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The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 1
© 2015 Bartizan Connects • 217 Riverdale Ave. • Y...
Intro ____________________________________________________________________________Page 3
Set Goals________________________...
Intro
Lead capture is likely one of your company’s main objectives when
exhibiting at a trade show.
Despite this, some org...
emphasis on in-person content as well as digital outreach.
Set Goals
Going into a show you
must have written
goals. Showin...
Customize goals to the event
The size of a trade show can
determine how long you have
with each attendee. Smaller
events o...
Instead, use this time to take the discussion deeper, guiding the
potential customer further along the sales path to reduc...
of time, but many aren't aware that technology, specifcally social
media, can be used to interact with customers and can b...
territory for lead generation and there are studies to back up the
trend. Marketo, a popular brand marketing frm, released...
easily exhausted social marketing tricks.
Twitter and Linkedin
In considering lead-follow up or pre-show research, you can...
events.
• You can use Twitter to fnd the companies that you would like to
start working with. Chances are they are on Twit...
• Retweet, @replies are very powerful. Like a session speaker?
Tweet a quote out wit the event hashtag and the speakers
us...
as connections.
Making use of social networking should be at the top of any exhibitor's
event checklist – it can foster in...
Turn Your Trade Show Booth into a Lead Magnet
Why is it then that some trade show exhibitors are so subtle in
their signag...
much glitz can make a company look insecure in their own product,
whether this is the case or not. Save the fancy techniqu...
booths. Companies have had success using items like widescreen TVs,
light boxes and custom table cloths in their displays,...
Trade shows can be excellent lead generation opportunities, so it
could be helpful for managers to invest part of their bu...
Help Your Trade Show Staff Bring Their A-Game
"A well trained staff is the most important part of your trade show
experien...
answering questions about
your company's offerings, and
employees who aren't up to
speed might cost you a sale –
or, even ...
know what they're talking about, and they'll feel respected when
you take them seriously.
• Get to know them: their person...
Don’t Tether Staff to Your Booth
Although deserting a booth altogether and leaving it entirely
unmanned is far from best p...
show floor could lead.
Expediting the Lead Capture Process with Badge Scanner
Technology
The ability to follow-up on trade...
your company.
Why are business cards not enough?
Not every exhibitor realizes that the information contained in encoded
fo...
As an exhibitor, you have a lot of openings to fnd out essential
information about potential leads. These insights can hel...
The right lead retrieval software can input information collected from
badge scanners directly into the right CRM for foll...
attendees waiting too long, they will leave, causing you to miss what
could have been a great opportunity. This makes it v...
know someone who does. Even a visitor from a competitor does not
have to be unwelcome. He may be an excellent source of in...
When will a decision be made on the product/service that you are
offering? The answer plays a large part in how you priori...
novel branded gifts, these may attract a lot of attention – but solid lead
generation requires more than just event attend...
Seven Booth Traffic Builders to Try
At large trade shows,
hundreds of frms could
be competing to draw
attendees’ attention...
blogs, Twitter page and LinkedIn groups.
3. Offer Exclusive, Time-Sensitive Deals. Everyone loves a good deal,
and the peo...
Prior to your event send out an email that leads to a landing page with
available appointment times. Offer an incentive to...
How to Follow-Up
When following up on a lead, focus on this question: What can I offer this
prospect that will add value t...
him” phase. Offer this prospect a clear conversion path: an quick
product overview to remind them what you sell, then a ca...
If you get a chance, check out our tradeshow resources page that will suggest
ideas on how to be more successful as a even...
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The Ultimate Guide to Tradeshow Lead Generation

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Lead capture is likely one of your company’s main objectives when exhibiting at a trade show. Despite this, some organizations – particularly first-time exhibitors and
small and medium-sized enterprises – fail to optimize their lead generation processes. These firms may lose out on opportunities to make sales as a result.

