Three to six months before the event, make sure to think about the following:
- If you're planning on giving away a promotional product (pens, tumblers, or jigsaw sticky notes), make sure to print the company logo and contact information. Having a phone number or web address is crucial to allowing people to connect with you after an event.
- Devise a plan for collecting contact information. Will you have a bowl for business cards, or a sign up sheet? Do you have a card scanner? Can you give away high value content to prospects, vendors and potential partners? Accurate contact information is crucial for successful lead generation.
- Develop a follow up plan post-event. A few days after the event it's important to follow up with the prospects you met and keep the relationship going. Whether it's through a personal email, postcard, or an interaction on social media. Don't let your lead go cold because you forgot to make a phone call.
After the event, look through the new contacts and determine the type of relationship you established with the attendees who stopped by your booth. Is it customer to seller, a potential business partner, a referral source? Determine the best way to enter new contacts into your CRM and what method to follow up. It's up to you to make the first move and create a relationship that's mutually beneficial. You can connect through LinkedIn, in-person meetings or a quick phone call to get a sense of their specific needs.
No matter the dynamic of the potential relationship, it can not grow if there is no way to reconnect. Brand your products with contact information to guarantee follow-up and develop a follow up plan to ensure your next event is a success.