How to Use Video to Follow Up with Exhibition Leads
Most exhibitors follow up with the leads they’ve collected using nothing more than a standard email and, at best, a PDF brochure attached as an afterthought. A short, personalised video follow-up stands out immediately in a crowded inbox, and crucially, it reminds the lead of the specific conversation they had on your stand, something a generic templated email simply cannot replicate.
Why Video Follow-Ups Work Better Than Text Alone
A video reminds the lead of your brand’s energy, your product genuinely in action, and the specific details of the conversation they had with your team, in a way that plain text simply cannot achieve. Human memory responds far more strongly to visual and audio cues than to written words alone, which is exactly why a short video follow-up tends to significantly outperform a standard email in terms of both open rates and genuine engagement.
Types of Video Follow-Ups to Use
- A general highlight film sent to your full list of leads within a week of the show closing, giving every contact a polished summary of your presence
- A short, personalised clip referencing a specific product or conversation, reserved for your highest-value leads who warrant additional individual attention
- A testimonial compilation, reinforcing trust and credibility for leads who are still genuinely deciding between your business and a competitor
- A simple ‘thank you for visiting’ clip recorded by your team, adding a warm, personal touch to what would otherwise be a purely transactional follow-up message
Timing Your Follow-Up for Maximum Impact
Send your highlight film within three to five days of the show ending, while the memory of your conversation is still genuinely fresh in the lead’s mind. Waiting several weeks, which unfortunately happens far too often when content takes a long time to be delivered, significantly reduces the impact of any follow-up content, no matter how well produced it is.
Segmenting Your Follow-Up Approach by Lead Quality
Not every lead warrants the same level of personalisation. Your highest-value prospects, those with genuine buying authority and an urgent timeline, deserve a personalised clip referencing their specific conversation, while your broader list of leads can be effectively reached with a single well-produced general highlight film sent to everyone simultaneously.
Measuring Whether Your Video Follow-Up Is Working
Track open rates and click-through rates on emails containing video content compared to your standard text-only follow-ups, and if possible, ask your sales team directly whether prospects mention the video during subsequent conversations. This qualitative feedback is often just as valuable as the raw analytics.
Build This Into Your Exhibition Package
Ehre Productions delivers your finished highlight film within five working days specifically so it can be used for fast, genuinely effective lead follow-up, rather than arriving too late to make any real difference to your conversion rate.