Issue link: https://iconnect007.uberflip.com/i/1532533
40 PCB007 MAGAZINE I FEBRUARY 2025 ber that not all leads are created equal. You want quality over quantity. • Use lead capture technology: Gone are the days of scribbling notes on busi- ness cards. Use digital lead capture tools to quickly record contact details and key information about each interaction. Many trade shows offer badge scanning systems. Take advantage of them. • Qualify your leads: Train your team to ask questions that determine whether a visitor is a potential buyer or just window shop- ping. Focus on gathering information about their role, needs, budget, and timeline. • Don't overlook note-taking: Aer each conversation, jot down notes about what was discussed. ese details will be invaluable for personalized follow-up aer the show. • Offer value to visitors: Give attendees a reason to share their information. Offer free resources like white papers, industry reports, or exclusive post-show webinars. Ensure the value of the offer aligns with the interests of your target audience. 4. Post-Show Follow-up is is where the real magic happens. e trade show isn't over when the exhibit hall closes. In fact, the real work begins aer the show ends. • Follow up promptly: Don't let leads go cold. Follow up within a week of the show while the interaction is still fresh in their minds. Send a personalized email or make a phone call referencing your conversation at the booth. • Segment your leads: Not all leads are ready to buy immediately. Segment your leads into categories like hot, warm, and long-term prospects. Tailor your follow-up strategy accordingly. • Provide value: Your follow-up shouldn't be a generic sales pitch. Offer something of value, like additional product informa- tion, a demo, or a case study. Show how your product or service solves their spe- cific problem. • Track your progress: Use a CRM system to log your follow-ups, track responses, and monitor which leads are converting. is ensures no one falls through the cracks. 5. Tracking ROI is is the measure of success. If you're not tracking your return on investment, how do you know whether the trade show was worth it? Measuring ROI helps you refine your strat- egy for future events. • Calculate your costs: Add up all your trade show expenses: booth rental, travel, accommodations, promotional materials, shipping, and staff time. • Measure your gains: Track the revenue generated from leads obtained at the show. is includes direct sales, as well as long- term contracts or repeat business that originated from show interactions.