Issue link: https://iconnect007.uberflip.com/i/1493443
12 PCB007 MAGAZINE I FEBRUARY 2023 I make a list of everyone I plan to meet and prepare a full meeting schedule, including the day and time we'll be meet- ing and what we need to accom- plish. I also have a list of things I need to learn more about— information to gather, so to speak. To be honest, I don't waste a single minute at IPC APEX EXPO or any other show. Of course, I also work with I-Connect007 to schedule sev- eral interviews that you all might want me to conduct. Most importantly, I check in with my cus- tomers who are exhibiting and I spend time with them in their booths to see how things are going. I check out what's working, what's not, and how we can improve their show presence and effectiveness next time. On the day of the show, I arrive before open- ing time. I use my exhibitor's badge from one of my clients to get onto the show floor and I walk the show to get the lay of the land and find out where people are. I will also chat with the early birds who are already sitting in their booths having coffee. It's a great time to meet new people. It's a very busy time for me. My fitness tracker, which I always wear, usually indicates that I've walked eight to 10 miles on show days. After the show is over, what's next? After a trade show is in the history books, what are your follow-up plans? It's all about the follow up. Aer the show is when everything happens. Whether we're talking about me or other people and compa- nies, this is when you convert your leads into customers. When companies ask me to help them get a good ROI from a trade show, I insist that they plan ahead and do organized and timely—that's the key word here—follow-up. In fact, very oen I will have my clients do a follow-up in the evening of the same day they met a potential customer. How can an exhibitor best take advantage of the leads they've generated at the show? is is what the show is all about, isn't it? e "raison d'etre" of the show is to get leads and then convert those leads into cus- tomers—and revenue. I urge my customers to follow up immedi- ately and frequently while a meeting is still fresh in everyone's mind. I urge them to develop a follow-up "touch schedule," including a time release series of touch times using emails, tex- ting, and "snail mail" letters to make sure they convert those leads into customers. I also urge them to track everything from initial customer contact to quotes to orders, and then to track the revenue from that cus- tomer. is will give them a very solid return on investment from the show. How big a role does social media play in your post-show plans? Social media is an integral part of any market- ing initiative, both before and aer the show. Before the show, you should use social media such as LinkedIn and Constant Contact to let people know you will be at the show and why they should visit your booth. Explain what you have to offer them, provide good reasons for attendees to meet with you, and be sure to include your booth number. Aer the show, use social media to stay in touch with your new contacts. You have their contact infor- mation, so add them to your marketing news- letters and your LinkedIn connections. Most importantly, stay in touch with them. If you did a good job at the show, and you do a good job of following up, you will guarantee a very sound ROI. Dan Beaulieu