Cheat Sheet: Exhibitor lead tracking

Helping exhibitors become more successful at following up on leads generated at your show will give your event greater value in their future marketing plans.

LEAD-TRACKING TRACK RECORD The good news:

•  90 percent of attendees say exhibitions are their primary source of information about products

•  57 percent will make a purchase decision in the next year

•  48 percent need to hear from an exhibitor only once before buying

The bad news:

•  80 percent of all show leads are handled improperly

•  49 percent of exhibitors do little or no preshow staff training

•  43 percent of buyers receive information after they’ve decided on another source

•  18 percent of booth leads never receive any follow-up

WHY DON’T EXHIBITORS FOLLOW UP?

• Incomplete or inaccurate screening

• Busy post-exhibition schedules

• No lead-tracking system in place

• Inadequate staffing

• Poor accountability

HOW YOU CAN HELP

•  Provide handheld, wireless lead-tracking devices

•  Offer standard yes/no and multiple-answer qualifying or survey questions

•  Allow exhibitors to customize questions

•  Provide easy data transfer to disk, personal digital assistant or Web site

•  Download information into labels, spreadsheets or other formats, including e-mail lists

•  Enable providers to offer e-mail and direct mail follow-up services

TIPS TO GIVE EXHIBITORS

Follow-up is a three-part process: before, during and after the show.

1. Do the advance work. • Be sure stand staffers understand their assignments and objectives. • Print brochures, catalogues, and other materials well in advance and stuff envelopes. • Create customizable cover letters to mail with materials. • Practice with any tech devices so you can work fluidly on the floor.

2. Be productive at the show. • Qualify leads. Use surveys and codes for hot, warm and cold. • Verify contact information and ask for the best time to phone. • Have team meetings to compare notes and prioritize leads. • Overnight or e-mail leads to a staffer who can initiate immediate follow-up mailings. • Take thank-you notes or postcards to send to best prospects while still on site.

3. Stay focused after the show. • Block your schedule for your first day back in the office and devote it to follow-up. • Assign a specific staffer or hire a temp to assist for a day. • Distribute follow-ups to regional/local sales, distributors or dealers. • Set timelines for repeat contacts. Track and be accountable for the deadlines.

 

 


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