(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.

Client: FootJoy

Show: Golf Show

Exhibit Size: 80X80 Double Deck

The Booth Details:

We used the Tan as it went with their golf color theme.  On the sides it had 12 work stations with a second floor meeting room for scheduled meetings with existing/potential clients.

The Strategy:

Typically you don’t want to have any walls on your booth as walls are barriers keeping people from entering you booth.  You want it to be warm and inviting.  At the same time you want to create a warm and intimate experience for your client.  With this 80X80 booth we were able to accomplish both of these tasks.

As you can see we do have walls on this booth, however the booth is circular.  What this did was create spots for our sales reps to stand (each one of the four corners), which is a prime spot as the isle corners are where you can get the most traffic.  Also, the booth has more opening on the right and left side of this picture.  The reason for this is that traffic was coming from that direction so we wanted to have more of an opening for them to feel welcome to come in.  On the side they were coming from we had a could additional sale reps.

People Placement Strategy:

We had additional sales reps on the corners that had the most flow of traffic.  This will all depend on where the entrance of the show floor is, and where the presentation halls are, amongst other things.  (If you need further explanation on that give me a call.)

Exhibit Marketing/Sales Strategy Consulting:

Marketing Strategy:

Provided our client with an effective pre–show through post-show marketing strategy.

Exhibit Staff Training & Strategy:

Working a trade show exhibit is different than normal sales procedures.  In order to maximize a trade show’s potential, it is essential to have a well trained staff.  TMG Exhibits trained exhibit booth staff on:

• The best techniques to stop traffic.
• Staff members are then provided with objectives and assigned roles.
• Secrets of how to interacting with qualified leads at a trade show in a way that provides the sales representatives with their full attention while having a sense of comfort.
• Creating an effective follow-up process that the sales representatives approve of and feel will get the best results.

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.