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Best Ways to Collect Lead Information at Trade Show Booths in 2020

 

On average, chief marketing officers allocate 24 percent of their total yearly budget to live events like trade shows. When you consider the number of leads many businesses are able to collect from these shows, it makes sense that they’re willing to dedicate so much of their budget to them.

Are you getting ready to attend a trade show (or several shows) this year? If so, there’s a lot of great technology out there these days that can help you maximize your experience and gather as many leads as possible. Read on to learn about some of the best trade show lead capture approaches you can take while attending events in 2020.

Importance of Using Lead Capture TechnologyIf you’ve been attending trade shows for a while, you might be wondering why it’s beneficial to switch from traditional pen-and-paper methods of collecting leads to more tech-based options. It’s true that you can gather valuable information using a pen and paper, but this approach is rarely as efficient as tech-based alternatives. The following are some other reasons why you ought to consider capturing leads via other, more modern means this year:

  • Increased accuracy (you don’t have to worry about misspelling someone’s name or copying down their email address incorrectly)
  • Easier data management (there are lots of apps and software programs that can do the heavy lifting for you)
  • Less risk of losing valuable data on your way back to the office post-show

Tech-based solutions also allow for easier post-show follow-up. You’ll have all the information you need right at your fingertips and won’t have to sift through a notebook or stacks of business cards.

Best Tech-Based Lead Capture SolutionsOkay, you’re convinced that utilizing technology can benefit your business and your lead capture efforts. Where do you begin, though?

Here are some of the best tools you ought to consider using:

Lead Capture Apps and SoftwareA good place to start when figuring out how to collect lead information is with a dedicated lead capture app or software.

These tools can help you plan your trade show strategy and gather information in the most efficient way possible. Some of them can even sync email addresses to social media profiles, photos, and online company data. This will help you remember who each person is when the time comes to follow up with them.

Keep a tablet device with you at your booth with your lead capture app downloaded onto it. This will streamline the lead collection process and save the people you’re talking to from having to fumble with a tiny smartphone screen.

Business Card and Badge ScanningBusiness card and badge scanning are some of the best tools you can use to collect information and keep it stored in one easy-to-access place.

Traditionally, people leave trade shows and events with a pocketful of business cards (many of which get tossed in the trash or misplaced before you can follow up with the people who gave them to you). To increase your chances of actually getting in touch with these people again, try business card or badge scanning instead.

Try downloading a badge scanner app (many lead collection and trade show apps also have a scanning feature) that makes it easy for you to capture important information. The app then gathers all the relevant information from the card of badge and stores it in a database so you can easily access it when you’re ready to reach out to your new leads.

Digital FormsEven if you don’t want to use a lead collection app, you can still benefit from having a tablet device at your booth with a digital form for people to fill out.

Some digital forms might not provide you with as many options as lead collection apps, but they still streamline the information gathering process. They also help you to ensure you’re collecting accurate information from the people you meet at the event.

Interactive Games and PicturesThe lead collection process doesn’t have to be boring or stuffy. Consider using an interactive game to catch people’s attention and gather their information.

For example, you could have a prize wheel that gives attendees an opportunity to win something cool in exchange for their information. Many lead capture apps also have a “digital fishbowl” feature that lets people enter their information to receive a chance at winning a special prize in a drawing.

People love photo booths, too. You might want to set up a photobooth and collect people’s information so you can send them their pictures later. This is a fun way to follow-up, too.

Get Ready to Collect Some Leads TodayAs you can see, there are tons of effective tools out there that you can use to capture leads while attending trade shows. From lead capture software to a trade show badge scanner, you have plenty of options to choose from. Keep these in mind as you begin planning for upcoming events!

 

Capturing & Managing Leads at Trade Shows Book

In this book, Skyline has compiled 27 blog posts originally published in the Skyline E-TIPS blog. The posts combine valuable information about trade show and event staffing, giveaways and lead management. From experienced trade show consultants, traditional marketers and digital marketing practitioners, these authors know Trade Shows and how to leverage modern technology (lead applications) and techniques to improve leads collected at your trade shows and events. We also dive into effective giveaways and booth staffing.

Matt Bohar
About the Author

Matt has been with the Skyline lead generation and customer engagement team for close to 15 years. He manages several campaigns in areas that involve database marketing, search engine optimization, search engine marketing, social media marketing and website marketing. He is also a certified marketing automation administrator working on several email campaigns for Skyline's live seminars, webinars and product announcements.

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