Marketing Mistake 62: Not Following Up On Trade Show Leads

Naked Marketing Podcast with Guest, Tom Pullen

Tom Pullen is an innovator, both in his own personal life and in his industry. The CEO of Innovinco works with large-scale businesses that want to innovate their processes and become much more efficient. Because “innovation” can be defined differently for each client, all of Tom’s strategies are customized, though most of Tom’s clients notice significant results within a year of working with him.

The concept is intriguing, but arguably not new. Tom explains that even before the pandemic, he felt that the business landscape was moving toward the online sphere. He created Innovinco to guide established entrepreneurs and business owners toward this change.

Tom explains that his biggest marketing mistake was failing to follow up after a networking event. He says that when he first started, he was confused why he would meet so many people during a trade show, only to have little to no repeat interactions. Even if his business relied mostly on word-of-mouth, Tom was stumped as to why he was not receiving any ROI on attending an event.

He says that once he learned how to follow up on new connections, he saw a dramatic improvement in potential clients wanting and willing to work with him.

Tom’s Top Suggestions On How To Avoid Makings Mistakes

  • Always follow up – You need to follow up on new connections. If you attend a networking event and hand out several business cards and/or meet new people, make sure that you have a way to follow up on the connection. A good tip would be to already ask for another meeting during the first interaction. This way, you continue making positive movement on new business relationships.
  • Don’t be afraid of change – The core aspect of innovation is change. Even if your business is stable, you should be aware of the latest trends in your specific industry. It is not necessary for you to make significant changes to your brand, but it’s a good idea to revise processes that are no longer working and are no longer aligned with your company values or what your target customer wants or needs.
  • Adapt, adapt, adapt – Similar to the previous point, you should be open to adaptation. It is a good business practice to regularly audit your brand to see which strategies are working. If you find that something is no longer aligned with your goals, it is perfectly okay for you to modify or completely eliminate it.

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About Your Host: Chala Dincoy

Chala Dincoy is the CEO and Founder of The Repositioning Expert (division of Coachtactics), www.repositioner.com. She’s a Marketing Strategist who helps B2B service providers reposition their marketing message to successfully sell to corporate clients.

In her former life, Chala was an award winning marketer at companies such as Pepsi, Pizza Hut, Frito Lay, Diageo, Playtex and BIC Inc for 18 years. Now she’s a successful entrepreneur, and the author of 4 books including Gentle Marketing: A Gentle Way to Attract Loads of Clients. Chala’s also an expert featured on major television networks such as ABC, NBC, CBS, Fox, as well as a frequent speaker at Nasdaq, Harvard Club of Boston and International Business Conferences.


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About Chala

Chala Dincoy is a Marketing Strategist who helps B2B service providers reposition their marketing message to successfully sell to corporate clients