At least it is for B.B. King when he finishes the song. But, if you exhibited at the RSNA, THE THRILL should be just beginning. Preparing for the RSNA is the biggest thing most exhibitors do all year. Months of exhibit planning, new literature, new products to introduce, and entertainment to plan are all part of the process.
After standing on your feet for six days, you know it was worth all the work. Just look at all your leads. That's the measure of success, right? Wrong! The number of registrants is no more than a measure of the effectiveness of your position in the hall and how clever you were at attracting people with gimmicks, like free espresso. The real measure of success is how well you make use of the contacts collected at the RSNA.
If your company is like most, the automated letter and literature package goes out immediately to the registrants. Usually it's the same literature they collected at the show. The number of packages sent out immediately after the tradeshow is considered by some to be a measure of success. Sorry, it's a measure of someone's ability to stuff envelopes and lick stamps.
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To make the most of the results from any tradeshow you need a well planned follow-up, personalized for each registrant. Without a plan you won't be able to capitalize on your RSNA investment.
It's said that every customer touch, a letter, a call, a visit is worth $1,000 in sales volume. Meeting at the RSNA is one touch. The follow-up, two touches. How many touches will you need before you make the sale?
After the show, every sales person should call on all of the registrants, new and old, in his or her territory. The RSNA is so large some will not remember what was at your booth. In-person follow-up soon after the show is a great time to build a relationship with your current and potential customers.
Planning and implementing a near and longer term follow-up strategy for each registrant is crucial to measuring the success of the tradeshow and for measuring the conversion of potential customers into buyers.
The hard work and real success or failure happens after the tradeshow. While everyone else is resting and thinking about next year's exhibit, make the most of your time after the RSNA - or any show you exhibit at - and turn those leads into sales.
