3 Things You Can Do After SuperZoo to Maximize Holiday Sales

By Monday, August 15, 2016

No matter how many times I go, I’m always amazed by SuperZoo. One of the top trade shows in our industry, it offers pet brands a myriad of ways to connect, learn, and create buzz for their biz.

But let’s face it…with over 1,100 vendors and suppliers, it can be hard to be heard above the crowd. It’s a busy, busy place with everyone moving from one booth to another, trying to experience as much as they can as quickly as they can. So how do you make a lasting impression and leverage all those contacts you make?

Over many years of attending SuperZoo and other pet industry conferences, I’ve learned that what you do after the show is even more important than what you do during the show. Here are three post-SuperZoo tips to maximize your sales through the holidays and beyond!

Make follow-up a priority

If you’re like me, you return from SuperZoo with a stack of business cards, along with the best intentions to follow up right away. But then you get back to your desk and you have so many things to catch up on that follow-up falls lower and lower on your to-do list. A few days pass, and then a few weeks, and before you know it, it’s too late to reach out in a way that doesn’t feel forced or awkward.

This is a huge missed opportunity. Promptly touching base with your tradeshow contacts is one of the best ways to expand your network and build your sales. And the good news is that you don’t have to reach out to every person you met! Choose 5 – 10 of your most promising contacts and write an email or send a note through snail mail. Make it personal and professional, and consider sending samples, extending your show offer, or making a new offer.

Media matters

While you’re following up with business contacts, don’t forget to reach out to members of the media who visited your booth. After all, these individuals can help you get your name out to an even broader audience.

Make it easy for journalists to write about or mention you in a story by double-checking that they made it home with your company’s complete press kit. The press kit should be well organized and include your contact information, company overview, press releases, other mentions in the media, resources, the category of your business (food, toys, etc.), as well as images and important links. If they don’t have it, offer to send them another one or provide them with a link to your online press kit.

Share on social 

Did you take lots of great pictures at SuperZoo? Were you totally blown away by one of the speakers? Did you interview any other attendees on video? Share these, along with your thoughts and experiences, with your followers on Facebook, Twitter, Instagram and other social media. Tagging people and companies you met or reconnected with is another way to follow-up and stay top-of-mind.

As a bonus, if you get great feedback regarding your brand or product on these posts, you can include it in any personal follow-up you do after the conference!

Did you go to SuperZoo? Do you have any tips for following up after the show? Share them in the comments below.

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