4 Ways To Maximize Your Ad Agency Trade Show Investment

I’ve talked to many agency principals who a few weeks after attending a trade show are very dissatisfied with their ability to land new business within the first 3 – 4 weeks following the show.

To maximize your trade show investment, it’s a great idea to have a long-term game plan in place.

Here are a few things you should consider doing after you return to the office:

1) Don’t just call the 30 prospects you spoke with at the show.

Trade shows will usually provide you with an attendee list.  Prepare some kind of email or mailer to send out to the entire list. Just because someone didn’t stop by your booth at the show doesn’t mean they don’t have a need.  It could be as simple as an email with some insights that you garnered from the conference.

2) For people you did speak with, take the time to send them some kind of customized mailer.

Write down what they were interested in on the back of their card and be specific. For example, “Dear Joe – great to meet you at the ABC show. We had a client facing a similar challenge as your company. Here is a case study that highlights how our agency solved this client’s challenge.  We would love to discuss some ideas we have for your company.”

3) Persistence is key.

Don’t stop reaching out after one phone call and one email.  I have gotten follow up meetings for my clients three and four MONTHS after they met at a trade show.  Projects get pushed back.  Budgets get cut.  The trick is to always stay relevant in the prospects’ worlds.

Each month, plan on reaching out electronically to your prospects.  Send them a link to an interesting article about an industry trend.  Send them examples of great work you’ve done.  Send them a white paper.  Mix it up to keep the prospect interested in the value you would bring to their organization.

4) Don’t forget your call to action.

When reaching out to a prospect, always put a call to action.  It can be as simple as “We would love to work with you.  I have some availability on Sept. 10 or 14.  Let’s get together – call me directly at 123-456-7899.”  I am always surprised by how many agency principals end conversations without asking for business or at least expressing a strong desire to work with that company.

Trade shows can be a great tool to create new contacts and new business for your agency.  Just don’t get discouraged if there is no immediate return on your investment.

Like all prospecting efforts, it takes time to develop and build relationships with prospects.  Keep reaching out and you will be relevant when those prospects do need help.

Guest post by RSW/US New Business Director Kris Klopp