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Lead Follow-Up
When is the best time to send follow-up emails to trade show leads?


It seems like more exhibitors today place a high value on immediacy. They're sending follow-up emails and product-related communications immediately after the trade show closes or even the minute the attendee leaves the booth. While some attendees appreciate the instant attention and are eager to get their hands on the product information you're sending, others will completely ignore all noncritical emails while they're away from the office attending a show. And once they return to the office, they may simply disregard your communication altogether, now that it has likely made its way to the bottom of their inbox queue.

The point is, immediacy isn't always the best fit for your audience. In fact, a double whammy of at-show and post-show communication is probably best to ensure that you're reaching both types of attendees, i.e., those that demand immediate attention, and those that prefer more delayed gratification.

So send customers and prospects an email during or immediately following the show. But then wait until the week after the show, when attendees have sufficiently settled back into their offices and cleaned out their email inboxes, to send (or resend) your communication. While the double-whammy system will likely take a bit more time and effort on your part than a single follow-up missive, you'll likely get double the results.


– Linda Musgrove, president, TradeShow Teacher, Aventura, FL
Help Wanted
Send your tough questions about exhibiting to Linda Armstrong, larmstrong@exhibitormagazine.com.
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