The Marketing Minute: Marketing With Layers
The Right Approach: Electro-Tek—A Williams Family Legacy, Part 1
It’s Only Common Sense: If You’re Not Differentiated, You’re Dead
A Post-show Marketing Plan
February 28, 2023 | I-Connect007 Editorial TeamEstimated reading time: 3 minutes
After you’ve exhibited at a trade show, then the work really begins. Where do you begin? How do you best capitalize on the leads and other contacts you’ve made? We asked Kiki Shimomae, sales and marketing coordinator for Taiyo, to discuss her pre- and post-show plans for a show like IPC APEX EXPO, and the importance of staying visible on social media.
Q: Kiki, tell us about the goals and objectives you have for a show like IPC APEX EXPO.
A: It was my second time attending trade shows and my first time at IPC APEX EXPO, so I’m still trying to get to know the industry and the people, while figuring out what works best for Taiyo. But I did have a set of goals.
One of my personal goals as marketing coordinator was to utilize this show as a great opportunity to familiarize myself more with people and the industry, and to study how to stay innovative and advanced in this industry.
We planned to take full advantage of attending an in-person trade show where we can let people interact with our products (and our robot) and also introduce our new people to the industry.
And we wanted to share what is happening in Taiyo globally. We had some exciting news to share with you all.
Q: After the show, then what? What are your follow-up plans once a trade show is in the history books?
A: I plan to keep showing up digitally, being consistent, and being reachable in many different ways. It may sound simple, but I believe you shouldn’t forget about the basics to keep building and developing your brand identity. A trade show is fun and exciting, but it can be very overwhelming, with lots of information, people, and events. It’s hard for everyone to remember all the information they get from the show. Depending on the location of the trade show, my follow-up to-do list can vary.
Q: How do you take advantage of the leads you generated at the show?
A: The leads are a great resource that you can take full advantage of. Whether the contact is someone you’ve known for a while or a new customer, you never know the possibilities behind them. I will always follow up with them, but I try not to be boring. I try to be creative; I think this is the best way to grab a new customer’s attention and keep that customer with us.
Q: How much does social media play into your post-show plans?
A: Social media and the internet is the easiest way to get information nowadays. Especially after the show, I’m sure that social media can function not only as a way to communicate and stay in touch but also as a reminder tool that Taiyo is here for you to all the people who visited our booth.
Q: Some companies say, “The marketing doesn’t end when the trade show does.” Do you agree?
A: Yes, I agree with that statement 100%. Marketing can have a huge impact, both pre-show and post-show. Just as the sales team tries to maintain a good, strong relationship with their customers, good marketing takes time to accomplish.
Q: Do you have any advice you would like to share regarding trade show follow-up?
A: Whether your company is big or small, it’s always important to be visible and accessible digitally. Take 100% advantage of the power of the internet and social media. Social media is free, and has a lot to offer.
Q: Thank you, Kiki.
A: Thank you.
This conversation originally appeared in the February 2023 issue of PCB007 Magazine.
Share on:
Testimonial
"Our marketing partnership with I-Connect007 is already delivering. Just a day after our press release went live, we received a direct inquiry about our updated products!"
Rachael Temple - AlltematedSuggested Items
Knocking Down the Bone Pile: Revamp Your Components with BGA Reballing
10/14/2025 | Nash Bell -- Column: Knocking Down the Bone PileBall grid array (BGA) components evolved from pin grid array (PGA) devices, carrying over many of the same electrical benefits while introducing a more compact and efficient interconnect format. Instead of discrete leads, BGAs rely on solder balls on the underside of the package to connect to the PCB. In some advanced designs, solder balls are on both the PCB and the BGA package. In stacked configurations, such as package-on-package (PoP), these solder balls also interconnect multiple packages, enabling higher functionality in a smaller footprint.
New Course Presents a Comprehensive Guide to IPC Standards
10/10/2025 | Marcy LaRont, I-Connect007Francisco Fourcade, electronics technology standards manager for the Global Electronics Association, has spent years helping companies understand and implement the standards that keep the electronics manufacturing industry moving forward. In this interview, he shares updates on ongoing standards development efforts and previews a new course, "IPC Standards: A Guide for the Electronics Industry,” which starts Oct. 14.
North American EMS Industry Shipments Down 1.4% in August
10/02/2025 | Global Electronics AssociationThe Global Electronics Association announced the August 2025 findings from its North American Electronics Manufacturing Services (EMS) Statistical Program. The book-to-bill ratio stands at 1.26.
North American PCB Industry Sales Up 12.8% in August
10/02/2025 | Global Electronics AssociationThe Global Electronics Association announced the August 2025 findings from its North American Printed Circuit Board (PCB) Statistical Program. The book-to-bill ratio stands at 0.98.
Industry Leaders Shape a Sustainable Future at 2025 IPC CEMAC Electronics Manufacturing Annual Conference
09/30/2025 | Global Electronics AssociationThe 2025 IPC CEMAC Electronics Manufacturing Annual Conference, co-hosted by the Global Electronics Association and the Shanghai Pudong Association for Quality and Technology, successfully concluded on September 26 in Shanghai.