Post Show

Strategy and aims

Don't go back to work after the Exhibition and forget all about it. Following up after the event is probably the most important part of the whole process - if you put it off for too long, you risk losing all the benefits you worked so hard to achieve.

* Have a debriefing with the staff involved to assess what worked and what didn't.
* Discuss how you can make improvements for future events while your impressions are still fresh.
* Measure your success against the goals you established before the Exhibition
* Follow up all the leads you made. Depending on their interest, follow-up could be anything from a sales visit to a phone call, letter or information pack.
* Evaluate the success of these leads. You will probably want to wait a few months to do this - moving from contact to customer can take a while.
* Follow up leads with other people who visited your stand, including media representatives who might be looking for post-fair stories to run.
* If you intend to exhibit again, reserve your place so you get the best location for the nest event