Capturing leads is a pivotal aspect for exhibitors looking to maximise their presence and return on investment at events. The ability to turn event attendees into potential customers requires a strategic approach to lead generation.
In this blog post, we will explore the best practices that exhibitors can employ to enhance their lead capturing efforts and ensure a successful event experience.
Set Clear Objectives
Before diving into the nitty-gritty of lead generation, exhibitors must establish clear objectives. Understanding what you hope to achieve from the event will guide your approach to lead capturing. Whether it's increasing brand awareness, launching a new product, or driving sales, having well-defined goals will shape your strategy and make it more effective.
Create an Appealing Stand Design
Your booth is the first point of contact with potential leads. An eye-catching and well-designed booth not only attracts attention but also communicates professionalism and credibility. Use visually appealing graphics, interactive displays, and innovative signage to make your booth stand out from the crowd. A memorable booth design not only draws attendees in but also makes it easier to capture their information.
Utilise Technology for Data Collection
Embracing technology can streamline the lead capturing process, replacing traditional paper forms with electronic methods can collect attendee information more efficiently.
Event Mobile App
If you are exhibiting at an event with an event app, check to see if there are any lead generation capabilities built in. Attendees are likely to have downloaded the app for wider event information and may be more likely to follow up through this method. The app can host digital brochures, interactive maps, and a schedule of your booth's activities, creating a seamless experience for attendees.
Digital Forms
In instances where the event lacks a dedicated app for lead generation, exhibitors can proactively create their own digital method for capturing valuable information. Equip stand staff with tablets or laptops loaded with customisable digital forms. These forms can be tailored to collect specific information, ensuring that you capture data relevant to your business goals. By using digital forms, exhibitors eliminate the need for paper-based processes, reducing the chances of data entry errors and enhancing the overall speed of information retrieval. Ensure that the forms are user-friendly, guiding attendees through the information-sharing process effortlessly.
Interactive Digital Displays
Digital signages are no longer just static displays but powerful tools for engagement and lead capture. Invest in interactive digital displays strategically placed throughout your booth. These displays can showcase a variety of dynamic content, such as lead generation forms, directly into the digital signages. Attendees can input their details directly on the interactive screens, making it an engaging and user-friendly experience. Consider incorporating interactive elements such as gamified quizzes or surveys to not only capture data but also educate and entertain attendees.
Offer Incentives for Engagement
Encourage attendees to share their information by offering incentives for engagement. Contests, giveaways, and exclusive promotions create a sense of excitement and motivate attendees to participate and give you their details for potential partnerships and sales. Whether it's a chance to win a prize or access to exclusive content, these incentives can significantly boost lead capture rates.
Train Staff for Effective Engagement
The success of lead generation at events is often dependent on the people manning the stand, you should ensure the staff you take to the event are well-trained in engaging with potential customers. Prior to the event, have workshops or training sessions to provide them with the knowledge and skills to initiate conversations, qualify leads effectively, and seamlessly collect information. A friendly and knowledgeable staff creates a positive impression and increases the likelihood of successful lead capture.
Follow Up Promptly
The post-event follow-up is as crucial as collecting leads at the event. Promptly follow up with leads while your brand is still fresh in their minds, this should be within 24-48 hours after the event. Send personalised emails expressing gratitude for their visit and provide additional information about your products or services. Having a customer relationship management system (CRM) can help to organise and prioritise leads for a more efficient follow-up process.
Final Thoughts
In the competitive landscape of event marketing, exhibitors must employ strategic and innovative approaches to capture leads effectively.
Clear objectives set the stage, aligning strategies with overarching business goals, while an attractive stand design establishes a visual identity that communicates professionalism. Leveraging technology proves instrumental, with event mobile apps and digital forms simplifying data collection and enhancing attendee interactions. Interactive digital displays, featuring gamified quizzes and surveys, elevate engagement and facilitate seamless lead capture. Incentives for engagement, such as contests and giveaways, create excitement, significantly boosting lead capture rates. Training booth staff is crucial for meaningful interpersonal engagement, ensuring a smooth information exchange process. The lead generation journey doesn't end at the event; prompt follow-ups with personalised emails express gratitude and provide additional information, fostering lasting relationships.
By embracing these practices, exhibitors position themselves strategically for ultimate event success and ultimately turn attendees into valuable customers.
For more helpful tips for exhibiting and attending events, visit ExpoBeacon Insights and news.