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The Ultimate Guide to Tradeshow Lead Generation

  1. 1. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 1 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  2. 2. Intro ____________________________________________________________________________Page 3 Set Goals________________________________________________________________________Page 4 Using Social Media as a Lead Generation Tool___________________________________Page 6 Turn Your Trade Show Booth into a Lead Magnet________________________________Page 13 Help Your Trade Show Staff Bring Their A-Game________________________________Page 17 Expediting the Lead Capture Process with Badge Scanner Technology_________Page 20 What Good Are Leads You Can’t Read?_________________________________________Page 22 How to Tell a Good Lead From a Bad One _____________________________________Page 24 Seven Booth Traffic Builders to Try____________________________________________Page 29 A Lead is a Start…Don’t Blow it, ok? ____________________________________________Page 31 How to Follow-Up _____________________________________________________________Page 31 Conclusion_____________________________________________________________________Page 33 Share the Ultimate Guide to Tradeshow Lead Generation Now! The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 2 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  3. 3. Intro Lead capture is likely one of your company’s main objectives when exhibiting at a trade show. Despite this, some organizations – particularly frst-time exhibitors and small and medium-sized enterprises – fail to optimize their lead generation processes. These frms may lose out on opportunities to make sales as a result. Some exhibitors get so caught up in the bells and whistles of their latest elaborate trade show booth idea that they lose sight of what's really important when heading to an exhibition – lead generation, and fnding the select attendees from thousands that the product or service is best suited to. When it comes to locating and following up with these specifc potential customers, a company doesn't need an infnite budget, but a focused, creative generation plan that puts The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 3 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  4. 4. emphasis on in-person content as well as digital outreach. Set Goals Going into a show you must have written goals. Showing the flag is not a goal. (“We’ve got to be there: all our competitors will be attending, and people will think something is wrong if we don’t show up.”) Acquiring new customers is. Regaining lost customers is a good goal. Retaining current customers is as well. We can apply quantifable measures to each of these goals, such as sales revenues from new sources over “x” number of months after the show. Simply showing up is not going to assure that you will meet your goals. Yes, you have to do a good job at the show. But few tradeshow attendees place orders on the spot. Most make their buying decisions in the days, weeks and months following a tradeshow. Do you want to leave your prospects buying decisions to chance? Effective follow-up is required if you are going to meet ambitious goals. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 4 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  5. 5. Customize goals to the event The size of a trade show can determine how long you have with each attendee. Smaller events often provide more time to ask questions, but this doesn't mean that you can afford to make small talk. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 5 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  6. 6. Instead, use this time to take the discussion deeper, guiding the potential customer further along the sales path to reduce time to close. Using Social Media as a Lead Generation Tool “We are leaving the industrial economy and entering the connection economy.” – Seth Godin Thinking ahead of the curve when using social media can be the exhibitor's key to leading the herd at a trade show – don't be the one who says it can't generate leads, be the one to make it happen! For many companies, immensely popular networks like Facebook, Twitter and Instagram are integral marketing tools used primarily to interact with existing customers and offer updates on the latest promotions and product developments. However, these networks can be harnessed as a powerful way to generate potential leads, as well. Like anything in the era of instant gratifcation we live in, social media has an effect on how business is done in the office and out and has begun to rear its head more and more in the trade show sector. Lead generation has been the primary goal of exhibitors since the beginning The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 6 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  7. 7. of time, but many aren't aware that technology, specifcally social media, can be used to interact with customers and can be a frst stop for interested attendees to follow up on a product. Of course, this valuable use of social technology has best practices of its own. It is important that your company has an established company page on Facebook before heading to the trade show, instead of operating from a personal account – this unlocks complimentary marketing information that could inform decisions made down the line. Using Facebook Insights, marketers have access to rich data that will tell them things like: who is in their community, when they are most active, and what types of content they like. Social Media Examiner, a popular industry blog, reported that many businesses consider social media more of a "brand awareness vehicle" not a tool to generate leads, but this mindset could end up allowing more forward-thinking brands to snap up customers. It's true that brand awareness is the core of popular cloud-based services like Facebook, Twitter, Instagram and others, but there are simple and creative ways businesses can use these tools for lead generation and capture during a trade show. How to Capitalize on the Trend Contrary to popular belief, social media is a useful, largely uncharted The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 7 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  8. 