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The trade show is over. You've collected business cards, scanned badges, and had promising conversations. Now what? In this final installment of our trade show trilogy, Evan Polin and Craig Andrews reveal the most critical—and most commonly neglected—phase of trade show strategy: the post-show follow-up.

We begin with the clear signs of on-floor success that should set you up for effective follow-up. From high booth traffic and qualified leads to social media buzz and positive brand recognition, these indicators help you prioritize your post-show efforts. But here's the shocking truth: the biggest mistake companies make after investing thousands in trade shows is failing to follow up promptly, effectively turning warm leads into cold calls.

The secret to post-show success? Plan your follow-up strategy before you even attend. Block dedicated time in your calendar for the days immediately following the event, prioritize your leads based on conversation quality, and personalize every follow-up. Generic "thanks for stopping by our booth" emails scream insincerity—especially when sent to people who never visited you.

We explore the critical collaboration between sales and marketing teams after the show, sharing strategies for maintaining prospect engagement through targeted content, social media, and even the increasingly rare but effective handwritten note. Learn how to calculate your true ROI beyond immediate sales, understanding that a single significant client from a trade show might justify years of attendance costs.

Don't leave your runners stranded on base—this episode gives you everything you need to knock your trade show investment out of the park. Whether you're in sales or marketing, you'll walk away with actionable strategies to transform trade show expenses into powerful drivers of business growth.