Episode 006 – Which lead collection option should you choose?

Episode 006 – Clue Collection Options

In this episode, we’ll discuss different options for collecting leads for your next show while discussing their pros, cons, and my bottom line review. Plus, we’ll discuss the difference between a lead and a qualified lead, and which leads you actually want.

The important thing to remember when collecting leads is that it’s not just about the number of leads you collect, it’s about getting qualified leads

Simply collecting business cards or scanning the badges of everyone who enters your booth will result in more follow-up work than is necessary

Five main ways to get the information you need

· #1 – Badge Scanner. Many shows have dedicated badge scanners. To decide if a badge scanner is right for you, consider the following:

How busy is the show? If there are hundreds or even thousands of attendees, a badge scanner could be a quick and efficient method.

What other attendee information does the show provide through scanning? What information does the show collect and provide to you besides basic contact information? Understand all the information, if this information is important to you, this may be a good option.

What is your budget? If you are on a tight budget, skip this option.

· advantage – The fastest way to get contact information.

After the show, have a spreadsheet with all your leads and information. This will come in handy for follow-ups.

You don’t have to invest in your own equipment or use a personal phone

· shortcoming – Can be expensive.

· Usually only one unit is acquired and it can be bound when someone else wants to use it.

If you only use it to scan badges and get contact information, it’s no better than getting business cards.

· in conclusion – Badge scanners are recommended for trade shows, but only if you want to use them for more than just badge scanning. Use them as an information gathering tool to guide your staff in initial conversations with attendees. Most scanners can be customized with questions.

· #2- Business Card Scanning App – Go to the Apple or Google App Store and do some research. Most apps are free to try – at least for trial or limited use. But even if you have to buy them outright, it’s much cheaper than renting a badge scanner.

· advantage – Cheap options – potentially free, multiple highly-rated options to choose from, customizable to get the information you need, everyone at your booth can install one on their phone and be able to scan attendees

· shortcoming – Requires attendees to have a business card to use, so if you’re marketing to consumers, this isn’t your best option. If multiple people are using it, you’ll need to consolidate everyone’s scans after the show. May not integrate with CRM

· in conclusion: Business card scanners are useful not only at trade shows, but also when you’re just doing business or making connections. Plus, you can evaluate multiple options instantly (and often for free) to determine which is best for you.

· #3 – Get information via a kiosk or iPad

Setting up kiosks or stations with iPads or laptops to allow attendees to enter their own information is a very effective approach.

There are several highly rated apps or web-based services (like Survey Monkey) that you can use.

· Asking attendees to do this has two benefits: it keeps them engaged, and it frees up time for you and your staff.

Have booth staff enter the information while they talk to attendees, or hand an iPad or tablet to attendees to fill in. Or create a self-service kiosk for attendees to fill in on their own.

· advantage – Using iPads with cheap or free software is quite affordable

Attendees can fill out their information while staff are free to do other things

· You can customize the information you need

Self-service terminals can enhance your booth appearance and brand influence

· shortcoming – Might not be the best solution for those on a tight budget

· It may be more of a hindrance for certain markets or smaller shows

· in conclusion: Using a technology kiosk or iPad to collect information is probably the best way to go – especially when you combine it with an offer or giveaway. People will take the time to volunteer to give you the information you want and need in exchange for the information you provide. Also, if you have a kiosk or iPad stand, you can use it to brand your booth.

· #4 – Collect Business Cards – Setting up a bowl and letting people throw their cards in for a prize is a great way to collect cards. This works well if you are marketing a product or service that anyone can use.

· However, this will get you more work after the show. Business cards alone don’t tell you who is qualified or if that person was involved in the decision-making process. The second approach is to have a one-on-one conversation with the attendee and if they are a potential client, you can get their business card.

· advantage – Super easy and potentially cheap

· Using the fish tank method, you can easily get a lot of cards

· shortcoming – May result in a lot of time wasted in subsequent work.

· Business cards are often insufficient to determine attendee qualifications

· Bottom Line: Collecting business cards may be cheap, quick, and easy, but it is not recommended as you may waste a lot of time on follow-up efforts.

· #5 – Paper and Pencil – Using pen and paper will work just as well as using an app or technology to get the information you need. It just might take a little longer.

· But if you don’t have the technology available and are on a very tight budget, printing the forms can be an effective approach.

· advantage – The cheapest route

This is great if you don’t have technology

Easy to create and use

· No need for much training – everyone knows how to use a pen!

· shortcoming – After the show it takes a lot of work to sort it out and put it into the system

May take longer to complete, and some attendees may skip if there are too many

· Bottom Line: Don’t overlook paper forms! While not as cool as technology, they can be just as effective at collecting information and take far less time and money.

· The key is qualifications:

Scanning badges and collecting business cards is great, but it can waste a ton of your time in the follow-up process, calling and emailing companies that will never buy from you, or communicating with non-decision makers.

Focus on getting qualified Leads. If you don’t qualify your leads, you’ll waste a lot of time in the follow-up process trying to sell to individuals or companies who will never buy from you.

· The qualifications of the participants need to be reviewed.

The first step is to determine what a qualified prospect looks like. Start by looking at your current customers. What industry are they in? What size is the company? What is the title of the decision maker? Whatever the criteria is for your business.

· Decide on the one or two most important criteria. Then develop questions to determine if the trade show attendee you are about to talk to meets your criteria.

· Remember – talking to unqualified attendees is just a waste of time and money.

Summary of today’s “Collecting Clues” course:

1 – Badge Scanner

2 – Business Card Scanning App

3 – Kiosk, laptop or iPad

4 – Collect Business Cards

5 – Pen and paper

· Whichever method you use, the key is to qualify the attendees and get all the information you need!