Looking to turbo-charge your trade show efforts and get a bigger bang for your buck? Generating more leads and strategically nurturing them can significantly improve your return on investment (ROI) and ensure that your exhibition efforts lead to long-term business growth.

What Exhibitors Want: Leads

68 percent of exhibitors rank lead generation as one of their top three priorities when participating in trade shows. Whether it’s B2B or B2C, trade shows are a golden opportunity to engage with warm, interested audiences, network, and learn from others in the industry. The primary goal for many companies attending these events is to fuel their sales pipeline.

According to the Center for Exhibition Industry Research (CEIR), lead generation is a top method for measuring success at trade shows and demonstrates the value of investing in these events. In fact, 68 percent of respondents cited lead generation as the most important performance objective, with at least 60 percent of exhibitors valuing all lead-related metrics.

Managing Leads at Exhibitions

Now, the key question is: How can you increase the number of leads you generate at trade shows and follow through with them successfully after the event? It all comes down to strategic lead management.

Before the show, establish clear goals for leads, sales, and conversions. While these metrics might take some time to fully track (for instance, it might take weeks for the sales team to follow up and convert leads), it’s crucial to trace the activity back to the event to demonstrate its impact.

1. Attract More Visitors with a Custom Exhibition Booth Design

You can’t gather leads if you’re not attracting the right visitors to your booth. A custom booth design that highlights your brand's personality and offerings is crucial. Your booth should not only stand out visually but also evoke the right atmosphere for building connections. Ensure that your space invites engaging conversations and provides ample room to interact with prospects.

2. Collect Leads Efficiently

Once you’ve grabbed attention, you need a system to collect lead data. While a clipboard and pen can still work, today's technology offers much more efficient solutions for capturing and tracking attendee details. Devices like tablets, smartphones, and CRM-integrated apps make it much easier to collect and follow up on leads post-event.

Here are some effective lead capture systems:

• Systems provided by the show organiser: Often integrated with attendee registration

• Smartphone & tablet apps: Convenient for mobility within the booth

• Near-field communication (NFC): Simple for collecting data from wristbands or badges via sensors

• Business-card scanners: Quick for gathering contact info into digital formats

• CRM systems: Perfect for syncing with your existing customer management solution

Each option has its pros and cons, so choose one based on your booth traffic, the type of data you want to gather, and your budget. For example, business-card scanners won’t capture detailed interaction info, so consider integrating extra fields to input customer interests or needs.

3. Follow Up Quickly After the Event

After the event, timing is everything. To successfully follow up on leads, make sure you have a strategy in place. It’s essential to categorise leads based on their urgency and interest level. Track conversations by noting who spoke with each prospect and what their key needs or concerns were.

It’s easy to feel like your job is done after the event, but in reality, the real work begins after the trade show. Stay connected with the momentum you gained and reach out to prime prospects while they’re still engaged and excited from the event.

Key Takeaways

1. Strategic Lead Generation: Clearly define your goals for leads and conversions before the event.

2. Effective Booth Design: Create an inviting, engaging booth that draws visitors in.

3. Lead Management System: Use modern tools and systems to capture, track, and follow up on leads effectively.

4. Post-Event Action: Maintain momentum by promptly following up on high-potential leads.

By focusing on these strategies, your trade show efforts can yield long-term value and an impressive ROI. If you're ready to take your next trade show to the next level, let Exposure Group help design a custom booth and implement a lead management strategy tailored to your business needs.