This article originally appeared in the October 2022 issue of Security Business magazine. When sharing, don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter.
It has been one month since GSX. How has your company fared?
Trade shows are one of the most effective ways to promote what makes your company unique. Face-to-face interaction can take you much further than even the most polished internet presence and open doors to new relationships with candidates.
The short amount of time you spend engaging with prospective customers and clients will provide long-term positive outcomes if the right steps are taken post-trade show. You will return home with a fresh perspective on your work and a new appreciation of our industry.
While many companies walk away with a lot of leads, new relationships, and new knowledge, it is what happens after the show that is most important. Consider these three post-trade show ideas to create the most impact when trying to attract top talent, close your next customer, or establish a solid contact in the industry
1. Stand out in the crowd:
Let’s face it, leaving a lasting impression through a sea of thousands of people and colorful booths can be difficult. Trade shows are a great way for your company to get in front of the right audience, but how can you stay in front of them long-term when the show is over? Take time afterward to follow up making sure to define your company culturally and visually. Whether this follow-up involves an email campaign or something more personal, make sure to take the time to personalize the outreach, as it will really make people feel special.
At the show, the setup of a booth can allow potential candidates and customers to have a first-hand look. Is your company approachable, warm and welcoming? Allow candidates to see your company in action, meet team members and even send them a follow-up case study or product demonstration you think they might enjoy. This can spark additional conversation and that secondary connection can keep the momentum going in the interview process and can help determine culture fit.
Think about your company’s vision, your professional story, and the image you want to convey, and think about changes you want to make in the future that can help you stand out.
2. Creative networking:
Networking at trade shows is not just about pitching what makes your company different. Potential hires want to know you and your team as people. Trade shows are the perfect setting to strengthen existing relationships and build new ones. Every new contact could become your next hire or customer. Remember to take a few minutes after meetings to make some quick notes for follow-up. Always be open to quick conversations in the elevator or rest areas that could lead to a long-term connection. In person, the conversation goes way beyond most emails, if you take the time to engage. After the show, think about a unique way to engage with prospects that your competitors are not doing, such as a webinar, a (virtual) happy hour, or anything else that will help further the conversation with prospects.
3. The competition can be your best teacher:
Pay attention to the booths that have the most traffic for new ideas to adopt and those to avoid. Use conferences and trade shows as a fun resource to check in with what’s going on in the industry and stay up to date on trends and new technology. Keep your ears and eyes open and take notes to make sure you capture the information. After the show, reflect with the team on what you liked and disliked and see if it sparks any new ideas.
Sophie DeJulius is Executive Recruiter-Security Technology for Recruit Group (https://recruitgrp.com), with a focus on security industry operations, sales, and sales leadership.
