This final step may be the most difficult task associated with your investment, but it is by far the most important factor to consider. Without proper follow up you have wasted your time and the otherwise billable time of your attorneys. Keep a record of those who were in your booth, gather the business cards found in the pockets of your attorneys suits, those business cards with notes scribbled on the back side. Have a follow up plan and immediately follow up. Know when you leave the show who will contact which prospect, create deadlines and be sure they are met.
Trade shows come in all subjects and sizes.
Take the time to do the research to find the shows that will benefit the firm. Research the show, ask for a list of attendees from prior years, make sure that you have the proper audience for your message, research those companies that may be your best prospects, be prepared. In being prepared you'll find each show to be less of a trick and much more of a treat.