It seems like almost everyone has trade shows on the brain these days. Between CES, Macworld, CTIA and a score of other shows, there’s no doubt this is a very busy time of the year. Attending a trade show is a big investment with a lot of opportunities to establish relationships with members of the media. The time period immediately after a show is critical to ensure that your company doesn’t blend into the background. We’ve put together a few tips to ensure that you make the most of every trade show after you leave the show floor.

1. Follow up with everyone. Yes, this seems basic, but the devil is in the details. You’ll meet many members of the media and they’ll meet with many vendors.  Remember to be specific when you follow up. Remind your new contacts what you discussed in your meeting and any action items that resulted from the meeting (send product to review, schedule a meeting next time you’re in town, etc.).
2. Follow through. Again, the devil is in the details. Did you promise to send a review unit? Don’t procrastinate, send that requested product/information ASAP. This process is much easier if you take detailed notes during and after your meetings at the show. This makes following up and following through much easier.
3. Research the various press events at the show. There are usually several media events at trade shows (Showstoppers, CES Unveilled, Pepcom to name a few). The best time to evaluate the results of these events is right after the trade show. Look into which members of the media attended, what type of media coverage resulted from the press event and what the members of the media thought of the events. This is excellent information to have in your back pocket when considering press events for next year’s show.
4. Don’t let distance get the best of your new relationship. Keep in touch with the new media contacts from that trade show and make a special effort to see those same contacts at future shows.

Those are a few of my tips for making the most of a trade show once you’ve returned. What has worked well for you? Leave a comment below!

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