Exhibition have various perks to offer but one of the prime reasons why exhibitions is among the most preferred below the line marketing platforms is because it helps businessmen to generate leads. Lead generation is basically the procedure of procuring contact and other vital details from visitors in order to turn them into business clients, partners and customers.
Exhibitors from all over the world, actively participate in exhibitions in the lieu of generating ample leads. Now, building a strong client base is not as easy as it seems and certainly just putting up an exhibition booth doesn’t guarantee footfall lest lead generation.
Incorporate call-to-action elements – Your exhibition stand design and exhibition marketing tactics can help your brand in more ways than one, provided that you pay close attention to each and every thing at the show. You can incorporate call-to-action elements in your exhibition stall design such as an interactive screen asking visitors to fill in a short survey along with their contact details. You can install vending machines too, but instead of cash ask visitor’s to drop by their visiting cards. There are various elements like these that you can integrate with your marketing strategy or booth design, that will help you to generate ample leads at the show you are participating in.
Organize workshops and seminars – You’d be surprised how many industry professionals are interested in attending conferences, seminars and workshops. This is why many exhibition organizers too arrange for seminars on the fairground. Conducting seminars and inviting well known industry professionals as guests helps to build brand credibility. Not only this, it also helps in lead generation. Educating the visitors about your products, will pique the attention of the audience, you can leverage this opportunity and ask for their details to the visitors visiting your exhibition booth.
Train your sales team to be proactive – A proactive and intuitive sales team at the exhibition booth is an asset. It will help you to generate leads and also turn potential clients to customers. Train your sales staff extensively before the big day and ask them to be proactive. Anticipate the response of the visitors present at the exhibition stall and help in the generation of leads. You must also especially train your sales team to differentiate between and interested customer from a customer that is solely window shopping. Investing quality time with potential clients will help to stimulate the attention of the visitors and get them interested in your product and service.
Blend sweepstakes with lead generation strategy – If you haven’t already observed at your previous shows, sweepstakes are real crowd pleasers. More than a few brands conduct sweepstakes at their exhibition booths and engage a good number of visitors but only a few are smart enough to convert sweepstakes into a lead generation tool. Come up interesting ideas for sweepstakes and blend it with your lead generation strategy, it will help to attract more visitors because of the ‘fun factor’ and also help to foster leads to expand your business.
Filter and frame your questioning technique – An easy way to generate quality leads is by asking visitors to fill out surveys and questionnaires. Now, you cannot deny the fact that surveys have been done to death as a marketing tactic, to the point that many visitors refrain from it. The rest of the visitors that do fill out the surveys get disinterested midway and skip a few options. This is why, it is extremely essential to filer and frame your questions correctly. Don’t beat around the bush and ask relevant questions. With the right questions, you can get ample data from your visitors.
These are some of the sure-shot ways to generate quality leads at exhibitions. Depending on your brand and product you can adapt ways that suit your brand personality the best.