THE TWO WEEKS
AFTER A SHOW.

Being built

A trade show is the most expensive customer acquisition most brands buy, and the return is almost never made at the booth. It is made in the fortnight afterwards, while buyers still remember which line was yours.

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What to know

What a show actually produces

A list of buyers who saw the line and did not commit. That list is the asset, and it decays fast — interest that was genuine on Tuesday is a vague memory by the following month.

Follow-up beats everything else

Speed and specificity. A message referencing what they actually asked about, with the answer, sent within days. Generic follow-up to a list performs about as well as no follow-up and takes longer.

Record it during the show, not after

By the third day nobody remembers the first. Notes taken at the booth are the difference between specific follow-up and a mailing list.

Status

Designed, not built. Leads and accounts are recorded today; a show-specific capture and follow-up flow is not.

Where to go next

TRADE SHOWS, AND WHAT THEY COST YOU.

A booth is the most expensive customer acquisition most brands ever buy, and the cost that surprises people is not the booth.

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FROM THE MEETING TO THE ORDER.

The gap between a buyer saying yes and an order existing is where a great deal of wholesale is lost.

Read it

LEADS