(image is not same as mentioned in blog)

The other week I was at a trade show with one of our client who was exhibiting. As I walked around this show looking at different exhibitor strategies I had an experience that I think every trade show exhibitor should hear and think about.
I stopped at one exhibit booth that had a trade show model to see the company’s strategy on using the booth model. We had some brief small talk and we took a picture using a “beach back drop.”  All the while I was waiting for her to ask me, “What do you do?” or “Do you use these services?” or “let me introduce you to one of our sales reps.” IT NEVER HAPPENED! I wasn’t even approached by one of the sales reps in their exhibit booth.

Eventually, I asked the model what the company did, and she had no idea! She just laughed and said, “I don’t know what they do, but those are the sales guys over there (she pointed to the huddled sales reps on the other side of the booth)! “They could tell you what we do,” she said. There was a pause and I simply walked away. What a waste of marketing dollars!

Is having a trade show exhibit booth model or “booth babe” as some call it an effective approach to trade show lead generation? YES! You can get a very good return on certain “lead generators”
whether it be, models or other types of talent. However, when a lead generator, such as the booth model in this case, doesn’t have a purpose or a system in place, it is just a giant waste of money.

Five tips to ensure a Trade Show Booth Lead Generator (exhibit model or other talent) is part of an effective lead generation strategy.

1.  The lead generator should know what the company does. They don’t need to have detailed specifics, but they need to have a general understanding.
2.  They need to know the elevator pitch.
3.  Have them ask the attendee what they are do and if they use what the company offers.
4.  The sales reps should be on alert and watching the lead generator when they are interacting with a potential lead, slowly move over and listen in for a jump-in point.
5.  If the sales reps are busy, the lead generator should walk the person into the booth to gain their contact info or hand them information on the company. During this time hopefully a sales rep will free up so they can come over and answer questions.

As most exhibitors know, there are several types of electronic lead retrieval systems available to them at different shows.  The question now arises, which one should you use in your trade show exhibit?  Well, it depends on your objectives and exhibit follow-up strategy.

Lets look at three basic electronic lead retrieval systems.

1st A very popular system is a hand held scanner that simply scans the attendees badge.  The information associated with that attendee’s barcode is then captured.
No other information can be recorded.

2nd  There is another version of the hand held scanner that allows the exhibitor to program in qualifying questions, which will help rate the lead.  The leads are then separated by this rating system, which allows the exhibitors marketing and sales team to have a more effective follow-up.  They are able to contact the “hot” leads first and provide them with the information they were interested in.  This will hopefully help the conversions from leads to sales.

3rd  There is a scan and print system.  With this system, your sales reps have to take the leads badge out of their holder.  They have to then walk over to lead retrieval machine and put the badge into the machine.
The system then captures the information electronically, but also prints out a piece of paper with the leads information on it.  This system also allows the exhibitor to program qualifying questions to help rate the leads for follow-up.

Each one of these scanners has its pros and cons.  As mentioned above, your decision on which scanner to use should be based on your objectives and follow-up strategy.  The handheld scanners were created for speed and convenience, but limits the information gathered for effective follow-up.

Use the 1st scanner mentioned if your objective is to simply build a data base and scan as many badges as possible.  With this objective you do not need to ask any qualifying questions or want to separate the leads for more strategic follow-up.

Use the 2nd scanner mentioned if your objective is to capture leads quickly and qualify the lead with just a few basic questions.  There are two scenarios where this type of scanner would most likely be used.  The first is that the exhibitor has more than one product and by asking qualifying questions they are able to send the appropriate information to them.  The second is that the leads would be given to sales reps not present at the show.  This occurs when leads are divided up and given out to the regions sales reps.
By qualifying the lead, it gives the sale reps a little background of how hot the lead is and what they are interested in.  However, the danger on this is that because the sales reps did not speak to these individuals and have no relationship, they feel as though it is a cold lead and do not follow-up with them.

