Generating leads and building networks has historically been a key concern for businesses. With help from technical advancements, organizations started looking for rather creative ways of achieving these goals. One such means is an exhibition, which has traditionally been used for expanding reach and opening avenues for new customers.
In the modern world, the idea of an exhibition has transformed and the concept of virtual exhibitions is gaining rapid popularity. Many organizers opt for this, not just to benefit from the hassle-free experience and generate leads, but also to profit from sponsors bidding for visibility. This is all crucial in a virtual exhibition — but what happens when the show is over and the gadgets switched off?
It’s time to take notes — today you will learn some useful tips to help you move your leads through the funnel in a virtual exhibition.
A bit of context
Research conducted by Exhibitor indicates that only 47 percent of companies track leads generated at trade shows and less than 70 percent have any formalized plan for following up after the event.
Luckily, with modern ways of virtual exhibition, you can easily keep a track of your leads in detailed reports. Organizers can also analyze the stats in real time and see which segments are bringing the most engagement, even during the event.
Tips on nurture emails
We know the wonders of email communication in building long-lasting relations with your prospects in almost any virtual event. So why not apply the same to virtual exhibitions as well?
Before you plan on curating an email sequence, please make sure they are following these best practices:
- Directly relevant to your leads (cohorting helps segment your messaging)
- Sent at the right time (must avoid sending emails on weekends or late nights)
- Keep it personalized
- Use a catchy and to-the-point subject line, relevant to your conversation
- Clean copy (avoid adding too many links or writing out-of-context paragraphs)
- Avoid using more than one CTA
- Avoid being salesy (make sure your tone is friendly but not too assertive)
- Lastly, don’t forget to add your email signature
Now let’s dive deep into how you can maintain an effective follow-up sequence so your lucrative leads do not leak out of the pipeline. Here are a few email templates:
1. Acknowledge participation
In this competitive business environment, it’s pertinent to build valuable relationships with your prospects. The best way to close your virtual exhibition is by sending a bulk acknowledgement email to all your attendees. Make sure to make it as personalized as possible by adding any unique information about the receiver that can build interest.
Here is a sample:
Recommended subject line: Thank You for Joining, [First Name]
Hi [First Name],
It was great to e-meet you at [Event Name] yesterday. We were glad to see that you were interested in [Product Name].
We would love to hear your feedback on our virtual event and how we can improve it further. It would also be nice to catch up with you as soon as you have some free time.
Thank you and we hope to hear from you!
2. Request a follow-up meeting
True success of your virtual exhibition lies in how well you are able to control churn and increase engagement. Of course, it goes without saying that sending a follow-up email is the most essential part of an email sequence.
Protip: It’s a good idea to opt for a CRM tool such as HubSpot to handle all your email communication in order to avoid constant back and forth.
Here’s an example of a meeting request email:
Recommended subject line: Let’s Catch Up
Hi [First Name],
We appreciate that you stopped by our booth at [Event Name], it was great to e-meet you.
[As a reminder, write a short description of your company and mention any current offers/ promotions].
We would love to set up a 15-minute call with you to discuss any concerns and talk about the next steps. Please let us know your availability.
Thank you so much for your time! I look forward to our next conversation.
3. Deliver relevant documents
Email provides a great opportunity to share some useful resources to help customers resolve their pain points. It’s wise to send any relevant information like FAQs, product information, or special offers as an attachment in this email.
Recommended subject line: Collateral to Assist You With [Pain Point]
Hi [First Name],
Thank you for visiting our booth at the [Event Name], it was a pleasure to e-meet you. We hope you had a fun experience!
Just to have a quick recap of our meeting, I am attaching some useful resources for you.
Please let us know if there’s anything else you need and we will be at your disposal!
4. Reminder on promotions
In case you were offering an exclusive deal at your booth, you can always send a reminder email to keep the communication going. Here’s how you can approach your leads to remind them of your specific offers:
Recommended subject line: Make Sure You Take Advantage [Your Offer]
Hi [First Name],
Thank you for joining us at [Event Name].
We just wanted to check if you would like to take advantage of the [Promotion] that you signed up for at the event. Please remember that it’s only a limited time offer, valid until [Expiry Date].
Don’t hesitate to get in touch if you have any concerns, and we’ll be happy to help you further. Thank you again!
Now you don’t need to rely on the traditional fishbowl method of collecting contacts. Whether you are an organizer or a booth sponsor, make sure it’s worth your effort by having a solid follow-up plan.
We wish you the best for your upcoming event. And please don’t forget to share your feedback with us. 🙂
At vFairs.com, we strive to build a top-class online event platform that will help event organizers make memorable connections with their target audience. We’re obsessed with taking out the hassle normally associated with physical events and leaving organizers and exhibitors to focus on what’s most important: engagement with the audience.