When people talk to me about sales funnels, they tend to sum up the Audience-building and Lead-generating activities as marketing (or even web marketing) activities. But they are far broader than that!
Trade shows can make up an important part of the sales funnel for many businesses. There can be a high cost of entry (you need to get to the trade show, you need the time to spend at the trade show, and you need a nice display). But there can also be a substantial reward.
In this post from the TKO Graphix Brandwire Blog, Randy Clark lists 10 useful tips that companies who use trade shows can apply to improve the role that trade shows play in their sales funnel. Read the article here: TKO Graphix Brandwire Blog, 10 Ways To Improve Your Trade Show Results – 10 Ways To Improve Your Trade Show Results.
I would add a point to this list — it’s a point that Clark hinted at in the first paragraph but that deserves a much bigger mention: Create and implement a plan to follow-up on the leads you get at the trade show. Don’t just throw them into the mix of others — create a unique marketing plan specifically for this group of people. There’s a good chance they are warmer leads and more motivated (and you met them face-to-face!)