Following up With Leads After Trade shows and Exhibitions

Over the last decade, researchers have found that the majority of exhibition leads generated by trade shows never receive any follow up. In 2010, a study reported that only 70% of exhibitors had designed any type of formal plan or process to follow up on leads after a show. Due to the availability of automated lead nurturing, the situation may slowly begin to improve.

However, simply having the technology to send the same, bland message to your leads is not reason enough to use it. The best exhibition tips and exhibition how to help you work through your options and find the best solution to your unique leads and exhibition type.

Quick Response

Quick Response

One of the most effective exhibition tips is quickly responding to your leads. A prompt response is absolutely critical, and if you never follow any other exhibition howtos, you must adhere to this one. A campaign designed to launch successful response emails should help you immediately send correspondence to your leads as they enter the system.

Be sure to be prompt, professional, and pay attention to the individual lead while creating your response. An original and thoughtful response ensures that you stand out among other companies. Other companies may take days or weeks to respond, so you must make a better impression.




You may lose the best exhibition leads if you send the same generic message to every trade show. Instead, you must always identify the specific show that the lead attended, mentioning it by name. At a bare minimum, you should also display it in the subject line and the first paragraph.

Including essential information helps your leads remember exactly who you are as a company and where they first encountered your exhibition booth. As a result, you improve your chances of the email being opened, read, and then replied to later.

Be Specific


Phrases such as “to learn more” or “for more information” may work in highly specific situations, but they are not effective toward following up on leads. Instead, make a specific call to action that includes real options for the lead to follow.

For example, if you have a demo you want them to access as a means of promoting your company, you should write, “Click here to request one of our personal demos.” Not only does this dramatically  improve the chances of your lead following the link and interacting with your company, but it also helps you standout among other, generic emails.