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TRADE SHOW HANDLING PROCESS

AMT VA22.00  -

 

22.00 AMT TRADE SHOW HANDLING PROCESS

 

Objective: To establish a clear and organized process for handling trade shows, exhibitor coordination, lead generation, and post-event follow-ups to maximize business opportunities and maintain professional communication.

 

22.01  PRE-TRADE SHOW PLANNING

 

A.  IDENTIFY PRIORITY EXHIBITORS

 

Marketing will review the exhibitor list and classify companies based on:

  • Industry relevance

  • Automation potential

  • Existing relationship

  • Decision-making capacity

  • Project potential

Priority companies should be listed before the event.

B.  INITIAL CONTACT PROCEDURE 

 

(STEP 1) Email First - Marketing will send an introductory email to priority exhibitors before the event. Purpose of email:

  • Introduce AMT

  • Express interest in visiting their booth

  • Briefly mention AMT capabilities

  • Request a short meeting during the trade show

Email communication should remain professional, short, and direct.

 

(STEP 2) Follow-up Call or Message - If there is no response after the email:

  • Follow up through phone call, LinkedIn, WhatsApp, or Facebook Messenger depending on available contact information.

  • The objective is only to confirm receipt of the email and request a meeting schedule.

Calls should not immediately become technical discussions.

 

(STEP 3) Appointment Confirmation - Once confirmed:

  • Marketing will finalize the meeting schedule

  • Meeting details will be shared internally with attending AMT personnel

  • Relevant background information about the exhibitor should be prepared before the visit

 

22.02 TRADE SHOW PROPER

  1. Booth Visit Protocol

During exhibitor visits:

  • Marketing will lead the introduction and business discussion

  • Project Management and Engineering may support when technical discussions arise

  • Only one person should lead the conversation to maintain clear communication

The objective is:

  • Build relationship

  • Understand operational challenges

  • Identify automation opportunities

  • Secure follow-up discussions after the event

 

  1. Lead Documentation - Immediately after each booth visit:

  • Marketing must document:

    • Contact person

    • Position

    • Company

    • Discussion summary

    • Potential project

    • Next action step

Leads should immediately be tagged as:

  • Hot

  • Warm

  • Cold

 

22.03 POST TRADE SHOW FOLLOW-UP

A. Initial Follow-Up

Marketing will send thank-you emails within 24–72 hours after the trade show.

The follow-up should:

  • Thank the exhibitor for their time

  • Recap the discussion briefly

  • Reintroduce AMT capabilities

  • Open communication for future discussions

 

B. Lead Endorsement Process

Hot Leads

  • Immediate follow-up

  • Endorse to Business Development once responsive

  • Coordinate with PM and Engineering as needed

Warm Leads

  • Continue relationship building

  • Schedule future discussions

  • Monitor potential projects

Cold Leads

  • Maintain in database

  • Include in future marketing activities and updates

 

22.04 COMMUNICATION PROTOCOL

 

To maintain professionalism and proper coordination:

  • Marketing remains the official owner of trade show leads

  • Initial communication must remain centralized through Marketing

  • Departments will be included based on the stage and requirement of the lead

  • Technical discussions should only involve Engineering once required

This prevents:

  • Duplicate communication

  • Conflicting information

  • Client confusion

  • Disorganized follow-ups




22.05 INTERNAL POST-EVENT REVIEW

 

After every trade show, AMT should conduct an internal review covering:

  • Total leads gathered

  • Hot/Warm/Cold lead count

  • Potential projects identified

  • Follow-up status

  • Lessons learned

  • Improvements for future events



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