Expo West begins today, and for the next few days many brands will experience a whirlwind of networking, handing out samples, schmoozing at after-hours events, and starting potential business deals. Once it all wraps up, though, now what? Well, then it’s time to turn that momentum into tangible success. You\u2019ve invested time, money, and energy into the event, and now the post-trade show phase is crucial.\u00a0<\/p>\n\n\n\n
Let’s break down the essential steps to ensure you make the most of your trade show experience (keep in mind that this is also relevant for brands wrapping up an ECRM session as well!).<\/p>\n\n\n\n
The first step in your post-trade show checklist is to take a moment to breathe and reflect on the whirlwind of the past few days \u2013 and getting those notes down on paper. It\u2019s incredible how quickly the event fades from our memory, so now is the time to document the experience so you have it for future reference. <\/p>\n\n\n\n
Did you achieve your goals? Whether it’s expanding your network of potential distributors, finding a new co-packer, securing new orders, or simply gaining exposure, this reflection is crucial for your future success. <\/p>\n\n\n\n
Create a post-show document answering two simple questions: What went well and what could be improved next time? Did you run out of samples too soon? Make a note. Were you impressed by a competitor’s booth? Snap a picture and jot down ideas. Did a buyer ask you a question that you stumbled your way through? Write it down so you can be better prepared for next time. Did you order your pop-up banner too late and have to pay rush shipping on it? Make sure you document that so you don\u2019t make the same mistake again.<\/p>\n\n\n\n
Remember, the devil is in the details, and your future self will thank you for this comprehensive reflection when preparing for the next trade show in a few months, or a year from now. Enlist your team’s help in creating this document if they were there with you; their perspective can offer valuable insights you might have missed.<\/p>\n\n\n\n
This one is obvious, but I can\u2019t tell you how often I have clients who use ALL their energy at the show, and come home, exhausted and feeling behind, only to drop the ball on the follow-up afterwards. The success of your trade show appearance doesn’t end when the curtains close. The real magic happens in the follow-up: it\u2019s as simple as sending strategic follow-up emails to the potential connections you made. <\/p>\n\n\n\n
Your goal is to keep the momentum going and establish a plan of action, asking for what you want to happen next. Provide your well-crafted sell sheets, price lists, and a thoughtful distribution plan, and share any introductory offers you\u2019re promoting on the heels of the show. <\/p>\n\n\n\n
When should you hit their inbox? I suggest the sweet spot is Monday or Tuesday after the show. This gives you enough time to organize yourself post-event and ensures your email won’t get lost in a sea of post-trade show correspondence. You do NOT need to be the first email that lands in their inbox; realistically you can follow up from the show within three weeks and still be relevant. Keep in mind that if a buyer suggests a timeframe for when and how to follow up from your meeting, that is what you follow to the letter.<\/p>\n\n\n\n
In addition to showing up in the inbox, where else can you connect with that buyer? Maybe there\u2019s an upcoming category review that they told you about; make sure you\u2019ve got your materials together and submit on time. Perhaps it\u2019s time to circle back with them on RangeMe, or ship them additional samples. Maybe you see they\u2019re active on LinkedIn, and you can start to engage with their content. Many different roads can lead to the sale!<\/p>\n\n\n\n
The million-dollar question is: What happens when you don\u2019t hear back? I teach our Retail Ready students to create a flowchart of sales templates so you always have something to say as you email for the second, third, and fourth time, or beyond! Keep circling back every few weeks until you get that hard \u201cNO\u201d from that new wholesale lead. You\u2019ll feel like you\u2019re annoying at this point, but keep at it until you\u2019ve gotten the rejection. There can be many reasons why your email goes unread. Buyers are incredibly busy and get a ton of emails every day. <\/p>\n\n\n\n
And be realistic here \u2013 the larger account, the longer it takes to get on their shelves. While you might be able to land on the shelves of an independent store or small chain within a month or two after a show, for many accounts it can take 6-18 months to go from the initial interest phase to getting the first purchase order. Retail can be painfully slow, so keep being persistent; it pays off (see the video below to learn of one brand\u2019s experience from the time she met with a buyer at an ECRM Session to the time her products landed on the shelf).\u00a0<\/p>\n\n\n\n