Are trade shows worth it, is a question often asked by marketing bloggers? Well, with trade shows contributing a significant 56% to the business to business purchasing decision, we think the answer is a resounding yes—particularly when you add PR to the marketing mix.

According to the The Center For Exhibition Industry Research, CEIR, attendance was up 11.7% in the third quarter of 2007 from the previous year. With opportunity obviously there, turning leads into customers then becomes a function of follow-up—and keeping your company in the News.

Trade Show follow-up can take many forms. Sometimes a thank you note for stopping by the booth within the following week is just right. It can be also be some useful product tips with a referral link to your website. Of course, response should be speedy to any requests posed on the Event Floor as well.

Freshen your Trade Show Website after the event with additional company facts and figures not given out at the Show. Be sure to include trend insight gained at the Show that features your company favorably.

Media contacts must also be followed up. It’s important to provide additional industry perspective and utilize the opportunity to develop deeper relationships. They can turn into the chance to become a valued Media source to be contacted whenever News breaks. For more insight on how to turn these Press contacts into Trade Show ROI, download T&S Partners PR Group’s Five Ways To Parlay Trade Show Media Relationships.

Is follow-up a big part of your Trade Show strategy?

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