SEMA eNews Vol. 17, No. 48, November 27, 2014

Post-Show Follow-Up—Keys to Capitalize on Connections You Made

By Steve Campbell

With your company’s pre-promotion complete, and the 2014 SEMA Show now a memory, it’s time to cement sales by reaching out to buyers post-Show.

Exhibitors can connect with more buyers at the SEMA Show than they might otherwise encounter in weeks or even months from their offices. But the connections aren’t automatic. In order to cement sales, exhibitors need to promote their attendance before the Show, offer a compelling display on-site and then follow up on quality leads after the Show.

According to a report entitled “2013 SEMA Show Research”—a post-Show survey of exhibitors and attendees—almost 90% of exhibitors at the 2013 SEMA Show said that they exhibit in order to generate leads and increase awareness of their companies. Slightly higher percentages said that those objectives were met at the 2013 Show.

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