14-16 April 2026
12th International Food & Drink,
Food Processing and Packaging Exhibition
EXPO XXI Warszawa, 12/14 I. Prądzyńskiego Street
14-16 April 2026
12th International Food & Drink, Food Processing and Packaging Exhibition
EXPO XXI Warszawa, 12/14 I. Prądzyńskiego Street
Participating in a trade fair is an excellent opportunity to establish business relationships and present your offer to potential clients. However, the real work begins only after the event. An effective sales follow-up allows you to turn one-time conversations into long-term collaborations and tangible profits. Find out what to do after the trade fair to make the most of the contacts you’ve gained and not miss a single sales opportunity.
Participating in industry trade fairs is one of the most effective tools for acquiring business contacts – both in B2B and B2C sales. However, simply collecting business cards or having conversations at the booth is not enough to achieve the desired outcome. What happens after the event is of crucial importance – namely, a properly planned follow-up.
A lack of follow-up actions means the potential of the contacts gathered during the trade fair goes untapped. Conversations that seemed promising at the time, without reminders and continuation, quickly fade into the background – for both the client and the company representative. Amid daily responsibilities, it’s easy to forget a conversation from just a few days ago, and a missed follow-up is simply a lost sales opportunity.
A well-planned follow-up serves several important functions. First, it reinforces the company’s image in the client’s memory and reminds them of the offer. Second, it provides the opportunity to continue the conversation in more comfortable conditions, with time to reflect and tailor the proposal. Third, it builds a relationship based on engagement and professionalism, which in many cases directly leads to the finalization of a transaction.
A sales follow-up should not be treated as a one-time obligation, but as a component of a long-term customer contact strategy. The faster and more precisely we respond to the recipient’s needs after the event, the greater the chance that the conversation will result in an ongoing collaboration.
Right after the trade fair ends, it’s best not to postpone organizing your contacts “for later.” It’s worth taking advantage of the moment when the conversations are still fresh and names haven’t started to blur together. The foundation is gathering everything you managed to collect: business cards, leaflets, notes, and information entered into your CRM system (if you use one). Even short notes written on the back of a business card may prove very useful later on.
The next step is digitization. Many mobile apps allow quick scanning of business cards and adding contacts without the need for manual entry. If you’re working with a CRM system – immediately enter the basic data and attach your notes. You can also create a simple database in a spreadsheet. The most important thing is that the information is easy to find and complete. For each contact, it’s a good idea to include their position, company, topic of the conversation, and any agreements regarding further contact.
Once you have your database, it’s worth sorting it. Not every person you spoke with was a potential client – some were partners, media representatives, suppliers, or individuals who simply wanted to “have a look around”. Dividing them into basic groups such as clients, business partners, media representatives, investors, etc., allows for better planning of next steps and selecting the appropriate communication tone.
It’s also a good practice to mark contacts by their level of engagement – for example, individuals who actively inquired about the offer should be treated as a priority. You can also use a simple scale (e.g., “hot,” “warm,” “cold contact”) that later makes managing the database and planning follow-ups easier. Such categorization helps not only in communication itself but also in measuring the effectiveness of your trade fair participation. This way, you know which contacts are worth developing first.
The simplest and one of the most effective forms of contact after a trade fair is an e-mail message. But not a “mass e-mail” sent with a single click. It should be personalized, thoughtful, and specific. One where the recipient feels that you truly remember the conversation and care about continuing the relationship.
In the message, it’s worth reminding the recipient where and on what occasion you met. You can refer to the topic of the conversation, mentioned needs, or inquiries. The point is to make the other person feel that this isn’t just another automated email, but a continuation of a real meeting. An example?
Good morning Mr. John,
Thank you for the conversation during the WorldFood Poland trade fair in Warsaw. You mentioned plans to launch a new product – we have raw materials that might interest you. Could we schedule a short online meeting next week?Best regards,
Adam Smith
There’s no need to write a three-page message. What matters is a clear topic and a proposal for the next step.
There are situations where a phone call works better than an e-mail. For example, when the conversation at the trade fair was concrete and ended with a promise to send an offer. Or when the person showed clear interest and said it would be “worth getting in touch after the event”.
A phone call is also effective when you want to quickly set a meeting date or answer questions that came up earlier. In such cases, it’s a good idea to have a brief conversation outline – not a rigid script, but a plan that makes things easier.
