Our friendly representatives will gladly answer any questions you have about your event marketing project.
You will need a badge scanner, or at a minimum, have a fill-in form to capture visitor information. If necessary prepare and customize this form before you depart for the show. A pre-show planning meeting is a good time to design this form. You will want to develop a routing and tracking process – either computerized, or at least, a ledger to track your leads. If available from show management, take advantage of the shows lead capture system. Collect business cards and make personalized notes on your personal data form. To capture sales you must capture good data that further qualifies the prospect to make sure the sales team gets the complete profile in order to make the most of their sales time pursuing “good” leads. Always execute a lead follow-up report that ensures deadlines are met. An office administrator would be helpful in maintaining this report.
Get leads to field sales or home office staff immediately. If possible, email them daily for sales people to start prepping follow-up literature and custom messaging to be delivered to prospects collected at the show. Make sure leads contain sufficient information, i.e., contact name, position, specific interest expressed by the prospect. Develop solutions to be delivered by your sales team.
As part of the follow-up process after the show, you or your office staff can follow up immediately via email to acknowledge prospects visit to your booth. Email can be personalized with a reference to the prospect’s in-booth comments. This would be the beginning of a line of communications between you and the prospect. If you plan to send product literature or a letter / sale sheet, do so immediately to keep your company fresh in the mind of the prospect. A follow-up phone call should be made within a week of your follow-up contact. This process should be documented along with assigned dates on your pre-show and post-show schedule.
Learn from your show experience. Do a self-analysis of your show performance and create a results report.
Note: Your ROI might not be immediate, which is why your leads must be followed up immediately and over a several months.
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