the ultimate guide to tradeshow lead generation

The Ultimate Guide to Tradeshow Lead Generation Tweet this Ebook

copy 2015 Bartizan Connects bull 217 Riverdale Ave bull Yonkers NY 10705 bull Toll Free (800) 899-2278 bull wwwbartizancom

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 Canrsquot 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 StarthellipDonrsquot 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


IntroLead capture is likely one of your companyrsquos main objectives when

exhibiting at a trade show

Despite this some organizations ndash particularly frst-time exhibitors and

small and medium-sized enterprises ndash 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 whats

really important when heading to an exhibition ndash 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 doesnt need an

infnite budget but a focused creative generation plan that puts



emphasis on in-person content as well as digital outreach

Set GoalsGoing into a show you

must have written

goals Showing the flag

is not a goal (ldquoWersquove

got to be there all our

competitors will be

attending and people

will think something is

wrong if we donrsquot show

uprdquo) 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 ldquoxrdquo 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



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

doesnt mean that you can

afford to make small talk



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

ldquoWe are leaving the industrial economy

and entering the connection economyrdquo

ndash Seth Godin

Thinking ahead of the curve

when using social media can be

the exhibitors key to leading

the herd at a trade show ndash

dont be the one who says it

cant 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



of time but many arent 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 ndash 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 Its 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



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 ndash 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



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 dont 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 todayrsquos trade shows

are fueled by social media conversations and the buzz they create

Herersquos a look at how you can leverage the power of social across two important but very different channels

Twitter Tips bull Create a profle so prospects can fnd you It is expected that

you will have an active account

bull 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 Donrsquot forget your post-

show thank yoursquos

bull Search and follow customers and prospects

bull Gain insights prior to the call check out a prospectrsquos Twitter

profle for info about the organization its staff and upcoming



events

bull 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

bull Build relationships with Influencers follow them on Twitter

Reply to and retweet their most interesting and relevant

content (ex Corbin Ball TSNN PCMA)

bull 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 httpbitly12wOLOv

bull 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

bull Use a free URL shortener like Bitly or TinyURL to make a short

and memorable URL from a long URL Short URLrsquos are easily

shared tweeted or emailed to friends Also these free tools

track and analyze your links Visit wwwbitly or

wwwtinyurlcom

bull Tweet frequently people look at recent tweets to decide

whether or not to follow you



bull Retweet replies are very powerful Like a session speaker

Tweet a quote out wit the event hashtag and the speakers

username

bull Link to videos and pictures ndash think variety

bull This platform can be a powerful follow-up tool Strike while the

ironrsquos hot ndash 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

bull 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

bull Be open with the people when you call about having looked at their

LinkedIn profles It helps break the ice Plus it shows yoursquove gone to

more trouble than 90 of the other salespeople who call them

every day ldquoI noticed on your Linkedin profle that we grew up in the

same townrdquo

bull There is a section that says ldquoPeople Who Have Viewed Your proflerdquo

The fact that someone looked at your profle is a good excuse to

reach out with a connection request

bull Take a look at your top-20 customers LinkedIn profles add them



Linkedin Tips

as connections

Making use of social networking should be at the top of any exhibitors

event checklist ndash it can foster interest around your product or service

long before you arrive at the venue



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 ldquoWhat is it that you dordquo If your booth graphics donrsquot make it crystal clear what it

is that your company offers you yoursquoll 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 lions share of the

traffic

While its true that it can be exciting for trade show attendees to

marvel at a booth thats covered in video displays or swimming in

glitter this fnancially risky move can lose its luster pretty quickly Too



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 ndash 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 attendees frst impression of a frm so it is crucial for trade

show managers to make their booths both visually appealing and

relevant to the companys 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 frms unique features booths may not seem as

interesting to attendees

Trade show managers should also consider adding accessories to their



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 experienceDo 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 youre touting at a trade show At the end of the

day although brightly colored displays might catch attendees eyes

theres nothing quite like being able to see and feel a product for

yourself

The blueprint for an effective displayThere 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



