So many hours of blood, sweat and tears go into preparing for big industry trade shows. Once the show is over, you want to make sure all your hard work pays off. So what steps does your team take to ensure you don’t lose the momentum you gained from the show?
By laying out (and following) a strategic and effective plan, you will have a roadmap to building stronger relationships with leads and customers as well as higher ROI for the events you attend. Follow these steps to capitalize on the work you did leading up the show, as well as the developments that took place during your time on the show floor.
Be it a drip email campaign, phone outreach, text message marketing, or a mix of them all, it’s imperative you stay in front of your retail and distributor leads and customers at a regular cadence so you stay top of mind. By creating strategic content for your sales team, you can help them build relationships, create trust and close those deals.
On average, it takes seven touch points in order for a lead to make a decision, so there should be a consistent and purposeful flow of messages reminding them of: (1) why they were interested in your products in the first place (2) what about your brand is different from competitors and (3) why their customers will love your products.
Create a feedback system from sales to marketing – whether it’s a survey, one-on-one conversations or a team meeting – to learn how the brand and product messaging resonated with the leads and customers the sales team spoke to throughout the conference. With your sales team at the forefront of communicating your brand at trade shows, they are able to gain a ton of insight. Make sure that input and insight isn’t just sitting with them, but instead that it is communicated to your team so you can actually put it to good use.
This type of input is what will allow your team to pivot, grow, deepen and enrich the messages you have already built, and in the long-run, be more effective at reaching customers and your end consumer.
Getting your product on the shelf is one thing, but pulling it off the shelf through the creation of consumer demand is quite another. Pull marketing tactics are a must for today’s pet product companies, which is why it’s vital for you to ideate around where you can increase strategic communications with consumers. One benefit of truly owning the relationship with your consumers, is to be able to demonstrate to your retail customers how you’ve invested in your brand, and how you’re helping increase sales. This will show your current and potential retail customers you care about making the partnership work and grow, and ultimately show why you deserve the shelf space they’ve given you.
It’s easy to open doors at the big industry trade shows, but it’s not easy to keep them open once everyone gets back to their everyday lives with their never-ending lists of things to do. Focusing on a strategic plan to stay top of mind is vital to ensure your efforts in preparing for these trade shows aren’t a waste of time, energy and budget.