Attendees of the Hearth, Patio & Barbecue Expo in Nashville line up for samples hot off the grill.
Nate Traylor Attendees of the Hearth, Patio & Barbecue Expo in Nashville line up for samples hot off the grill.

Because of its seasonality, the pool, spa and outdoor-living industry have a heavy tradeshow and conference schedule, typically beginning in the fall and lasting through spring.

It’s very likely you attended one or two. At these shows, you may have worked on new certifications and training programs to improve your expertise. You are expanding your knowledge base, meeting new suppliers, colleagues, customers and growing your business in the process. Well done!

Of course, after the show, you come home, check emails, look at the work piling up and go into catch-up mode, which often ends in business-as-usual mode. Welcome back to reality.

Obviously, you intended to invest in this show or event, and you expect to see a return on that investment. But life gets in the way.

We hear about it all the time.

Many new clients and prospects we meet at shows tell us about new goals and initiatives for the coming year. We exchange ideas, talk strategy, even begin to send information back and forth for the first couple of weeks back to the daily grind. Eventually, it becomes “I’m too busy. Call me in the fall.”

Unfortunately, that new program or improvement falls through the cracks or gets lost in virtual clutter.

Don’t let that happen.

Here’s how to maintain momentum after the shows wrap for the season.

1.) Use market studies

Many professional organizations and manufacturers commission consumer studies.

These are often published around the time of a major show and are the subject of educational sessions. The information is often illuminating, but it’s useless if you don’t do anything with it. Heck, you may even have a consumer study buried under a pile of collateral from last year’s show.

Use these reports to inform your marketing strategy. For example, if the latest research shows that more people are barbecuing in the off-season, consider a winter campaign focusing on grills and accessories — because you’re probably not selling swimming pools that time of year.

2.) Showcase new products or services

Maybe you discovered VR design technology or a cool new line of hot tubs and you’re excited about offering this service or product.

Let your customers know about it, but more importantly, let them know why you’re uniquely positioned to offer these services or products. Do you have a certification in design? Tell them how your expertise combined with this new technology will better serve them. Maybe you’re an exclusive dealer of that new hot tub brand in your area. Don’t neglect to mention that in your marketing.

Remember, customers and prospects who follow you on social media or who are in your regular marketing cycle have opted for your information. They have asked to receive it. Give it to them. A social media post, email blast or marketing campaign that highlights your new service or skill may trigger them to contact you.

3.) Trumpet certifications

You took your entire service crew to the show to get certified. That’s good, but do your customers know why that certification is important?

Brag about your staff! Send a press release to the local newspaper about your newly certified employees. Post profiles mentioning their credentials on your website. But when doing this, be sure to explain what this certification means and how it signifies a trained, educated professional.

4.) Implement new systems

At a trade show, you found a new customer relationship management software, a marketing vendor or online reputation specialist, and you’re convinced they’ll give your service or web presence the overhaul it needs. Do not delay.

Before you get swamped in routine tasks, put these professionals to work for your company. Do this before the season goes into full swing so that these experts and vendors can make it a better one.

Bottom line: The show does not end when you get home. Set aside the time to implement your new discoveries and market what you’ve learned.