Johnny Mathis may have said it best when he proclaimed, “It’s the most wonderful time of the year.” He was undoubtedly referring to the holiday season, which is also right around the corner, but for those of us fortunate enough to be employed in this great industry, it can only mean the Aftermarket Warehouse Distributors Association Business Conference and Automotive Aftermarket Products Expo Show. 

In just a few short weeks, inboxes and social feeds will be full of smiles and happy stories—all reminders of the business that was conducted and the fun that was had during this critical week in our industry calendar. 

But then what happens after that? As the industry slides into the holiday season and gets ready to kick off 2027, it’s important not to lose momentum. That said, those who will have the best 2027 will be those who find a way to take all of the success from Las Vegas and bring it into the product and marketing fold throughout the organization. So, what is the best way to do that?

Be Intentional in Your Efforts  

In the fictional marketing school class Trade Show Return on Investment: 101, many have learned that follow-up is one of the biggest factors in making the most out of any trade show or exhibition. However, if anyone were to attend Trade Show ROI: 601, a graduate-level class, it would go far deeper in helping them to realize that follow-up is the easy part; the difference is in how you follow up. 

Before rushing into simply copying and pasting leads or distributing information to regional or territory sales managers for their follow-up, designate one person as the “follow upper.” This person can be the head of sales, a sales administrator, or even an intern; there is no baseline level or ceiling that is too high for the individual named to fill this role. The role of the person—who can begin as soon as the first day after the show—is to prioritize contacts and assign accountability. A great first step is filing attendees into specific categories, with current customers likely being the most important, followed by high-potential prospects, with longer-term prospects moving down the priority list. If the lead gathering was done correctly (also learned in Trade Show ROI: 101), there will be notes on the specific needs of each lead; this information must be included as leads are delegated for follow-up. Also, if the organization uses a CRM tool, incorporate it into the process and create a campaign so all follow-up can be tracked in relation to the show.   

Following the long week spent shaking hands, giving hugs, and talking until your voice is hoarse, the need to take some time to recharge the batteries is understandable. The same is true for the attendees you intend to follow up with, so be mindful of this when you return home. Reaching out too soon can get lost in the post-show noise. On the other hand, you don’t want too much time to pass. Set a target for contacting your strongest prospects or existing customers by the end of the following week. Be sure to reference the actual conversation from the show in the communication. And if you agreed to provide something like a list, product data, or program notes, make good on your promise. Then wrap up by proposing a specific next step—a demonstration, a quote, a sample, or even a follow-up meeting.  

Leverage What You Learn  

And remember, there are other opportunities to help extend an exhibitor’s investment.  Many leverage the opportunity and the investment by creating unique and exclusive campaigns around an industry-leading show like AAPEX. From booth giveaways to product information and other promotional materials, companies often use one message, one look, or one idea to tie the entire experience together. Following the show, it is important to leverage these concepts moving forward. Exhibit materials can easily become ongoing marketing materials, demonstrations can get repurposed, product launches can be revisited, and common booth questions should be turned into short videos or social media posts to be consumed by your customers beyond just the show. Many booth conversations focus on problems; this is an opportunity to build content around the problems discussed during the show. 

One last and often overlooked way to maximize an investment in shows and events is to use the lessons learned to make future opportunities even better. Whether it’s refining scheduling practices, evaluating reception or workshop attendance, exploring sponsorship opportunities, or finding new ways to create a more dynamic exhibit and capture attendees’ attention, each show offers lessons that can help improve future participation. 

Often, the smallest items, random oversights, or layout limitations can turn into key differentiators that an exhibiting company can use down the road to stand out from peers or competitors. Many companies use similar approaches to prepare for, execute, and follow up after AAPEX. The opportunity lies in identifying what works best for your organization and finding ways to make your approach stand out. This is the best opportunity to stand out and distinguish your organization from those you compete with.  

After a week of standing in the booth, meeting with customers, attending receptions and three-hour dinners, and logging enough miles on foot to rival the upcoming Las Vegas Formula 1 race, every opportunity counts. Time, resources, blood, sweat, and tears go into a massive trade show like AAPEX; by doing just a little more in the weeks following your time in Las Vegas, exhibitors will find it much easier to quantify the trickiest of marketing measurements known as ROI.