8. territory for lead generation and there are studies to back up the trend. Marketo, a popular brand marketing frm, released an article with ample evidence to this point. "Social marketing is shifting away from company-to-buyer marketing, and toward peer-to-peer influence marketing," the report asserted. This statement was supported by market research reflecting a relatively small pull for consumers in trusting the brand posts on their social media feed. However, 70 percent of responders asserted that they value word of mouth marketing from their friends and family more than any other form of endorsement. Today, 'word of mouth' is very often digital – a simple tweet from a real-life customer recommending a product can go a lot further than your standard marketing copy. Another great way to use social media as a lead generation tool is for trade show exhibitors to digitally interact with prospects directly. Social Media Examiner recommended searching Twitter hashtags relevant to your brand in order to track down potential users who made not be aware your service exists. "Whichever route you choose, join in on relevant chats that potential customers would be participating in to make sure you gain visibility with the right people," the report asserted. Another method is to have your brand engage in its own social media chat to bring in new customers using a hashtag instead of the old, The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 8 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  9. 9. easily exhausted social marketing tricks. Twitter and Linkedin In considering lead-follow up or pre-show research, you can learn a lot about a company from its Twitter page. If you use Linkedin and Twitter your cold calls don't have to feel like cold calls because you know something about them and can possibly relate on a human level. Like so many other spaces in the business world, today’s trade shows are fueled by social media conversations and the buzz they create. Here’s a look at how you can leverage the power of social across two important but very different channels: Twitter Tips • Create a profle so prospects can fnd you. It is expected that you will have an active account. • Use the event hashtag (#ExpoExpo) for Twitter to expand your audience before, during and after the event. Use them every time you tweet to help people fnd you. Don’t forget your post- show thank you’s. • Search and follow customers and prospects. • Gain insights prior to the call, check out a prospect’s Twitter profle for info about the organization, it's staff and upcoming The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 9 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  10. 10. events. • You can use Twitter to fnd the companies that you would like to start working with. Chances are they are on Twitter as a company or maybe some of the employees are active too. • Build relationships with Influencers, follow them on Twitter. Reply to and retweet their most interesting and relevant content. (ex: Corbin Ball, TSNN, PCMA) • Make sure to use their username in tweets when you reply, Sample Tweet: @lewhoff So nice talking with you today about iLeads, we have a demo today, wanna join? http://bit.ly/12wOLOv • Make it easy for your tweets to be re-tweeted. Keep them short enough so your followers can add hashtags and short comments. Keep your links short, too, for that reason. With only 140 characters, each space is valuable. • Use a free URL shortener like Bitly or TinyURL to make a short and memorable URL from a long URL. Short URL’s are easily shared, tweeted, or emailed to friends. Also these free tools track and analyze your links. Visit: www.bit.ly or www.tinyurl.com • Tweet frequently, people look at recent tweets to decide whether or not to follow you. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 10 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  11. 11. • Retweet, @replies are very powerful. Like a session speaker? Tweet a quote out wit the event hashtag and the speakers username. • Link to videos and pictures – think variety. • This platform can be a powerful follow-up tool. Strike while the iron’s hot – whenever you meet a good prospect at an event always follow up quickly with a connection request while you are still fresh in their mind. • Before calling a customer or prospect open Linkedin and view their profle. The prospect could be a neighbor, have attended the same school, have the same hobby, etc. • Be open with the people when you call about having looked at their LinkedIn profles. It helps break the ice. Plus it shows you’ve gone to more trouble than 90% of the other salespeople who call them every day. “I noticed on your Linkedin profle that we grew up in the same town!” • There is a section that says “People Who Have Viewed Your profle” The fact that someone looked at your profle is a good excuse to reach out with a connection request. • Take a look at your top-20 customers' LinkedIn profles, add them The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 11 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com Linkedin Tips
