Here is some research (from the US Centre for Exhibition Industry Research):

• 90% of trade show attendees use exhibitions as a primary source of purchasing information.
• 76% have a pre-set agenda, wanting to visit certain stands (so a majority of those visiting your stand have an interest in doing business with you).
• Nearly 80% of all show leads either aren’t followed up or are mishandled in some way.
• 48% of attendees only need to hear from an exhibitor once after a show to make their buying decision, because they are now familiar with the product/service.
• 54% of all qualified sales leads that were followed up were converted with just one telephone call.
• 43% of prospect buyers received the material that they had requested from the exhibitor after they had made their buying decision.

Plan the follow up – at the earliest briefing stage

1. Research each prospect.
   
   
   • Gather as much information about the prospect as possible.
   • Make sure you have their address, email address and telephone number.
   • Understand with target category they fit into (Click here and scroll down).
   • Create different email templates for each customer/prospect category you are targeting. Include basic information that can be tailored as appropriate, and the next steps/call to action.
   • Ideally be clear about what needs they have/what problems they need solving.
   • Make sure the stand staff are briefed to enhance/confirm this data.
2. That evening - immediately follow-up.
   
   
   • Follow-up with the appropriate email, on the day they attended.
   • Keep it short and simple.
   • Tailor it and personalise it.
   • Supply the information they asked for, or advise them that it will follow the next day (or whenever). Focus on keeping it relevant.
3. Next day - mail out the collateral.
   
   
   • Organise for someone back at the office to be preparing, collating and mailing out the requested information.
   • Your prospect may have requested information from a number of sources. Make yours the first to arrive.
4. Within 72 hours – make a call.
   
   
   • The figures above suggest that a follow-up call will be both welcomed and hugely profitable
   • Allocate the call to the appropriate sales person (the one who spoke to them on the stand?)
5. Contact all those prospects who were expected to attend, but didn’t.