Good morning, this is Adam Smith from Company X. We spoke last week at the trade fair in Warsaw—you mentioned that you’re considering switching product suppliers. I’m calling to ask if the topic is still relevant and whether we could schedule a short presentation of our solutions?
This approach is direct but not pushy. It shows that you’re prepared and remember the conversation.
Besides email and phone, it’s worth using social media – especially LinkedIn. It’s a natural place for building business relationships after an event. Sending an invitation with a short message, such as “Thank you for the conversation at the trade fair—it would be great to stay in touch,” doesn’t take much time and can be a good starting point for further communication.
LinkedIn is also a great tool for regularly reminding contacts of your presence – by publishing industry articles, commenting on posts, or sharing company updates, you can stay on your contacts’ radar without aggressive selling.
For more extensive communication – e.g., follow-ups to a larger group – you might also consider other forms, such as messages in industry-specific apps or even remarketing campaigns. What’s important is that your actions are tailored to the specific contact and based on the context of your conversation.
A follow-up doesn’t end with one message or phone call. If we truly care about maintaining the contact, we need to plan the next steps. A regular calendar or a simple reminder automation system can help. This way, there’s no need to remember everything. The system will prompt you when it’s worth reaching out again, sending materials, or asking whether the topic is still relevant.
On the other hand, there’s something in marketing known as lead nurturing. It may sound foreign, but it simply means maintaining a relationship with someone who isn’t ready to buy just yet. Sometimes it’s enough to send an interesting article, a case study, or an invitation to an online event. No pressure, no aggressive selling. The point is to show the client that you remember them and are gradually building trust.
A good practice after a trade fair is to prepare something “extra” for participants. This could be a discount on a purchase, free implementation, trial access to a platform, or a complimentary consultation. This type of gesture not only increases the chance of a response but also gives the impression that the trade fair contact was truly valuable.
Equally, effective are invitations to online meetings – whether individual or group sessions. Short webinars, product presentations, or Q&A sessions show that you have something specific to offer, and not just that you “wanted to check in.” Such actions are a natural continuation of conversations started at the trade fair and may be the final step before an actual purchase decision.
A well-planned follow-up is a process – thoughtful, systematic, yet flexible. Because each contact may have its own pace and different needs. The important thing is not to treat it as a formality, but as part of a long-term relationship that over time can lead to something more than just a single transaction.
A post-trade fair follow-up is incredibly important, but it’s easy to make a few mistakes that can completely undermine all your previous efforts. One of the most common is contacting too late. If a week or two passes after the event and you’re only just starting to write your first e-mail – it may already be too late. The person you spoke with might not only fail to remember you, but has most likely already moved on to other matters. It’s best to reach out within 48 hours after the event – while you’re still “fresh” in their memory.
The second mistake is lack of personalization. Mass-sent templates may save time, but they leave a poor impression. If someone spent a few minutes at your booth, gave you their attention, and asked questions – they deserve a follow-up that refers back to that conversation. One sentence is enough to show that the message wasn’t just copy-pasted.
Another issue that sometimes arises in follow-ups is overly aggressive sales pressure. Offers in the first message, a trial order “on the spot,” or pushing for a decision – this doesn’t always work. Sometimes it’s better to start with a conversation, a proposal for a short meeting, sharing some materials, or an invitation to a webinar. Pushing too fast can make the person back out.
The final mistake is simply forgetting about further contact. Because someone didn’t reply, didn’t pick up the phone – “they’re probably not interested”. And yet sometimes it just takes a reminder a week later. Or reaching out a month later with something new. Follow-up is a process – it doesn’t end with one e-mail. Good business relationships are built gradually. And it’s worth remembering that.
A post-trade fair follow-up isn’t a “nice to have” at the bottom of your to-do list. It’s a must. Without it, even the best booth, presentation, or conversation loses its value. Because if you don’t follow up after the event, don’t take any steps toward further contact, the potential client will quickly move on to something else.
A well-planned follow-up starts with quick contact – ideally within two days of the trade fair. But it’s also more than that: personalized messages, a clear proposal, an invitation to talk. Then it’s worth coming back to the topic – a week later, two weeks later, maybe even a month – with another message, a meeting invitation, or simply a “how are you doing?” note.
It’s a good idea to create your own simple follow-up strategy. It doesn’t have to be complicated. It could be a spreadsheet, a sending schedule, or a set of ready-made templates that you adapt depending on the situation. The most important thing is not to act randomly and not to leave contacts unattended. Because relationships (even business ones) don’t grow on their own – they need to be nurtured.