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Nurturing Leads and Building Relationships

The THAIFEX – HOREC Asia 2024 event has successfully concluded, exceeding expectations and unveiling an exciting future for the HORECA (Hotels, Restaurants, and Catering) sector. The event, held in Bangkok from March 6th to 8th, showcased 359 leading companies from 23 countries and attracted 15,851 visitors from 68 countries. An impressive business turnover was recorded, with estimated orders totalling around USD 91 million and on-the-spot orders of approximately USD 10 million. This landmark event provided a platform for showcasing innovative solutions and set the stage for future growth in the HORECA industry. As we reflect on the event’s success, it’s vital to focus on the following steps: effectively following up with contacts, nurturing leads, and building lasting relationships. These are crucial components for leveraging the potential of such a grand event and preparing for the next edition on March 5 – 7, 2025.

How to Network at Events: Tips for On the Day

Networking is a critical aspect of trade shows and exhibitions. To make the most of the opportunities, you must be proactive and strategic. What steps should you take on the day?

  • Prepare in advance- research the exhibitors and attendees to identify key contacts.
  • Be approachable- maintain a friendly demeanour and be open to conversations.
  • Elevator pitch- have a concise and compelling introduction about your business.
  • Listen actively- engage in meaningful conversations by showing genuine interest in others.
  • Exchange business cards- always have your business cards ready for exchange.
  • Take notes- jot down important details about the people you meet for future reference.

Follow-Up With Clients After The Event

Did you know that a huge 80% of exhibitors don’t follow up with leads after a trade show? (1)

That’s a lot of loss of potential customers! Although it can seem daunting, following up is one of the most important things you need to do after a trade show. 

Effective post-event follow-up is crucial in building on connections made during events. To maintain the momentum of a fresh connection, reaching out within 48 hours is essential. Personalising your communication is key; tailor your message to reflect the specifics of your initial conversation. 

Utilise various communication channels, be it email, phone calls, or social media, aligning with your contact’s preferred method of communication. Always aim to provide value in your follow-up, sharing information or resources that align with their interests. Finally, suggest a meeting, either face-to-face or virtually, to further explore potential opportunities for collaboration. This strategy ensures a more meaningful and productive post-event engagement. (2)

Importance of Nurturing Leads

Nurturing leads is a process of developing relationships with potential clients over time. Benefits of nurturing leads include increased sales opportunities, customer loyalty, and enhanced brand reputation. 

Maintaining regular communication with clients is essential, and this can be effectively done through various channels such as newsletters, updates, or personalised messages tailored to their specific interests. Read up on some excellent email follow-up examples here. (3)

Remembering something they said and relating to it is a great way to show how you listened to them and care about the relationship. It’s important to not only stay in touch but also to provide valuable content that educates and informs, addressing their needs or interests. 

Encouraging feedback is another key element, as it helps to understand their challenges and preferences, allowing for a more tailored approach. Offering exclusive access to special deals or early releases of products can enhance the client experience. Lastly, tracking the progress of each lead and adjusting your strategies based on their journey ensures a dynamic and responsive approach to client engagement.

Building Client Rapport

Building solid relationships is essential for long-term business success. Maintaining regular, non-intrusive communication is a crucial aspect of nurturing client relationships. It’s essential to show empathy, understand their perspective, and demonstrate genuine concern for their challenges. (4) Being reliable, consistently delivering on promises, and maintaining consistency in interactions are crucial for building trust.

What else helps build rapport? Try celebrating important milestones in your client’s business to show that you value and recognise their achievements. Adding a personal touch to your interactions, such as remembering specific details or preferences, enhances the relationship, making it more meaningful and tailored to the client’s unique needs and circumstances.

Have a Follow-Up Strategy

How can you ensure you do all of this? You can do this by having a clear follow-up strategy for every new contact. Start with a prepared outreach plan, crafting emails that address potential customer questions and scheduling them for specific post-event dates. You can then welcome new leads to your email list with context-providing openers and tailored responses to foster a personalised connection. 

The personal touch is vital; individual follow-ups by the salesperson who interacted with the lead at the event create a more meaningful engagement. Distributing content such as blogs, articles, or newsletters keeps the brand relevant and positions it as a thought leader. And make sure to include engagement in your strategy. That means you must keep engaging new contacts consistently, recognising when to shift focus from cold leads to more promising ones while maintaining a connection with all. (5)

Conclusion

As we look back on the success of THAIFEX – HOREC Asia 2024, it’s crucial to remember that the event is just the beginning. The true measure of its success lies in how effectively we follow up, nurture leads, and build relationships. By applying these networking and relationship-building strategies, businesses can maximise their success and lay a strong foundation for future collaborations, including the upcoming 2025 event. Remember, the key to lasting business growth is in the relationships you nurture today.