The 3rd scanner mentioned seems as though it is inconvenient, but it is often times the best option and most recommended.  This system requires the sales rep to take the leads badge out of their holder.
The benefit to this is that the lead can’t go anywhere without their badge.  Also, because it is inconvenient, if a lead allows you to scan their badge, this shows that they have some sort of interest in what you do (given they aren’t just trying to get a free ipod you are giving away).
This system also allows you to program in a few qualifying questions.  More importantly this system prints out a piece of paper that your reps can make specific notes on about the lead that can be used for follow-up.  This can help your sales reps feel as though it is a stronger lead and worth following up on.

Summary, if you are going for quantity over quality the handheld scanners are fine.  If you would like to record more person information to each of your trade show leads, which would result in better follow-up, then go with the printout lead retrieval system.  If you want both, quantity and quality, you can always have both types in your booth!  It all depends on your strategy.

Recently I was at the Adtech trade show at the Jacob Javits Center in New York City with “Idea Launch,” one of our new clients.  While walking the show floor I noticed two very important things that all exhibitors should know!

1^st
There were quite a few people in the isles.  It was easy to notice that attendance was up!  This is a good sign to exhibitors as it shows that companies are starting to spend money and allowing their staff to attend trade shows.  Also, it is a positive sign to the economy because the companies are loosening their money belts to not only attend trade shows, but are looking to start buying again.

2^nd
When walking the isles checking out the different booths not only to see what the companies did, but also what their trade show strategies entailed.  While doing this I ran into quite a few exhibit booth models.
Companies’ will uses these trade show booth models to attract attendees to their booth, with hope that an increase of booth traffic leads to more leads and in turn more business.  This is also a good sign in the exhibit world as it shows that companies are also spending additional marketing dollars on these trade show booth models.

Has anyone else started to see this at any other trade shows?

Inbound marketing is all the rage right now, however not everyone is taking advantage of it’s usefulness, especially when it comes to following up on trade show leads.  Inbound marketing then uses social media to then stay connected to these qualified leads.  Those that find your content to be of value will want to stay connected to you in hope they will get more valuable content.  This is why they follow your blogs and twitter.

At a trade show you may meet a qualified lead that is not interested in your service right now, however they might need your service in a month or a year.  Sales personnel cannot follow and stay in contact with all of these leads, nor does this lead want the sale person to hound them.  This is where using inbound marketing and social networking outlets can be applied to trade show lead follow-up strategy.  Your follow-up emails should include an invitation to follow your company on twitter, or your blogs, or facebook etc, for them receive more information of value, such as tips.

In addition to this, your company can stay in contact with them so that
even if they are not interested now, you will stay in-touch with them for
potential business in the future.

This is just one way you can use social media and inbound marketing as part of your trade show follow-up strategy.  I hope this gets you thinking of ways to get better results out of your trade show exhibiting experience.  If you do find this information to be of value, follow us!

I think I’m psychic!  Are you a skeptic?  TSEA confirms trade show budget cuts for 2009 by 17%.  Having looked into my crystal ball a week ago, I posted Creative imaginations avoid trade show industry casualties, and showed how you can cut your trade show budget and sacrifice NOTHING!  Based on the survey numbers, that sacrifice is $78,100.  What are you going to have to cut?  Would you rather sacrifice nothing?

The survey also states that 51% do not provide trade show training for their staff.

Those who don’t train say they face budget issues, timing issues as well as even push back from their management.

More psychic proof is found in post Cost conscious trade show training.  It sure is odd that

Sales from leads (67%) and total number of leads (62%) were the most frequently cited ways exhibitors measured their success at a show.

Wouldn’t you do better if you trained your staff?

According to the survey, trade shows will get 1/3 of 2009 marketing budgets.  Why?  Because trade shows are still very important for generating leads and closing sales.  We are here to help you get the most out of your budget; to tighten up your trade show strategy; and to provide functionally designed custom exhibits for your trade show success.

My psychic powers are tingling.  I think you’ll be calling.