Transcript
Trade show follow-up trends – 2019
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.
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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
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METHODOLOGY
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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.
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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
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TRADE SHOW PARTICIPATION
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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.
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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.]
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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.]
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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.]
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TRADE SHOW FOLLOW-UP
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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.]
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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.]
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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.
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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.]
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PROMOTIONAL PRODUCTS AND TRADE SHOWS
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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.]
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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)
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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.
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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
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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.
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PROMOTIONAL PRODUCTS AND TRADE SHOWS: USES, EFFECTIVENESS AND IDEAS
#2 Logo pens
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
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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.
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PROMOTIONAL PRODUCTS AND TRADE SHOWS: USES, EFFECTIVENESS AND IDEAS
#3 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
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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.
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PROMOTIONAL PRODUCTS AND TRADE SHOWS: USES, EFFECTIVENESS AND IDEAS
#4 Logo drinkware
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
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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.
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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.
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