  12. 12. as connections. Making use of social networking should be at the top of any exhibitor's event checklist – it can foster interest around your product or service long before you arrive at the venue. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 12 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  13. 13. Turn Your Trade Show Booth into a Lead Magnet Why is it then that some trade show exhibitors are so subtle in their signage that attendees, if they stop at all, ask, “What is it that you do?” If your booth graphics don’t make it crystal clear what it is that your company offers, you you’ll be fortunate to get even one person to stop by. People say not to judge a book by its cover, but chances are the most visually appealing booth will be the one that gets the lion's share of the traffic. While it's true that it can be exciting for trade show attendees to marvel at a booth that's covered in video displays or swimming in glitter, this fnancially risky move can lose its luster pretty quickly. Too The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 13 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  14. 14. much glitz can make a company look insecure in their own product, whether this is the case or not. Save the fancy techniques for later – at its core, the exhibition is a place of business. As trade show regulars have probably noticed, booths with simple but attractive displays tend to draw the most visitors. A display can often shape an attendee's frst impression of a frm, so it is crucial for trade show managers to make their booths both visually appealing and relevant to the company's products or services. What companies need to know about trade show displays While trade show managers may not be creating displays themselves, they should still know what makes booth designs more aesthetically appealing to audiences. This will give exhibitors a better idea of what to look out for when selecting services from a professional design company. Pop-up displays can be a great trade show booth idea, as they may be easily transported and highly customized. Since they are often popular items at trade events, it is important for pop-up displays to be designed in a way that makes them stand out. This can be achieved through the use of specifc features that let attendees know what a company does and what sets it apart from its competitors. If displays fail to highlight a frm's unique features, booths may not seem as interesting to attendees. Trade show managers should also consider adding accessories to their The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 14 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  15. 15. booths. Companies have had success using items like widescreen TVs, light boxes and custom table cloths in their displays, but if employees think of innovative features that no other booths use, they can greatly improve their chances of driving traffic to their exhibit. Provide an up-close-and-personal experience Do you remember your last visit to an aquarium? The touch pool was probably one of the most popular exhibits. People love to get up close and personal with things on display, and this is true of everything from starfsh to the product you're touting at a trade show. At the end of the day, although brightly colored displays might catch attendees' eyes, there's nothing quite like being able to see and feel a product for yourself. The blueprint for an effective display There is no formula for creating the perfect display, but it helps for businesses to keep in mind that variety is often an integral aspect of effective booths. Successful exhibits often use a combination of pop- up displays, accessories and banner stands to drive attendee traffic and improve lead retrieval results. When communicating with booth designers to create a display blueprint, trade show managers should remember that audiences are drawn to booths that clearly indicate the type of products or services a frm provides. Additionally, the display should persuade attendees that they need to visit that booth instead of competitors' exhibits. Consult the experts The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 15 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  16. 16. Trade shows can be excellent lead generation opportunities, so it could be helpful for managers to invest part of their budget toward the design of an eye-catching exhibit. Hiring a professional booth designer rather than an ad agency can help businesses to better ensure that their displays will grab visitors' attention. If you have previous construction experience or an eye for design, planning and building your booth might be a task you relish, but if your strengths lie elsewhere, it's probably time to bring in the professionals. This isn't an area in which you can afford to be cheap. Remember that if you approach an exhibit design company and hire a top-dollar expert to work his or her magic, the expense – though daunting – will more than likely pay for itself in the form of lead generation from the dozens of event attendees flocking to your booth. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 16 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  17. 17. Help Your Trade Show Staff Bring Their A-Game "A well trained staff is the most important part of your trade show experience." Malcom Gilvar, as quoted by Inc. You could come up with the best trade show booth idea in the world, but if the people manning your exhibit are rude or uninformed, chances are it will stick in attendees' minds for the wrong reasons. This could have a negative effect on your reputation and the way prospects perceive your brand, so giving booth staff the training they need prior to a trade show is critical. Before letting your employees man a booth, you should make sure they're well-versed in information about the products and services you'll be promoting. Part of the lead generation process involves The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 17 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  18. 