Posts Tagged ‘trade show leads’

Panning for Gold: Tradeshow Marketing

Posted on: August 14th, 2015 by admin No Comments

screen.shotFinding the best possible leads at a trade show is akin to prospecting for gold. You look around, ask a few open-ended questions, and hope you strike it rich. But that’s only the first part of the equation. After that, someone has to close the sale.

In business we talk about ‘closing the sale’ as the final, definitive action and it’s up to the sales team to accomplish. Unlike the normal sales process, at trade shows the ‘close’ is not necessarily getting someone to sign on the bottom line.  It is usually about collecting enough information on the prospect to warrant interest from sales.

The best place to find this information is by asking the sales team what, to them, defines a qualified lead, because only then will they follow up. This list of attributes, called lead qualifiers, determine the difference between a hot lead and a tire kicker. Even more important, we need to have a means of collecting and quantifying this data.

What are good qualifiers? My first question, or qualifier, is always some version of, “Can you write a check or issue the purchase order?” As a qualifier, this translates to job title and responsibilities. I also want to know if a budget has been allocated for my product and when the prospect plans to complete the purchase. Another key question is who else will be involved in the decision making process.

Asking these questions and collecting these details always precede a sales pitch of any kind because good prospects will usually tell you everything you need to know to customize your presentation in terms of their needs a wants. Now is the time to trap the name and contact information on the person.

Next, you want to provide information to the prospect that supports your presentation. This may include a video of a process, a case study, a letter of recommendation from a satisfied customer or a brochure of core competencies.

How you trap this data, distribute marketing collateral, and get it into your corporate CRM database (customer relationship management) is much easier today than ever before because technology makes it quick and painless. It also allows you to determine the value of your exhibit marketing by tracking trade show leads from the first touchpoint through to the sale.

A recent study on lead generation said over 60% of exhibitors have no formal lead scoring or ranking process. Without defining what constitutes an A lead versus a C lead, there’s no consistency for follow-up. Worse, a majority of exhibitors are still collecting business cards, using hand written lead forms, or getting a basic scanner from the show organizer.

Instead of printing (and shipping) collateral and renting a single scanner, a good lead management app that works on cell phones and tablets will be both more cost-efficient and give you better data afterwards. It means all your exhibit staffers can have a personal lead data collector, lets them qualify and rank each lead, distribute collateral, and define the type of follow-up required.

Today’s marketers need the best information possible to justify their exhibit programs. Technology provides the best solutions to accomplish this. And leads that convert to sales will win you gold.

Author: Margit Weisgal. CME, MSc    Twitter: @msmargit

Blue Stone Business Development

Margit has a real talent for envisioning goals, crafting the necessary plans, and nursing those plans to fruition. She’s is a passionate professional with the drive and determination to take on even the toughest challenges. And she always does it with keen insight and good humor. She is a tireless motivator and innovator and is constantly thinking through ways to make those around her better.


Generating Trade Show Leads With Exciting ‘Outside the Box’ Promotions

Posted on: June 12th, 2009 by admin No Comments

In order to generate trade show leads, you must first attract people to your exhibit. Don’t wait for the day of the event. At any given trade show, there will be dozens, even hundreds of trade show exhibits, clamoring for attendees’ attention. In order to attract trade show visitors, you need to think outside the box. Even if your booth staff is engaging and your displays are attractively designed and strategically placed, traffic may be scarce.

Having said that, if you plant the seed among your customers and prospects before the trade show, you can create excitement leading up to the event. Do it in a compelling way and you can help ensure your trade show exhibit is flooded with visitors. Today, I’ll describe two promotions you can use to increase your trade show booth traffic and generate a larger number of qualified leads.

Using A Scratch-Off Cards Promotion

You’re likely already sending mailers, newsletters, and other marketing materials to your in-house list. Several weeks before the trade show, send customizable scratch-off cards to everyone. Colorful and light, they ride along easily with your other marketing collateral and immediately grab the recipient’s attention. Plus, on the day of the event, have an employee give out the cards to each person who comes into the convention hall.

Don’t list the prizes on the scratch-off cards, though. Instead, use numbers or symbols as a code for the prizes. That way, your customers, prospects, and other attendees will be excited to visit your trade show booth to see what they’ve won. When they visit, they’ll approach your staff, who can begin qualifying them as leads.

Using A Treasure Chest Promotion

http://www.treasure-chest-promotion.comTreasure chest promotions work under the same principle. The purpose is to generate excitement about visiting your trade show exhibit. There are a few ways to do this. First, you should let your customers know about your treasure chest promotion weeks before the show. Mail out customized keys with a special invitation to visit your booth and for a chance to open the locked chest.

Second, create a page on your website that allows people who are not yet on your in-house list to request a key. Once they submit their request, add them to your prospect list and mail the key to them. Third, have one of your employees give out keys to attendees as they come through the exhibit hall’s doors. They won’t be able to resist trying to open the treasure chest.

This type of promotion is a fantastic way to introduce new people to your company. You control every aspect of the promotion. Choose the type of treasure chest, prizes, and the ratio of winners and losers. When people visit your booth to try their luck, your staff can engage them in conversation and qualify them as leads.

Lead generation is at the heart of successful trade show marketing. It begins with attracting booth traffic. With a creative and exciting promotion, you can draw that traffic to your exhibit.


About the author:

Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.


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