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 its probably time to bring in the

professionals This isnt 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 ndash though

daunting ndash will more than likely pay for itself in the form of lead

generation from the dozens of event attendees flocking to your booth



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

theyre well-versed in information about the products and services

youll be promoting Part of the lead generation process involves



answering questions about

your companys offerings and

employees who arent up to

speed might cost you a sale ndash

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

bull Dont skimp on numbers Be realistic about how many people

youll need to staff your booth at any one time and dont forget

to factor in shifts and breaks

bull These employees are on the front lines so when they come

to you with insights and ideas listen to them Chances are they



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 ndash effortlessly

know what theyre talking about and theyll feel respected when

you take them seriously

bull Get to know them their personalities interests and the way

they behave when theyre 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

bull Even the best workers get burned out and need somedowntime 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 theyll probably come back better than ever

bull Make sure your employees know what theyre signing upfor (or what theyve been signed up for if you appointed

them rather than letting them volunteer) They shouldnt go into

an event having any misconceptions about whats required of

them ndash ensure they dont expect to sit at the back of the booth

chatting with their colleagues when theres important lead

capture work to be done



Donrsquot Tether Staff to Your Booth

Although deserting a booth altogether and leaving it entirely

unmanned is far from best practice that doesnt mean staff members

shouldnt be encouraged to wander around the exhibition hall from

time to time provided theres 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

theyll 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

Dont make your staff think theyre 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



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 ldquosystemrdquo 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 attendeersquos 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 arenrsquot quite up to snuff or

simply want to ensure yoursquore doing

everything you can to bring in new

business consider leveraging badge

scanner technology

Using scanners at your booth automates the process of adding

prospectsrsquo information to your database which will help expedite your

post-show follow-up efforts and ultimately result in more business for



Donrsquot blow your budget on tschotskes before getting lead retrieval ndash you exhibit at shows to gather leads not giveaway pens

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 attendeersquos level of buying authority the products and

services in which they have an interest their budget for such products

their companyrsquos size etc

What Good Are Leads You Canrsquot Read

One of the most common challenges for exhibitors is understanding

their notes from an event



Rookie mistake

ldquoLeadsrdquo consist of notes scribbled on the back of business cards

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 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 themspecifcally 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



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 visitorrepresent 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

productsservices 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



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 ldquoMy problem is that our air compressor is only 15

horsepower Our usage has grown I need something biggerrdquo 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 ldquoinadequaterdquo 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 ldquodecade-plus

customerrdquo 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



When will a decision be made on the productservice 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

500rsquos 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 thats a good sign right

Actually it depends For instance if youre giving away gimmicky or



novel branded gifts these may attract a lot of attention ndash 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



Seven Booth Traffic Builders to Try

At large trade shows

hundreds of frms could

be competing to draw

attendeesrsquo 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

competitorsrsquo

Heres 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



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 Its shocking that so many shows dont 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 Dont 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 orPresentation 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



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

ldquoPre-book ASAE15 to our booth to discuss our event app get a free tech

giftrdquo

A Lead is a StarthellipDonrsquot Blow it ok

If you havenrsquot given serious

thought as to how you will

successfully follow-up

tradeshow leads that yoursquove

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



Itrsquos not where you

start itrsquos where you

finishrdquo ndash Lyrics from

Dorothy Fields in Seesaw

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 productservice 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 donrsquot 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 ldquotell



himrdquo 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 yoursquove 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

Donrsquot expect a one shot follow-up to produce results Too frequently

an exhibitorrsquos follow-up if you can call it that consists of nothing more

than a single piece of literature with a ldquopersonalrdquo cover letter

Donrsquot kid yourself That isnrsquot 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



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 wwwbartizancomblog



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_________0

What Good Are Leads You Canrsquot 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 StarthellipDonrsquot Blow it ok ____________________________________________Page 31

How to Follow-Up _____________________________________________________________Page 31

Conclusion_____________________________________________________________________Page 33

Share the Ultimate Guide to Tradeshow Lead Generation Now




















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Conclusion






investment




























events








Sample Tweet











wwwtinyurlcom







username





in their mind








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as connections









person to stop by



traffic



















company






















yourself











Consult the experts






































customer































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scanner technology







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Rookie mistake










departments









conversion rates











Attendees often

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in their mind








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as connections









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traffic



















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Consult the experts






































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conversion rates











Attendees often

complain that they

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send an automated

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reason to act now

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as connections









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Rookie mistake










departments









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Rookie mistake










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How to Follow-Up








































reason to act now

Conclusion






investment














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Rookie mistake










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conversion rates











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investment

















































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departments









conversion rates











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investment












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reason to act now

Conclusion






investment























reason to act now

Conclusion






investment








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