18. answering questions about your company's offerings, and employees who aren't up to speed might cost you a sale – or, even worse, a long-term, proftable relationship with a customer. You should also take this opportunity to ensure your workers have a solid grasp of customer service skills and know how to behave on the trade show floor. For instance, if they stand at the back of the booth chatting with their co- workers, this might dissuade attendees from coming up to the exhibit with questions. To make themselves seem as approachable as possible, staff members should position themselves toward the front of the booth and be ready to engage prospects at any time. Emphasizing the importance of such behavior ahead of the trade show will likely have a positive impact on lead capture. • Don't skimp on numbers. Be realistic about how many people you'll need to staff your booth at any one time, and don't forget to factor in shifts and breaks. • These employees are on the front lines, so when they come to you with insights and ideas, listen to them. Chances are they The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 18 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com Booth staff should be trained with talking points and sales messages and be informed of objectives. For example: to introduce a new product or get new orders for existing products. Booth staff should be able to demo your product – effortlessly.
  19. 19. know what they're talking about, and they'll feel respected when you take them seriously. • Get to know them: their personalities, interests and the way they behave when they're getting tired. This type of personal knowledge will help when it comes time to decide whom to send on break and who to assign to which trade show in the frst place. • Even the best workers get burned out and need some downtime. If the same people have been on the trade show rotation for months, consider switching them out with other staff members to give them some time off. When you reassign them down the line, they'll probably come back better than ever! • Make sure your employees know what they're signing up for (or what they've been signed up for, if you appointed them rather than letting them volunteer). They shouldn't go into an event having any misconceptions about what's required of them – ensure they don't expect to sit at the back of the booth chatting with their colleagues when there's important lead capture work to be done. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 19 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  20. 20. Don’t Tether Staff to Your Booth Although deserting a booth altogether and leaving it entirely unmanned is far from best practice, that doesn't mean staff members shouldn't be encouraged to wander around the exhibition hall from time to time, provided there's someone else covering the booth. Authorizing your workers to check out the rest of the event delivers the following advantages: 1. Staff members can enjoy a change of scene and get a chance to stretch their legs. When they return to your booth rejuvenated, they'll be raring to engage in lead capture and draw in attendees with friendly and sincere smiles. 2. Employees can check out the competition in action and get a frst-hand look at how your rivals are engaging prospects. 3. In addition to keeping an eye on direct competition, personnel can also get a feel for how other exhibitors are attracting attendees and maybe even pick up a good trade show booth idea or two for next time. Don't make your staff think they're restricted to observing, though. If the opportunities present themselves, they should feel empowered to walk up to prospects and strike up conversations, telling them about your booth and perhaps even handing them some promotional collateral. You never know where a chance encounter on the trade The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 20 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  21. 21. show floor could lead. Expediting the Lead Capture Process with Badge Scanner Technology The ability to follow-up on tradeshow leads is dictated by the manner in which the leads are collected. If your “system” is to ask for a business card on the back of which you make a few notations, you will have a lot of key entry to do and you will have to work on assumptions for which there may be no foundation. What assumptions? You will not have the demographic information that is typically encoded on a tradeshow attendee’s badge. You will have to ask for or do without key qualifers, such as: 1. Type of business 2. Number of locations 3. Annual sales 4. Number of employees 5. Level of decision-making authority of the badge holder 6. Purpose for attending the show If you suspect your lead retrieval procedures aren’t quite up to snuff or simply want to ensure you’re doing everything you can to bring in new business, consider leveraging badge scanner technology. Using scanners at your booth automates the process of adding prospects’ information to your database, which will help expedite your post-show follow-up efforts and ultimately result in more business for The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 21 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com Don’t blow your budget on tschotskes before getting lead retrieval – you exhibit at shows to gather leads, not giveaway pens.
