Exhibitor Education + a Lead Management Plan = Success!
Capturing Leads
Your booth space is reserved. It’s in a great location on the show floor and has the potential for maximum exposure and foot traffic. Now is the time to create your lead management plan to drive traffic to your booth.
A solid plan for your next event starts well before the first badge is scanned in your booth. Capturing the lead is only 10% of the equation. By taking advantage of educational and marketing opportunities, you are ensuring a successful event.
The business-to-business exhibition is the marketing channel of choice among brand marketers who include this channel in their marketing mix and captures over 40 percent of the companies’ total marketing dollars. (Source: CEIR Report: The Marketing Spend Decision)
1. Set Lead Goals
· Determine your targeted number of booth visitors and define your objectives. Are you going for a large and varied number of leads or a targeted type of lead?
· Determine who your “hot” prospects are and communicate to your booth staff an action plan around how to handle them when they visit your booth.
· Calculate your event ROI—make sure to revisit your calculations after the event to assist with planning your next exhibit goals.
· Challenge your sales reps to a sales competition to see who can capture the most sales leads or who can best qualify the most attendees through answering sales qualifiers, survey questions and entering notes.
– See more at: TSNN
