3 min read
Trade show follow-up: email templates and how to measure ROI
When the trade show ends, the real work begins. A good conversation at the stand is forgotten within days if nobody follows it up. The exhibitors who get business out of a fair are usually the ones who plan the follow-up before it starts.
This article covers the first 48 hours, following up on proposals and how to measure the return after four weeks. For the preparation stage, see our trade fair preparation checklist.
Day one: sort your notes
- Write up your notes the same evening: person, company, interest, what you promised, next step.
- Mark each conversation hot (a concrete request), warm (interest, unclear timing) or cold (general introduction).
- Give every promise (quote, sample, catalogue) a date and an owner.
The first 48 hours: the thank-you email
Make it personal: one detail from your conversation, the date you promised and one clear next step. Emails that look like a newsletter often go unread.
Subject: Our conversation at [fair name] – [topic]
Dear [name],
Thank you for visiting our stand at [fair name]. We noted your question about [topic, for example lead times for the new product range].
As agreed, we will send our proposal by [date]. In the meantime, please find our short product sheet attached.
Would a 20-minute video call next week suit you?
Kind regards,
[Name] · [Title] · [Phone]
Weeks one and two: the proposal and the follow-up
- Keep your promise: send the proposal on the date you gave. If it will be late, say so in advance.
- Add something new each time: a reference project, a short video, a certificate or the answer to a question the buyer asked. Do not just ask whether they have read your proposal.
- Choose the channel: the first follow-up by email, the second by LinkedIn message or phone. Note the buyer’s preferred channel.
Subject: Our proposal, and a quick note on [topic]
Dear [name],
Following the proposal we sent last week, I wanted to share [a short answer or extra information] on the [topic] you asked about.
If anything else would help your assessment, I would be happy to send it.
Kind regards,
[Name]
After four weeks: measure the return
Judge the fair on numbers, not on feeling. Collect these in a simple table:
- Total cost: stand space, stand build, materials, video, travel, accommodation and team time.
- Number of conversations, and how many were hot, warm and cold.
- Number and total value of proposals sent.
- Deals won and the gross profit from them (some deals come months later, so update the table at 6 and 12 months).
- Cost per conversation: total cost ÷ number of conversations.
A simple ROI formula: (gross profit from deals attributed to the fair − total fair cost) ÷ total fair cost. If the result is above zero, the fair has paid for itself. In sectors with long sales cycles, the four-week figure is only the start.
See also our article ‘Are trade fairs still worth it?’ and, if you sell to the Netherlands, our guide to communicating with Dutch companies.
What does Edda Creative do?
With our team in Amsterdam and Ankara, we prepare your message and materials before the fair and plan the follow-up: email copy, LinkedIn posts, a fair video and thank-you content. Meetings, proposals and client relationships stay with your team; we help your follow-up go out with the right message at the right time.
Planning your next fair? Email us at info@eddacreative.com with a short description of your project.
Follow-up is the last of three phases. For the full picture, read our practical guide to trade show marketing.
Frequently asked questions
When should I send a thank-you email after a trade show?
Within 48 hours. Include a personal detail from the conversation, the date of anything you promised and one clear next step.
How many times should I follow up?
There is no fixed number; what matters is adding new information or an answer each time. If the buyer says they are not interested, close politely.
How do I calculate trade show ROI?
(Gross profit from deals attributed to the fair − total fair cost) ÷ total fair cost. With long sales cycles, update it at 6 and 12 months.
What should I post on LinkedIn after the fair?
A few photos or a short video, something you learned and thanks to the people you met. Spread the posts over several weeks.