  22. 22. your company. Why are business cards not enough? Not every exhibitor realizes that the information contained in encoded form on an attendee badge is much more comprehensive than that which is contained on a business card. A registration form requires that attendees provide specifc valuable demographic information, such as the attendee’s level of buying authority, the products and services in which they have an interest, their budget for such products, their company’s size, etc. What Good Are Leads You Can’t Read? One of the most common challenges for exhibitors is understanding their notes from an event. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 22 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com Rookie mistake: “Leads” consist of notes scribbled on the back of business cards.
  23. 23. As an exhibitor, you have a lot of openings to fnd out essential information about potential leads. These insights can help qualify follow-up actions and contribute to a successful conversion. However, the fast and furious pace of a trade show can lead to illegible notes about contact information, areas of interest and more. Sorting through the data after an event could leave you wondering exactly how to follow up with these leads. The problem become even more of an issue if these potential customers are handed off to other departments. Fortunately, technology is making it easier to capture information. Badge scanners reduce reliance on handwritten notes to create a database of qualifed leads, and this allows multiple parties to follow up with interested consumers without a lot of confusion. The best leads should always contain information about how to follow up. Some individuals may want to receive a phone call within a week, while others may prefer to communicate over email. This information is often not available through badge scanners, but is vital to improving conversion rates. The way you approach conversations during trade shows can have a large impact on your ability to capture essential information. Personal interactions are the best way to gauge interest, but you may not be the one to complete follow-ups. To clearly communicate information to sales or marketing departments, a lot of businesses use notes to convey insights learned through interactions. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 23 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  24. 24. The right lead retrieval software can input information collected from badge scanners directly into the right CRM for follow-ups. Attendees often complain that they do not receive any follow-up from the exhibitor booths they visited. A good lead retrieval system will send an automated follow-up. Some systems provide attendees with an automated email follow- up with information from the booths they visited. This gives exhibitors peace of mind that they will always have a follow-up sent to the attendees that visited their booth. How to Tell a Good Lead From a Bad One Defne who you want to come to your exhibit and target them specifcally. At a busy trade show, you may not have a lot of time to spend with each person who comes by your booth. At large events, hundreds of potential leads will be vying for your attention, and each one could be the connection needed to capture a big sale. If you keep The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 24 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  25. 25. attendees waiting too long, they will leave, causing you to miss what could have been a great opportunity. This makes it vital that you maximize the value of your conversation with each person to qualify as many leads as possible during the short time you are able to devote to them. Who does your visitor represent? A Fortune 500 frm? An Internet hotshot? A multi- national? A frm on the rise or on the decline? A company that you can grow with, or a Goliath to your David? Why? Why did your lead attend this event? If she was looking for products/services like those that you offer, you clearly have a prime prospect. If she was there to gain competitive intelligence, that puts her at the other end of the spectrum. In between there are people who attended the event for any number of reasons. Perhaps related seminars were of the greatest interest. Or related products. Or networking. Knowing the reason is important to you in qualifying your leads. Why did the lead visit your exhibit? Perhaps a current customer referred her. That makes her a particularly well-qualifed prospect. Your visitor might not have a need for your product, but she might The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 25 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  26. 