Whether it’s being introduced to potential leads at a business networking event or engaging with consumers at a pop-up experiential marketing campaign on the high street, there’s no denying the power of meeting face-to-face when it comes to brand exposure. From exchanging contact details to explaining how your brand could benefit them, a successful initial meeting can be the start of a prosperous business relationship - but it’s the subsequent follow-up that will create a lasting impression in the minds of prospective clients.
While high-quality business cards and an iconic exhibition trailer is sure to make your brand stand out, time and time again, it’s the lack of follow-up that means companies fail to transform their interested prospects into paying clients. At The Events Structure, we’re experts in the field of event marketing, which is why today, we’re giving you the lowdown on how to shake-up your follow-up habits and secure custom after the event.
1. Follow-up after a few hours
Business is all about making smart and swift decisions, which is why it’s crucial that you’re prompt in making the most of any opportunities that arise from your experiential marketing campaign. Whether it’s a customer or a potential investor who’s looking to collaborate with your brand, adopt a ‘sooner rather than later’ ethos and always follow-up from your initial meeting within 24 hours. The captive audience at an exhibition means many attendees will have also left contact details with your competitors, so impress your potential leads with a timely follow-up and your proactive attitude will take you straight to the top of their radar.
2. Connect on social media
With 2.34 billion social network users across the globe, establishing a connection on social media is crucial for taking your newfound relationship to the next level - and sharing your profile means your potential leads can find out more about your brand’s background.
The type of prospect you’re following up with will most likely affect your decision when it comes to which social media platform you use to get in touch, and that’s because different kinds of clients will be more active on different platforms. Connecting with potential leads on LinkedIn is crucial after a day of networking with professionals, whereas a retail startup that focuses on sharing content related to its products might focus on engaging with potential customers on social networking services and apps like Twitter, Instagram and even Snapchat.
3. Opt for invitations, rather than the hard sell
From business events to pop-up campaigns, aggressive advertising and sales tactics can often be off-putting for potential clients, whereas offering an exclusive event invitation during your follow-up contact can be the incentive that prospects need to keep connecting. Opting for eye-catching exhibition trailers at your upcoming engagement marketing campaign will increase the profile of your brand - or alternatively, an exclusive one-off sale-event could mean you boost profits while developing newfound relationships. Whatever the type of event you choose to host, inviting potential clients to attend as a follow-up from making initial contact means your business will remain in the minds of your new contacts - and by avoiding the hard sell, they’ll likely to maintain a stronger relationship with your brand.
4. Choose how you communicate
When it comes to following up, a tailored approach is key to ensuring that each prospect feels valued. That means, while large-scale clothing and confectionary brands may opt for a blanket email approach or targeted social media posts, SMEs may be inclined to communicate the benefits of their premium services with a one-to-one phone call. Brand values and identity will play a principal role in which channel you choose, but it’s crucial that you factor in the expectations of key prospects in order to establish a business relationship that’s set to thrive.
5. Don’t forget to keep in contact
After securing a sale, many brands turn their attention to attracting new audiences that’ll purchase their products - but with past customers already familiar with your brand, a successful company will continue to keep in touch with its clients. From sending regular updates on the business in a monthly newsletter to setting reminders in your calendar to reconnect every quarter, keeping yourself at the forefront of your ever-expanding list of contacts’ minds is essential for staying ahead of the competition.
Visually appealing exhibition trailers and enthusiastic brand ambassadors will no doubt impress passers-by during your experiential marketing event, but it’s a well-executed follow-up that can make all the difference to your sales in the long-term.
Now you’re an expert in the art of following-up, it’s time to organise the event itself. For more information on our exhibition units including self-drive units, roadshow trailers, customised containers and mobile showrooms, get in touch with The Events Structure team today on 0161 821 1010.