Trade show follow-up: what to send and when
A timeline for the first two weeks after a show, two templates you can copy, and how to choose between email and WhatsApp for the follow-up.
A follow-up works best when it arrives while the visitor still remembers you. After a show a person has talked to dozens of stands, and the one that writes on Tuesday is remembered better than the one that writes in three weeks.
The timeline
| When | To whom | What |
|---|---|---|
| At the stand, or the same day | Visitors who asked for a brochure, a price list or a datasheet | The material, with a short thank-you |
| Within two working days | A leads: a real project, a budget or a deadline | A meeting request that names their need |
| Within a week | B and C leads: short conversations, no clear need | A light touch with one useful link |
| Five to seven working days after the first email | Anyone who has not replied | One short reminder |
| About two weeks after the first email | Anyone still silent | One more message, then stop |
“Stop” matters. After the second reminder, either leave the contact alone or, if they agreed to it, move them to a newsletter.
What every follow-up should do
- Mention one detail from the conversation. It shows the message is not a mass mailing.
- Ask for one thing only: a reply, a call or a meeting.
- Link to your material or attach one file. Several large attachments often end up in spam.
- Say who you are and how to reach you, and give a simple way to say no.
- Write only to people who gave you their card or their details. Rules for business email differ between countries, so check yours before you send.
Template: the material they asked for
Send the same day or the next morning.
Subject: [Show name]: the [product] information you asked for
Hello [First name],
Thank you for stopping by our stand at [Show name]. It was good to talk about [what you discussed].
As promised, here is [brochure or document name]. The part most relevant to you is [section or page].
If you would like to go through it together, I am glad to set up a 20-minute call. Reply with a day that suits you.
Kind regards, [Your name] [Role, company, phone]
Template: a meeting request after a concrete need
Send within two working days, to the A leads.
Subject: [Their company] and [your company]: next step after [Show name]
Hello [First name],
At [Show name] you told me that [their need or project] and that you plan to decide by [date or timeframe].
I would like to suggest 30 minutes next week to look at [the specific thing: their requirements, a first offer, a demo]. Would [day] at [time] or [day] at [time] work for you?
If someone else is involved in the decision, please feel free to forward this message to them.
Kind regards, [Your name] [Role, company, phone]
The full set of four templates, including the reminder and the light touch, is on the guide page, with subject line examples.
Email or WhatsApp?
Use the channel the visitor used with you. Email suits longer messages and documents. WhatsApp suits a short message with a file, and only for people who gave you their number. If you send by WhatsApp, say who you are in the first line; a message from an unknown number is easy to ignore.
The first message does not have to wait
The first template is the one most visitors expect, and it is the easiest to send late. Followbooth sends the right brochure by WhatsApp or email while the visitor is still at your stand, in their language. It sends first by WhatsApp when the number is on WhatsApp, and by email when it is not. The A, B or C grade on each lead then tells you which of the other messages to write, and in what order to call.
The WhatsApp message goes out from your team’s own linked number.