26. know someone who does. Even a visitor from a competitor does not have to be unwelcome. He may be an excellent source of information on mutual competitors. Or he might be someone with an ego, the type that gives you inside dope on his company order to burnish his image as an insider. There could be any one of a number of reasons why someone visits you. Find the one. Defne the problem your solution can solve What is the problem that your visitor hopes to solve? What can you offer as a solution? Defning the problem that your prospect hopes to solve is not always straightforward. For example, he might say, “My problem is that our air compressor is only 15 horsepower. Our usage has grown. I need something bigger.” Maybe he does. Or maybe he simply has the wrong type of compressor. A newer, more efficient model of the same capacity might serve him quite well, while reducing his energy consumption. His problem could be that he does not have a drier to dry the air that the compressor is using, resulting in excessive moisture that is causing mechanical damage. If your response is to simply send him a quote on a 25 horsepower compressor to replace his “inadequate” 15 horsepower unit, you may lose the sale to a more inquisitive salesperson. Before you can offer a solution, you have to thoroughly understand the problem. If you want a long-term customer, a “decade-plus customer,” your goal has to be one of mutual satisfaction, not simply a sale. You must give the customer a real solution, one that will look as good, or even better, a year down the road. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 26 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  27. 27. When will a decision be made on the product/service that you are offering? The answer plays a large part in how you prioritize your leads. To whom do you devote your energies right now, the Fortune 500 lead who plans to purchase in 18 months, or the three-year-old outft with $2 million in sales with an immediate need? If your company is frmly established and a leader in its feld, your outlook is quite different than that of an entrepreneur in the early stages of growth. Sure, the entrepreneur would like to grab some Mr. Fortune 500’s business, but, hey, 18 months out? For a start-up, that is an eternity. The lifeblood of a start-up is cash, and cash comes from sales. How important is it to add qualifers, survey questions and notes to trade show leads? Qualifying a lead does not have to be a long, laborious process. Sometimes a few quick questions can determine if the attendee is someone eager to move right away, or a potential customer who may need more extensive nurturing. Fortunately, there are some ways that you could reduce the time it takes to determine these factors. Understand what a good lead looks like When it comes to pulling trade show traffic toward your booth, you may be tempted to measure your success in sheer numbers. If a lot of people stop by, that's a good sign, right? Actually, it depends. For instance, if you're giving away gimmicky or The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 27 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  28. 28. novel branded gifts, these may attract a lot of attention – but solid lead generation requires more than just event attendees pocketing a cool keepsake. The same can be said of an eye-catching trade show booth idea that, while intriguing to onlookers, might not actually enhance lead capture. A longer interview process does not always generate better results. Businesses often spend hours whittling down candidates for a job opening only to have them not be a great ft because they were asked the wrong questions. The trick is to have a better understanding of what you are looking for, and the same process works with lead capture strategies. You can tailor questions to quickly fnd key factors and ensure that you are moving in the right direction. Measure results and make revisions Technology is helping to improve every aspect of business. For instance, metrics are able to determine the likelihood that a job candidate will be a good ft for a select role. Similar measures could be used to improve lead qualifcation, as performing analysis of previous clients can give you a good idea of the ideal customer, which can help you craft the right questions. It is also important to measure the success of various trade shows. It may be difficult to quantify the results of a single event, but the process could provide insight into how you can improve your performance. Continually learning and making adjustments allows you to fnd success at each event. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 28 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  29. 29. Seven Booth Traffic Builders to Try At large trade shows, hundreds of frms could be competing to draw attendees’ attention. The vast number of displays with flashy items and eye-catching graphics on the floor could make it difficult for audiences to decide which exhibits are truly worth their time. Therefore, retailers will need to do everything possible to persuade prospective customers to visit their booths instead of their competitors’. Here's some quick tips to try at your next event: 1. Set Up Appointments. Prior to the event, your salespeople should contact local prospects to set up appointments and see if they are attending your industry show. 2. Announce incentives on your website, the event Facebook page, The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 29 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  30. 30. blogs, Twitter page and LinkedIn groups. 3. Offer Exclusive, Time-Sensitive Deals. Everyone loves a good deal, and the people who frequent trade shows are no exception. Advertising exclusive offers that expire when the doors of the exhibition hall close for the day is a great way to not only draw visitors to your booth but also stimulate on-the-spot lead capture. 