Make Sure Your Event Pays Off and Relationships Move Forward
Road warrior, your company depends on you
Given the schedule, the task list and the travel, the title of road warrior fits. In an age of accountable marketing, your company expects measurable results, qualified leads and accurate information to support difficult decisions. A stand that merely looks busy is no longer enough.
You need easy ways to manage information
Collecting and qualifying leads is harder than it looks. Scanners help by making the exchange quick and accurate: touch or scan the badge, add a note, and the record is on its way to your team. The technology is the easy part. What you ask and what you do afterwards decide whether any of it produces business.
Best bet: standardise your survey and process
No single data collection tool works at every show, so here is your best bet. Create standard database fields. Develop a common survey. Use a device that exports data for easy import into your CRM. Build a post-show distribution and reporting routine. With a simple, disciplined process, a solid measurement programme is close at hand.
Articles in this section
Lead Retrieval Basics for First-Time Exhibitors
What a badge scanner actually gives you, what to rent, and the three decisions to make before the show opens.
A Standard Lead Survey That Sales Will Actually Use
Your best bet is one common question set across every show. How to build it, what to leave out and how to get it into your CRM.
Measuring Trade Show ROI After the Booth Comes Down
Your company wants proof that the show paid off. A workable way to count cost, attribute sales and compare events fairly.
Photos on this page via Wikimedia Commons: Xuthoria (CC BY-SA 4.0); Detroit Regional Chamber (CC BY 2.0); Arild Vågen (CC BY-SA 4.0); James Nash (aka Cirrus) (CC BY-SA 2.0).