by Jessica Taylor (Legacy Tree Genealogists)
A few weeks ago, the last note at RootsTech’s closing event faded, thousands of attendees got in their cars and drove away, and we exhibitors took down our booths in record time and headed home.
And what now?
For four days, conference attendees and exhibitors were overloaded with information, entertainment, and new faces. If your face (and company logo) was one of them, how can you ensure that your face and introduction aren’t now lost in the visitors’ post-conference haze?
Let’s talk about 3 ways to keep those new contacts engaged so they don’t forget you.
#1: Business cards – add a note
If you’re like me, sometimes you come home from a conference with a handful of cards and you can’t remember who was who or the details of the conversations that involved trading business cards.
Although it’s not pretty, do the recipients of your cards a favor – when you talk with them and hand them a card, it’s ideal if you could jot down – for them – the reason you’re handing them your card. Then, after the conference when they’re looking at your card, you’ve helped them remember why they have it and what they’re supposed to do about it before they file (or throw) it away.
I do the same on the receiving end. If someone hands me a card, I don’t put it in my purse before I’ve written a quick note about what I’m supposed to do about the contact info I’ve just received.
#2: Keep a list
If someone’s taken the time to talk with you at your booth, you certainly want to continue that relationship beyond those few minutes if possible. A good way to do that is to get them on your email mailing list.
I’ve found that inviting someone to join our mailing list works best when the conversation is just about to end. Right before they walk away, I mention “We also have a newsletter and send out weekly genealogy research tips. Would you like to join?” Rather than cut ties, a surprisingly high percentage of people put their names on the list so they can hear from us.
We’re sure to follow that up with an extended pricing discount for those who joined our list during the conference, and then with regular, high-quality content from there.
#3: Circle back next time
If you’d like, you can keep that mailing list organized so you know who joined it last time you were at a conference, and when you’re returning to the same conference next year, let those readers know you’ll be back and would love to talk with them again.
This year, someone walked up to our booth in the Expo Hall’s first open hour and ordered from us right off the bat, saying they met us last year and have been learning about us ever since. Knowing we would be back again, this person was ready to buy the second time around. Circling back and developing long-term relationships is valuable for your brand and your bottom line.
Of course, this isn’t nearly a comprehensive list of how to keep post-conference relationships going. Please add your tips to the Genealogy Business Alliance discussion on Facebook and let’s hang onto these leads!
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