Stop losing trade show leads, here’s how you can keep them engaged after the show

You’ve just wrapped up a successful trade show. You had great conversations, exchanged business cards, and even picked up some solid leads. You’re feeling confident that these connections could turn into something big. But then… silence. No follow-up emails. No phone calls. Your leads have ghosted you. If you’ve ever experienced this frustration, you're not alone. Trade show ghosting is a real problem. The good news is that you can prevent it from happening again by adopting a solid follow-up strategy. In this blog, we’ll show you how to keep those leads engaged long after the trade show ends.

Why trade show leads ghost you?

Trade show leads can sometimes vanish into thin air after the show. It can leave you wondering what went wrong. Here are some common reasons why this happens.

Lack of Interest - Some leads may have only been interested in freebies or simply weren’t that invested in your offering.

Too much noise post-show - The aftermath of a trade show can be overwhelming, and your leads might get lost in the shuffle.

Generic follow-ups -  Leads receive numerous follow-up emails after a trade show, and if yours is too generic, it might get overlooked.

No sense of urgency-  Sometimes, leads might not be ready to make a decision right away, but if you don’t keep up the momentum, they lose interest.

Failure to stand out- If your booth didn’t leave an impression, leads might forget who you are or what you offer.

Here are a few steps that you can follow to prevent them from ghosting you.

Follow up quickly and personally

One of the easiest ways to avoid trade show ghosting is by following up with your leads quickly. Do this ideally within 24-48 hours after the trade show. The longer you wait, the less likely your leads will remember you or feel motivated to respond.

But speed alone isn’t enough. Your follow-up should feel customised, just like your custom booth design which reflected your brand. Instead of sending out a generic thank you email, reference specific details from your conversation to make your email stand out. For example, when you exhibit at a trade show, try to memorise this discussion you're having or atleast a pain point visitor shares. Send something unique that will jog their memory and remind them why they connected with you.

Segment your leads

Not all leads are equal, so don’t treat them the same. Not everyone you spoke with will be ready to buy right away. That’s why it’s important to segment your leads based on their level of interest and readiness to purchase. You can use categories like:

Hot leads: Interested in purchasing soon.
Warm leads: Interested but not ready to buy yet.
Cold leads: Not immediately interested, but worth nurturing.

Use content to nurture leads

Sometimes, leads need a little more time and information before they’re ready to make a decision. Instead of sending another "check-in" email, send them something valuable that nurtures their interest. This could be:

• A case study that highlights how your product/service helped a similar company.
• A whitepaper or eBook that offers solutions to the problems they mentioned.
• An invitation to a webinar or demo that could provide further insights.

Engage on social media

Trade shows don’t end when it is over. Stay connected with your leads on social media to keep your brand visible and build ongoing relationships. Connect with them on LinkedIn or any other social media depending on where they’re most active. By interacting with their posts and sharing relevant content, you’re showing that you care about the relationship. This creates a good impression and helps you stay on their radar.

Offer a clear next step

After you’ve reached out, make sure your leads know exactly what to do next. Give them a clear call to action (CTA). Don’t leave it open-ended.

For example, instead of saying, “Let me know if you’re interested,” try something more direct:

“Are you available for a quick call on (date) to discuss next steps?”

Clear CTAs help move the conversation forward and give your leads a reason to respond.

Be consistent (But not annoying)

Consistency is key when it comes to follow-up. But you don’t have to overwhelm your leads. Space out your emails and touchpoints. For example, after your initial follow-up email, you can send:

• A second follow-up with new content or offers, a week after the first email.
• A check-in email a month later, asking if their needs have changed or if they’d like to schedule a call.
• A final email that asks for feedback or offers an incentive, such as a discount or free trial.

The goal is to keep your business top of mind without coming across as spammy or desperate.

Don’t forget about post-show engagement

Even though the trade show is over, there are still opportunities to stay engaged with leads in the long run.

• Highlight key takeaways from the show and offer additional resources.
• If you’re exhibiting at other trade shows or hosting webinars, invite your leads to join you.
• Keep leads updated on your business, new products, and industry trends.

Wrap up

Trade show ghosting doesn’t have to be the end of the story. Follow these steps and you can keep your trade show connections engaged and increase your chances of converting them into loyal customers. At Connect Exhibit, we understand the importance of creating lasting impressions at trade shows. If you need assistance with trade show planning or booth design, reach out to us. We help businesses to turn those leads into long-term relationships.