 

  1. https://exhibitus.com/the-ultimate-follow-up-checklist-for-trade-show-managers/ 
  2. https://splashthat.com/resources/event-marketing-guide/post-event-engagement-strategies 
  3. https://www.protocol80.com/blog/5-lead-follow-up-email-templates-for-trade-shows 
  4. https://www.techtarget.com/searchcustomerexperience/tip/Empathy-in-customer-experience-drives-company-success 
  5. https://www.faire.com/blog/selling/how-to-nurture-new-customer-relationships-from-trade-shows/ 
Categories: Insights / Report

by Faith.Lim

Share

Share:
Nurturing Leads and Building Relationships

The THAIFEX – HOREC Asia 2024 event has successfully concluded, exceeding expectations and unveiling an exciting future for the HORECA (Hotels, Restaurants, and Catering) sector. The event, held in Bangkok from March 6th to 8th, showcased 359 leading companies from 23 countries and attracted 15,851 visitors from 68 countries. An impressive business turnover was recorded, with estimated orders totalling around USD 91 million and on-the-spot orders of approximately USD 10 million. This landmark event provided a platform for showcasing innovative solutions and set the stage for future growth in the HORECA industry. As we reflect on the event’s success, it’s vital to focus on the following steps: effectively following up with contacts, nurturing leads, and building lasting relationships. These are crucial components for leveraging the potential of such a grand event and preparing for the next edition on March 5 – 7, 2025.

How to Network at Events: Tips for On the Day

Networking is a critical aspect of trade shows and exhibitions. To make the most of the opportunities, you must be proactive and strategic. What steps should you take on the day?

  • Prepare in advance- research the exhibitors and attendees to identify key contacts.
  • Be approachable- maintain a friendly demeanour and be open to conversations.
  • Elevator pitch- have a concise and compelling introduction about your business.
  • Listen actively- engage in meaningful conversations by showing genuine interest in others.
  • Exchange business cards- always have your business cards ready for exchange.
  • Take notes- jot down important details about the people you meet for future reference.

Follow-Up With Clients After The Event

Did you know that a huge 80% of exhibitors don’t follow up with leads after a trade show? (1)

That’s a lot of loss of potential customers! Although it can seem daunting, following up is one of the most important things you need to do after a trade show. 

Effective post-event follow-up is crucial in building on connections made during events. To maintain the momentum of a fresh connection, reaching out within 48 hours is essential. Personalising your communication is key; tailor your message to reflect the specifics of your initial conversation. 

Utilise various communication channels, be it email, phone calls, or social media, aligning with your contact’s preferred method of communication. Always aim to provide value in your follow-up, sharing information or resources that align with their interests. Finally, suggest a meeting, either face-to-face or virtually, to further explore potential opportunities for collaboration. This strategy ensures a more meaningful and productive post-event engagement. (2)

Importance of Nurturing Leads

Nurturing leads is a process of developing relationships with potential clients over time. Benefits of nurturing leads include increased sales opportunities, customer loyalty, and enhanced brand reputation. 

Maintaining regular communication with clients is essential, and this can be effectively done through various channels such as newsletters, updates, or personalised messages tailored to their specific interests. Read up on some excellent email follow-up examples here. (3)

Remembering something they said and relating to it is a great way to show how you listened to them and care about the relationship. It’s important to not only stay in touch but also to provide valuable content that educates and informs, addressing their needs or interests. 

Encouraging feedback is another key element, as it helps to understand their challenges and preferences, allowing for a more tailored approach. Offering exclusive access to special deals or early releases of products can enhance the client experience. Lastly, tracking the progress of each lead and adjusting your strategies based on their journey ensures a dynamic and responsive approach to client engagement.

Building Client Rapport

Building solid relationships is essential for long-term business success. Maintaining regular, non-intrusive communication is a crucial aspect of nurturing client relationships. It’s essential to show empathy, understand their perspective, and demonstrate genuine concern for their challenges. (4) Being reliable, consistently delivering on promises, and maintaining consistency in interactions are crucial for building trust.

What else helps build rapport? Try celebrating important milestones in your client’s business to show that you value and recognise their achievements. Adding a personal touch to your interactions, such as remembering specific details or preferences, enhances the relationship, making it more meaningful and tailored to the client’s unique needs and circumstances.

Have a Follow-Up Strategy

How can you ensure you do all of this? You can do this by having a clear follow-up strategy for every new contact. Start with a prepared outreach plan, crafting emails that address potential customer questions and scheduling them for specific post-event dates. You can then welcome new leads to your email list with context-providing openers and tailored responses to foster a personalised connection. 

The personal touch is vital; individual follow-ups by the salesperson who interacted with the lead at the event create a more meaningful engagement. Distributing content such as blogs, articles, or newsletters keeps the brand relevant and positions it as a thought leader. And make sure to include engagement in your strategy. That means you must keep engaging new contacts consistently, recognising when to shift focus from cold leads to more promising ones while maintaining a connection with all. (5)

Conclusion

As we look back on the success of THAIFEX – HOREC Asia 2024, it’s crucial to remember that the event is just the beginning. The true measure of its success lies in how effectively we follow up, nurture leads, and build relationships. By applying these networking and relationship-building strategies, businesses can maximise their success and lay a strong foundation for future collaborations, including the upcoming 2025 event. Remember, the key to lasting business growth is in the relationships you nurture today.

 

  1. https://exhibitus.com/the-ultimate-follow-up-checklist-for-trade-show-managers/ 
  2. https://splashthat.com/resources/event-marketing-guide/post-event-engagement-strategies 
  3. https://www.protocol80.com/blog/5-lead-follow-up-email-templates-for-trade-shows 
  4. https://www.techtarget.com/searchcustomerexperience/tip/Empathy-in-customer-experience-drives-company-success 
  5. https://www.faire.com/blog/selling/how-to-nurture-new-customer-relationships-from-trade-shows/