The show is over, the work is not. This guide gives you a five-day plan for leads, follow-ups, photos, video and the internal report, so that conversations on your stand turn into business before you are back home.
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On the last day of the show, every conversation is still fresh. Your visitor remembers your face, the product they held and the question that was left open. A week later they have seen twenty other stands, their inbox is full and your message is one of many. Follow-up is not admin work. It is the part of the show where the budget starts to come back.
For international exhibitors the problem is sharper. The team flies home on the evening of the last day or the morning after, arrives jet-lagged, and a backlog of normal work is waiting. Without a plan, follow-up falls apart into individual actions: one colleague writes immediately, another three weeks later, the photos sit on a hard drive and the report to management is a gut feeling.
The fix is simple. Agree the plan before the show, name one person responsible for each day and block the time in everyone's calendar. Five working days are enough if the groundwork is done on the stand.
The plan starts on the evening of the last show day, not the Monday after. The order matters more than the exact days: secure, sort, follow up, publish, report.
If you fly home on day 1, use the airport or the flight for the merge. Head office in another time zone can start publishing while you travel, provided the material and the approvals are ready.
A lead without a note is worth little more than a card from the bowl. Make sure that for every contact your stand team records three things: what it was about, how concrete the interest is and what was promised next. That saves hours of guesswork on day 2.
One sentence that refers to the conversation, a concrete answer to the open question, a proposed next step with a date and only the attachment that was actually requested. A stand photo or a short clip from your stand reminds the contact where you met. Photos that show the visitor personally should only be sent with their agreement; see our guide to image rights at trade fairs.
What often goes wrong: mass mailings with every catalogue attached, follow-ups from the wrong sender and leads that belong to nobody. Every A- and B-lead needs one named owner in your team.
During and just after the show, visitors, customers and people in your industry actively look for impressions. That window is short, which makes delivery time part of your follow-up plan. At Pixer we deliver within 24 hours after the show ends, first photos usually the same day, so you have material for the thank-you post on day 1 and the finished highlight video by day 3, often before your flight lands.
For exhibitors with a home market in another language, subtitles in English, German, Arabic or Persian make the same video usable at home. How to organise publishing within a single day is covered in publishing show content within 24 hours. One person signs off, not five.
The report should answer one question: is this show worth it next time, and if so, what do we change? Two pages are enough. Avoid numbers nobody can verify and write down only what you actually counted.
| Section | Content |
|---|---|
| Leads | Number of A, B and C leads, meetings booked, quotes promised |
| Content | Posts published, video, gallery, first reactions |
| Costs | Space, stand build, travel, staff, photo and video |
| Observations | Peak times, visitor profile, competitors, stand location |
| Recommendation | Book again or not, and what should change |
The real value shows months later, when A-leads become orders. Set a date at three and at six months to update the report. How to make the contribution of photos and video measurable is explained in measuring the ROI of trade fair content.
Tasks and owners for the five days are fixed before you travel, and the time is blocked in calendars.
Merge the lead app, business cards and notes on the first evening, before anything gets lost in transit.
Personal follow-ups that refer to the conversation within two working days, with a clear next step.
Photos and video delivered within 24 hours can still be used while the show is the topic.
Only counted numbers, a clear recommendation and review dates at three and six months.
What was missing on the stand goes straight into the checklist for the next show.
For A-leads within one or two working days after the show, with a concrete reference to the conversation. B-leads can follow within the first week, C-leads later and grouped.
One person coordinates the plan, usually from marketing or sales support. Each individual lead belongs to the colleague who had the conversation.
Only with the agreement of the person shown. Stand views, product shots and photos of your own team, with their consent, are the safe choice.
Within 24 hours after the show ends, first photos usually the same day. Two revision rounds for the video are included, and we can deliver while you travel home.
Estimated visitor numbers without a source, vague statements about the atmosphere and figures nobody counted. A few solid values and a clear recommendation are worth more.
Yes, if recipients have given consent. A short recap with photos and the video keeps the contact warm without being pushy.
Good follow-up needs good material on the first day after the show. We photograph and film your stand and deliver within 24 hours, so your team can follow up from anywhere.
We reply within 24 hours. During a show week, WhatsApp is fastest.
