.

Page 22


Promotional products and trade shows: uses, effectiveness and ideas

TIP:  Perfect for lead follow-up, this item can easily be mailed to customers to keep your brand on hand—literally.

Souvenir Motive Pen #149652 “Love the pattern at the bottom and overall matte color.” Ashley from Appleton

Inlay Stylus Pen #147677-ST “This is a great find! Not only a great and functional pen, but it has a stylus so it’s cool and relevant to the times!” Liz from Sacramento

Page 23


Promotional products and trade shows: uses, effectiveness and ideas

#3 Logo totes and bags

More than 1 in 10 respondents say logo bags and totes are most effective for following up with trade show leads.

Page 24


Promotional products and trade shows: uses, effectiveness and ideas

Logo totes and bags

Surge Pocket Tote #144784 “We love the tote and love the price!” Zulema from San Antonio

Cotton Sheeting Colored Economy Tote #1972 “Love this bag. It’s light and perfect for my promotion.” Laura from Melbourne

Page 25


Promotional products and trade shows: uses, effectiveness and ideas

#4 Logo drinkware

1 in 10 respondents says logo drinkware is the most effective trade show giveaway for following up with leads.

Page 26


Promotional products and trade shows: uses, effectiveness and ideas

TIP: Customers will appreciate a useful follow-up gift, like themed cups or on-the-go tumblers.

Everest Jet Tumbler #149676

Refresh® Pebble Tumbler with Straw #138131

“The cups were great and all our conference attendees loved them!” Stephanie from Roanoke

Page 27


Promotions to remember

Trade show giveaways are an excellent way to connect with customers and potential customers before, after or during a trade show.

And, when you send prospective customers a promotional item following a trade show, it helps keep your organization top of mind long after the trade show has ended.

Page 28


Share your trade show follow-up giveaways

Did a promotional product help you land a new customer? We want to hear! Email 4ideas@4imprint.com with photos and your lead follow-up success story.

copyright 2019 4imprint, Inc. All rights reserved.

Page 29


 

Read Less

There are no reviews yet. Be the first one to write one.

Leave a Comment

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