Both before and after the Global Petroleum Show, companies seriously interested in you will likely visit your website. Knowing who is interested in your product and services (and especially when), is something that you can use to increase your trade show return on investment substantially.

Finding The Needles in the Haystack
Research on trade shows indicates that serious buyers will gravitate to doing their research online and arrive at your website both before and after the trade show. But trade shows like the Global Petroleum Show can have two huge wins for exhibitors; Opt-ins, and after show website visits.

Opt-Ins
By virtue of the fact they are going to the GPS show, anyone visiting your booth is qualified in so far as they are in the energy industry. When one of them asks to be scanned for more information they are doing what is the holy grail of marketing; they are “opting in”.

When someone asks for their badge to be scanned for more info, you can email nurture them while always leading off with “you are receiving this because you visited our booth”. Then use a new breed of software to notify you as to who keeps coming back to your website, or visited the right pages on your website; it will tell you who to call, who you stand the best chance of building a relationship with.

The Bigger They Are, The Less They Call
Every exhibitor at the GPS hopes for booth visits from big, sought after accounts. But the bigger the account the less likely they are to call you after a trade show for fear of salespeople chasing them months on end. Regardless, if these big accounts are interested in your company they will likely visit your website after the show to investigate your company further. Again, knowing who is visiting, who is interested in your company, who you should target over the weeks and months following the GPS show can be a significant competitive advantage.

Good luck at the Global Petroleum Show 2010!