4. Be the Charging Station. It's shocking that so many shows don't offer attendees a charging station. Especially with intermittent Wi-Fi that tends to really drain your phone battery while searching for a signal charging up is a necessity. Key tip: Don't waste this opportunity. Have a video demo on loop at the charging station for your captive attendee audience, after the video is over, ask what their business challenges are and what they came to the show to fnd. 5. Be the Wi-Fi Hot Spot. At your booth, create a broadband cellular hot spot, using a MiFi. 6. Have a Planned Demonstration or Presentation Schedule. If selling a service, provide demos. Key Tip: Display when the next demo will occur. Let attendees know they they will receive a raffle entry for sitting in on the short demo. 7. Free Food. Seriously, who can turn down goodies like cookies and milk, coffee and donuts. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 30 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  31. 31. Prior to your event send out an email that leads to a landing page with available appointment times. Offer an incentive to make a pre-show appointment. Share this landing page on your social channels and include the event hashtag, be specifc: “Pre-book #ASAE15 to our booth to discuss our event app, get a free tech gift.” A Lead is a Start…Don’t Blow it, ok? If you haven’t given serious thought as to how you will successfully follow-up tradeshow leads that you’ve just collected, your company has just invested a lot of money for which its return, if any, will be based purely on luck. Effective tradeshow follow-up begins long before the last business card is exchanged, long before the last farewell to your fellow exhibitors. Follow-up preparation begins before the tradeshow and continues as the show progresses. To a great extent, by the time you depart the show, the die has been cast. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 31 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com It’s not where you start, it’s where you finish” – Lyrics from Dorothy Fields in Seesaw
  32. 32. How to Follow-Up When following up on a lead, focus on this question: What can I offer this prospect that will add value to his product or service and help differentiate it from those of his competitors? You may not have been able to sufficiently analyze his problem on the spot on the tradeshow floor. In the follow-up phase you have the opportunity to do this and to offer the value add that will begin a relationship. Make it easy for your leads to take action. Present the next steps clearly to them and quickly. When will a decision be made on the product/service that you are offering? The answer plays a large part in how you prioritize your leads. To whom do you devote your energies right now, the Fortune 500 lead who plans to purchase in 18 months, or the three-year-old outft with $2 million in sales with an immediate need? Email is great for follow-up because you don’t get caught playing phone tag. You also have entered your prospects inbox. Now they can follow-up on you. Start with an e-mail message or brief letter thanking your prospect for having visited your exhibit. What to Include in that frst email Provide your prospect with a value add, either a solution to his problem or a means of differentiating his product or service. Close with a call for action. Since your initial point of contact was a tradeshow, you might instill a sense of urgency by offering some type of show special, some inducement for him to act now. This is the “tell The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 32 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  33. 33. him” phase. Offer this prospect a clear conversion path: an quick product overview to remind them what you sell, then a case-study or testimonial, a demo and then fngers crossed you will get to close the deal. In another fve to seven days, tell him what you’ve told him. Send an e-mail or letter recapping the benefts your organization is prepared to deliver that will solve problems or differentiate products. Offer a compelling reason to act now. Don’t expect a one shot follow-up to produce results. Too frequently an exhibitor’s follow-up, if you can call it that, consists of nothing more than a single piece of literature with a “personal” cover letter. Don’t kid yourself. That isn’t follow-up. After you send an email, call to follow up. If they have not received your info, you can quickly email it to them (possibly again) while you are one the phone. In your next email recap the benefts your organization is prepared to deliver that will solve problems or differentiate products. Offer a compelling reason to act now. Conclusion If you have prepared well in advance and executed your plan during the show, then many of your generated leads will result in sales, or better yet, in decade-plus customers. Preparation, execution and above all lead follow-up are the elements that will assure that you will realize a substantial return on investment. The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 33 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  34. 34. If you get a chance, check out our tradeshow resources page that will suggest ideas on how to be more successful as a event organizer and exhibitor. More tips at: www.bartizan.com/blog The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook! Page 34 © 2015 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com

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