Skip to Content
Orange and yellow binders labeled Trade Show and Follow-Up

News & Knowledge


By: Audrey Garcia    Posted: November 3, 2017

With the 2017 Trade show year coming to an end, another B2B show is hitting the streets this month at Chicago’s McCormick Place – FABTECH, the metal industry’s showcase event.

Like most shows, FABTECH promotes itself as a convenient venue where you can meet with world-class suppliers, obtain information to improve productivity, increase profits and view new solutions.

Let’s face it, selecting the right tradeshow in which to exhibit can be difficult.  Most B2B shows offer the same promise as FABTECH. Warm bodies and lots of exhibitors peppered with a healthy dose of education, networking and entertainment.  Why wouldn’t they?  It’s what tradeshows are all about!

There is a strategy behind selecting the right tradeshow to attend. It is important to remember that the size of a show does not always guarantee a healthy exhibit ROI in the end. Even if you’re writing orders on the floor, it’s usually the follow-up, that will bring the best results.

If you’re exhibiting at FABTECH, or have found it difficult to find the time to follow-up on the tradeshows you’ve exhibited at, here are a few tips:

  • Follow up no matter what. While, it is best to reach out within 20 days of a show, even a personal call several weeks afterward, can help build rapport that leads to informative sales discussion.
  • Connect digitally. If your company has conducted a digital marketing campaign, consider a remarketing campaign to the leads or attendee lists you’ve obtained, via AdWords, email and social media.  This can help refresh their memory and make them more likely to take your call.
  • Don’t be afraid of results. Hopefully you’ve set goals as part of your strategy, but if not, it’s still a valuable practice to review the response to your follow-up efforts.  Your results will give you a clear indication of who is responding to your follow-up as well as the types of people who attended the tradeshow.  Even less than stellar results offer valuable information for the future, as you move forward in selecting the best shows for your company to attend.
  • Get help. Today’s business climate places an ever-growing importance on accountability.  One of the most challenging areas in which to measure ROI is tradeshow marketing.  Most companies are strapped for time and challenged by ever tightening budgets.  Additionally, they may not have the skill sets required to efficiently and effectively conduct a campaign that can quantify results quickly.  Experienced marketing agencies, such as JMS Marketing, can help by lowering your tradeshow spend and increasing your exhibit ROI.


JMS Marketing is pleased to help.  To obtain a complimentary copy our Trade show Results Follow-up form, contact us today.

Category: Marketing Planning, Trade Shows

Marketing Disasters: A Recovery Plan |