Your exhibition was a success: enthusiastic visitors, valuable conversations and an exhibition stand that stood out. But the real work often starts after the exhibition. A strong follow-up turns enthusiasm into concrete leads, new customers and lasting relationships.
1. Don’t wait too long
Schedule your follow-up time before the exhibition, so it doesn’t get lost in the post-event rush. Ideally, reach out on the same day a visitor stopped by your stand. Even if it’s just a quick “Nice to meet you!”
No time that day? Make sure to follow up with key leads within a week while your brand is still fresh in their memory. Divide follow-up tasks across your team to ensure no one is forgotten.
2. Be prepared: call scripts & email templates
Effective follow-up starts before the event. Make sure your team is ready with:
- Call scripts with open questions (what do you really want to know?)
- Email templates that are easy to personalize (see our follow up email after exhibition example below)
- Ready-to-go content like brochures, videos or demo links to share instantlyKeep it short. Too much information backfires. Focus on one or two key topics, that keeps your message clear and actionable.
3. Make it personal
Personalized follow-up is more relevant and shows you listened. Refer to your specific conversation, use key points that were discussed, and tailor your message to their goals or pain points.
Sicco’s tip: “Write down short notes during the event. Even a few words per conversation help make your follow-up more genuine and valuable.”
4. Treat your follow-up like a mini-campaign
Just like your exhibition stand was a brand experience, your follow-up should grab attention too. Make it stand out and feel like a natural extension of your brand. Consider:
- An eye-catching subject line that creates curiosity (Ask a question, make a bold statement, or reference your stand experience)
- On-brand visuals: Use your company colours, fonts and tone of voice. Add a header banner that matches your booth’s visual identity.
- A short video: Record a quick, personal message referring to your conversation. It feels much more personal than text and very few people do it.
- A surprising extra: Think of a downloadable checklist, early access to a new product or a sneak peek. Something valuable and exclusive
5. Let data guide your next step
Use tools like Leadinfo, HubSpot, or your email platform to track who opens your emails, clicks links or revisits your website.
That way, you know who’s interested and where a follow-up call or content makes sense.
Sicco’s tip: “I use data to prioritize. If someone clicks through, I’ll follow up with a call or extra email. It helps me focus on the leads that really matter.”
Example: Follow up email after exhibition
Subject: What you said at our stand really stuck with me…
Hi [Name],
It was great to see you at our stand during [Exhibition Name]! We’re looking back on an inspiring event and really enjoyed our conversation about [topic].
As promised, here’s a bit more info that might be useful to you:
• [Link to brochure, video, or whitepaper]
• [Optional: invite to a demo, call, or event]
Should we have a quick call next week to exchange ideas? Let me know, and I’ll schedule something.
Best regards, [Your Name] [Your Job Title] [Phone Number] [Website] [LinkedIn Profile]
Use data. With tools like Leadinfo, I can see who opens our emails and clicks through. That tells me who’s really interested and worth following up with personally.
Conclusion
A successful exhibition doesn’t end with tearing down your booth. A well-timed, personal, and smart follow-up turns attention into action. Prepare ahead, personalize where possible, keep it short, and use data to guide your next steps. That’s how you turn your exhibition into a long-term investment.
Curious how Tausch can help you get the most out of your next exhibition? Let’s talk.
