Top Tips for Planning Big at Your Next Event!

Recently, we supported an exhibitor at one of the largest trade shows globally. This exhibitor made a significant investment with a booth featuring:

• 20 Demo Stations for partners and product demonstrations
• An in-booth Theater for product showcases and educational sessions
• Private Meeting Rooms for one-on-one conversations
• A Satellite Event located offsite but nearby the primary venue

Here are our top strategies to ensure you capture leads effectively and maximize your investment:

Tip 1 - Optimize Demo Station Interactions

Create customized customer qualifiers that align naturally with the conversations your sales team typically engages in on the show floor. Effective custom qualifiers should seamlessly integrate into the conversation flow, allowing for intuitive data capture without disrupting the interaction.

Consider these key points:

• Clearly categorize attendee conversations and interests.
• Offer attendees an easy "opt-out" if their main incentive is promotional items or giveaways.
• Ensure you record renewed interest, specific product needs, and actionable follow-up points. This ensures your post-event outreach directly continues the dialogue started at your booth.

Tip 2 - Comprehensive Tracking for Theater and Satellite Events

While detailed custom qualifiers might not suit theater sessions, tracking attendance and content engagement is crucial. Employ lead capture technologies that enable attendees to provide immediate feedback post-session.

Key actions include:

• Implement session evaluations to collect audience insights.
• Reward attendees for providing feedback, enhancing engagement and participation.
• Analyze evaluations to score content quality and benchmark speaker effectiveness.
• Integrate feedback forms with meeting scheduling tools, automatically notifying sales teams to follow up immediately if an attendee requests further discussion or product demonstrations.

Tip 3 - Leverage Session Evaluations to Schedule Sales Meetings

Session evaluations aren't just about gauging content effectiveness; they're powerful tools to drive meaningful interactions between attendees and your sales team. By embedding a straightforward, logic-based opt-in question within evaluations, you can effortlessly identify qualified leads.

Make sure to:

• Use Boolean logic to segment your audience, distinguishing attendees interested in a deeper dive.
• Prompt attendees directly about their interest in meeting subject matter experts.
• Automate notifications to sales teams, facilitating prompt follow-ups and meeting scheduling within demo stations or dedicated meeting rooms.

Tip 4 - Offer Opt-in Opportunities for Introverted Attendees

Remember, not every attendee feels comfortable engaging directly with sales representatives in busy exhibition environments. However, this doesn't mean they aren't valuable prospects. Provide discrete and approachable options for quieter attendees to express interest and engage further at their own pace.

Practical recommendations include:

• Digital kiosks or tablets strategically placed throughout your booth to allow attendees to request information discreetly.
• QR codes or easy-to-access digital forms enabling attendees to opt-in privately.
• Clearly communicated follow-up processes, reassuring these attendees that their comfort and interest levels are respected and valued.

By implementing these targeted strategies, you'll maximize engagement, ensure comprehensive lead capture, and enhance your event's return on investment.