Keys to optimizing lead generation at a trade show
Attending a trade show is a great opportunity for exhibitors to generate leads. Indeed, this is the perfect time to gain brand visibility, establish one’s position as an industry expert on the market and make new connections. However, taking part in the event is often not enough to generate leads. To optimize the exhibitors' lead generation, it is important to convey best practices to adopt before, during and after the show.
As soon as they register for the event, exhibitors should communicate about their participation. As the organizer, you can encourage them to communicate on social networks, send a newsletter to their contact list, etc. Likewise, they should be able to easily invite their customers and offer free tickets to their biggest clients. It also allows to build loyalty and faithfulness with existing customers and attract prospects to the booth for a live conversation.
To multiply leads at a trade show, it is essential to give a special attention to the booth layout. Guiding exhibitors with support, advice & tips, documents... is always helpful. To do so, deploying an Exhibitor Portal is a good mean to relay and gather all these information.
An appealing trade show brand should be seen as a major asset to generate leads. There are many possibilities to do this: from distributing flyers & brochures summarizing your expertise and innovations, offering goodies or organizing side events at the booth. The main objective is to pique visitors' curiosity in order to provoque a discussion about their activity and their needs.
This is key for the exhibitor's successful participation at the show - and they should be supported accordingly. Companies should communicate on their participation and the show's takeaways. This can happen through an article in their blog and/or newsletter, social media, etc...
All the data collected during the show must be analyzed and used to implement a real lead conversion strategy. Leads generated at the show should not become ordinary data in a database/CRM. Depending on their degree of interest and qualification, they should be reached out with a personalized approach: targeted email campaigns or outbound calls from Sales Representatives to further qualify the lead.